Welcome to Marketing

1. 2011How to Effectively Market Your Business LocallyFirst County Bank and University of Connecticut Stamford, ConnecticutMarch 1, 2011

2. Welcome to Marketing What Business Are You In? Where You fit In: PODs and POPs The Unique Selling Proposition Your Workshop: PODs and POPs and The Unique Selling Proposition Keep Thinking: What To do With Your Unique Selling Proposition

3. What Business Are You In? What business is Netflix in? What business is Blockbuster in? Source: Kotler

4. Steinway has 2% of all keyboard unit sales, but 35% of all profits. Among concert piano sales, its market share is 95%. But what is a Steinway? A keyboard, a piano or a concert piano or a grand piano? Source: Kotler

5. Where You Fit In • Points-of-Difference (PODs) • Strong, positive associations with a brand consumers believe are unique • Points-of-Parity • (POPs) • Associations that are not necessarily unique to the brand - shared with other brands

6. The Unique Selling Proposition • A tool to help you define what you really are: • Your Business Identification • YourBusiness Definition • Your Benefit Delivery • Your Target Consumer

7. The Unique Selling Proposition A strategic statement that helps you focus on the core of your business. (Name of business) is the (business description) that (what the business provides) for (the target). (Netflix) is the (multimedia content provider) that provides (exceptional service through a huge inventory and 24 hour turnaround) for (time crushed, selective, high volume consumers).

8. Your Workshop Your Your Points-of-Difference Points-of- Parity

9. Your Workshop Your Unique Selling Proposition (Name of business) is the (business description) that (what thebusiness provides) for (the target). ________________ is the _________________ that __________________ for ______________.

10. Keep Thinking This is not the end of this exercise. Keep looking at your business in terms of what it is for who. Then you will begin to see what it can become. Good luck!