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    2015 - Companies Marcom Positioning

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    2015 - Companies Marcom Positioning

    Uploaded by

    pippo.canetti2
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    2015_companies Marcom Positioning

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    2 views11 pages

    2015 - Companies Marcom Positioning

    Uploaded by

    pippo.canetti2

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    Companies’ marcom positioning

    M. Visentin 15/11/2024
    The marcom positioning matrix

    What is it?
    The positioning analysis is based on a matrix, used also by PALMER HARGREAVES
    digital consultants, which considers: websites, social media and brand value
    communications scores\messages.

    Why is it useful?
    It is a snapshot on how both you and your competitor are communicating on your own
    media. This is a step #0 of a process that will enable us how to:
    • Understand the actual company positioning
    • Define future goals for external communication
    • Activate a listening phase
    • List actions, goals and kpis

    15/11/2024 - Presentation title 2


    The marcom positioning matrix

    Its axes Product

    Strength in product centric Major highlights about


    communication\after sales product\solution (i.e.
    and talent acquisition launches, new applications,
    marketing about industry
    trends, product awards and
    certifications)
    People Innovation

    Key focus on stakeholders Focus on company


    caring (i.e. CSR promotion, development over the time
    marketing about welfare, (i.e. brand timeline overview,
    support to employee how brand values do guide
    empowerment, etc.) the production part)

    Brand
    15/11/2024 - Presentation title 3
    As an example: how is Coesia positioned?

    15/11/2024 - Presentation title 4


    Executive check list
    Marcom positioning matrix – Executive check list

    • Elect your key business competitors (max 3)

    1 • Consider them across all your businesses and


    technologies

    2 • Check their claim (i.e. Tetra Pak “Protects what is good”)

    15/11/2024 - Presentation title 6


    Marcom positioning matrix – Executive check list

    • Check their web site


    • Focus on key elements in the homepage (news about financial performance, open

    3 job positions, news on new tech, blogging, etc.)


    • Check how information is organized (linear & easy process to reach solutions by
    technology\market vs disjoint navigation led to external microsites\environments,
    etc.)

    • Check their social media channels (starting from LinkedIn, Youtube, Facebook, Twitter,

    4
    Instagram, Xing, Pinterest, etc.)
    • Most shared topics, per channel (i.e.: Facebook with challenges, Twitter PR via online
    articles from industry portals or talent acquisition via job posting, LinkedIn for customer
    references\offline meetings, Youtube with machine\emotional videos, Instagram for
    reference show cases, etc.)

    15/11/2024 - Presentation title 7


    Marcom positioning matrix – Executive check list

    5
    • Fill a short information list
    • For your company and your competitors, as follows

    • Use information to position both you and your

    6 competitors on the matrix


    • Send the information to marika.visentin@coesia.com by
    week #xx

    15/11/2024 - Presentation title 8


    Short information list for : (Operator name)

    Claim
    Web site • Key elements in homepage
    • How information is organized
    Social media channel owned
    Key messages, per social
    media channel

    15/11/2024 - Presentation title 9


    The marcom positioning matrix

    Product

    People Innovation

    Brand
    15/11/2024 - Presentation title 10
    THANK YOU

    www.coesia.com
    -

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