I started performing a SWOT analysis. Firstly, I gathered information about the market to understand the competition’s positioning and marketing mix and identify customers’ needs and buying behaviours.
I studied internal strengths and weaknesses, evaluating our elements of differentiation, our advantages and disadvantages, and the stage in the product’s life cycle.
Then I identified:
I determined how to create customer segments in order to identify our target market. Then I focused on the positioning by designing the company’s offering and image to occupy a distinctive competitive position in the target consumer mind.
After defining the value proposition, I started working on the marketing mix, with a focus on the communication strategy and channel mix:
