Author Question: Debra is the brand manager for Tide laundry detergent, marketed by Procter & Gamble, and she is ... (Read 195 times)

lb_gilbert · **on:** Jun 28, 2018

Debra is the brand manager for Tide laundry detergent, marketed by Procter & Gamble, and she is making the brand-level fundamental decisions in the marcom decision process. Discuss what she will be considering.

Question 2

Group interaction is the key aspect that distinguishes focus groups interviews from depth interviews.
a. True
b. False
Indicate whether the statement is true or false

morganmarie791 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

The fundamental decisions in the brand-level marcom decision process include:
1 . Targeting. Targeting allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience. Selection of target segments is a critical step toward effective and efficient marketing communications. Companies identify potential target markets in terms of demographic characteristics, lifestyles, product usage patterns, and geographic considerations. Meaningful market segments generally represent consumers who share a combination of characteristics and demonstrate similar behavior.
2 . Positioning. A brand's position represents the key feature, benefit, or image that it stands for in the target audience's collective mind. Debra must decide on Tide's positioning statement, which is the central idea that encapsulates the brand's meaning and distinctiveness vis-a-vis competitive brands in the laundry detergent category.
3 . Setting Objectives. Marketing communicators' decisions are grounded in the underlying goals, or objectives, to be accomplished for a brand.
4 . Budgeting. Financial resources are budgeted to specific marcom elements to accomplish desired objectives. Different budgeting methods include top-down budgeting (TD), bottom-up budgeting (BU), or a combination of the two (BUTD or TDBU).

Answer to Question 2

True