Question

Choose one from the following brands (Netflix, Zoom, or Charmin). Imagine you are the Marketing Director for the brand and answer the following 5 questions accordingly:

1. Give an example for a collaborator for the brand (can be hypothetical) and write what value the brand offers to the collaborator.
2. Define customer centricity through the brand you chose
3. Write a benefit-based customer segment for the brand
4. Given your above segment, craft a non-comparative customer-focused value proposition
5. Given your above positioning (target segment and value proposition), write a brief tactic for each:  

1. • Price
   • Communication
   • Distribution

Answer 1

Answer(i) As, Marketing Director of Netflix ,in my view point teaming up with another brand for a commercial project can effectively double the brand exposure for both the business.So, in my case Samsung is collaborating brand because successful brand collaboration helps in getting benefit from the existing market of the other and brand collaboration can involve some surprising, cross-sector alliances.It stops competitive behaviour in the market place. This collaboration of Netflix and Samsung helps in fulfilling the mutual process of both the brand as samsung has already deal with netflix that it will pay a particular price to netflix . In this case Samsung is giving one month free Subscription of Netflix to buyers of samsung TV. This will attract more people to buy samsung TV and Netflix is getting its profit in starting. So, is how brand collaboration works.

(ii)CUSTOMER CENTRICITY ARE AS FOLLOWS

1.The simplicity of user interface on TV is one of the major distingushing factors for the brands

2. Content is king as billions of dollars are spent on content production .

(iii)Benefit based customer segment for the brand are:

1.Purchasing behaviour like who has purchasing power can buy its subscription.

2.Interest based as its all about preferences of the user

3.Customers satisfaction is main aim of the brand

4. User status is also condidered as important factor

5. Customer loyalty plays very important role in growth.

(iv)Non comparative customer- focused value proposition means what benefits customers of Netflix can expect, and why its customers should buy from its competitors. With the average human attention span shorter than that of a goldfish, inbound marketing is alot like speed dating.

(v) Meaning of Target segment:It is act of diving a large target market into disinct groups of customers who have same characteristics or behaviour.

Meaning of Value proposition: A value proposition is a promise of value to be delivered, communicated, and acknowledged .

1. Price : It describes the pocess of adapting your price towards the position you want products and services to represent in market.

2. Communication : It is position mapping. After segmentation a market and then targetting a customers by communication skills to position a product within that market.

3.Distribution postioning : It involves intensive, selective, exclusive in its nature.