课程背景：

- To help marketing people to understand and experience the process of value proposition development for the brand

- To strengthen the competency of strategic thinking, enriching the tool kit of marketing planning.

课程大纲：

1. Marketing fundamentals

* Marketing evolutions

* Marketing classifications

* Marketing challenges

2. VPH introduction

* Components

* Importance

* Applications

3. Target (identification)

* Market segmentation

* Target identification

4. Consumer insight

* What is insights

* How to generate the consumer insights

* Persona

5. Competitive environment

* Competitive analysis

* Value proposition mapping

6. Benefits / reasons to believe / discriminator

* FABE

* Brand positioning descriptio

7. Key success factors of VPH

8. VPH based IMC

主办单位：
上海复锐企业管理咨询有限公司
联系方式：
电话：021-65210156、021-65214838  18917636997
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