Coco Haus Marketing

Coco Haus
Marketing
Creando la marca

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Coco Haus Marketing

We are not in the real state

bussiness. We are in the bussiness
of marketing our real state
Why Marketing? service.
Shift from a doer to a marketer.
Wrong: Marketing, 10% budget.
It’s not the thing that matters, it’s the thing We rely on referrals, you mean
hope.
that sells the thing.
Until you have a predictable
or consistent way of acquiring
customers you don’t have a
business, you have a hobby.

Marketing es el negocio

Marketing is the bussiness.

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Orientacion al Producto Orientacion al Cliente

Persuadir al cliente para que Persuadir a la firma para que
quiera lo que la firma tiene. ofrezca lo que el cliente quiere.

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4 P’s of Marketing

Product
Place
Promotion
Price

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Coco Haus Marketing

Market Driven Principles

Know your markets

Customers have the final say
Commit to being first in the
markets you serve
Deliver total quality to guarantee
customer satisfaction

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Coco Haus Marketing

Value

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Coco Haus Marketing

STP Framework

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Coco Haus Marketing

Values of the Two

Segments

Belleza Durabilidad
Bajo Precio

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Coco Haus Marketing

Segmentation Methods

Characteristics of the customer - Caracteristicas del

Cliente Characteristics of the customer.
Man, Women, Poor, Rich, Young ,
Benefits Sought - Beneficios Vistos
Adult, Geographic Segmentation.
Systematic, Product-Related Behaviors - Benefits Sought. Comfort,
Comportamiento Technology. Benefits people see.
Systematic. Purchasing behavior,
offline, online, by channel. People
buy frequently, people buy just
1 time in a year. People like to
switch around. People like to be
loyal.

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Coco Haus Marketing

Brand

A brand is no longer what we tell the

consumer it is - it is what consumers tell each
other it is.

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Coco Haus Marketing

Brand Positioning

A positioning statement defines the value proposition of product

to the target market.
- Target Market (For Whom)
- Point of Difference (Reason to Buy)
- Points of Parity (Frame of reference)

Positioning is implemented through all elements of the

marketing mix: product, price, promotion, place.
Should focus on a few key benefits (unique selling proposition).
Position must be defensible. Not easy to copy.
Positioning requires making choices

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Coco Haus
A Position Statement
Apple Computers offers the best personal
computing experience to students, educators,
creative professionals and consumers around
the world through its innovative hardware,
software and internet offerings.
Target Segment - Segmento de Mercado - Para quien
Point of Difference - Porque comprar
Frame of Reference - Referencia a que
Marketing
Apple Computers ofrece la mejor experiencia
informática personal a estudiantes,
educadores, profesionales creativos y
consumidores de todo el mundo a través de
su innovador hardware, software y ofertas de
Internet.
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Coco Haus Marketing

Change on January 9, 2007

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