Copy Strategy

potential • just a snapshot • no future developments • no competitor change • no competitor analysis low 0 1x 0.5x 0.2x 0.1x high low Market Share Boston Consultancy Group Product Portfolio Analysis BCG 112 Objectives & Strategy 112 Example 1 Drawing up a BCG matrix and evaluating it Barnes Enterprises is a manufacturing company that sells 5 products. Their sales and market characteristics are shown in the table below. Product Sales £mn £mn SALES top 3 firms 0.7 0

000 staff in 159 countries. We have a deep industry orientation, focused on anticipating and meeting our clients’ needs. KPMG brings lasting and measurable benefits to our clients through the delivery of integrated solutions that combine business strategy, industryfocused people, the latest processes and technology. OXIRM links sound academic scholarship to the practical needs of retail and related service companies. OXIRM is a leading centre for retail management education, with an active programme

Information Available from Environmental Scanning Information Available from Product Analysis The SWOT Analysis Tool Determining Strengths Determining Weaknesses Analyzing Opportunities Analyzing Threats Conducting a SWOT Analysis The SWOT Process Goals, Strategy, and Plans for Developing a Tourist Sector Consumer Strategic Focus Product Strategic Focus Price Strategic Focus Place Strategic Focus Promotion Strategic Focus Combining Strategies Mission Statement Summary SWOT Planning Worksheet SWOT Agenda Worksheet

......................................................................125 Compréhension des messages de communication ..............................................................................................127 Posture créative, point de vue, copy stratégie, discours ......................................................................................128 Moyens médias et hors-médias, armes, campagnes, actes & actions .................................................................131 Mix de

if you modify it. GNU GENERAL PUBLIC LICENSE Copyright (C) 1989, 1991 Free Software Foundation, Inc. 51 Franklin Street, Fifth Floor, Boston, MA 02110-1301, USA For example, if you distribute copies of such a program, Everyone is permitted to copy and distribute verbatim copies whether gratis or for a fee, you must give the recipients all the rights that you have. You must make sure that they, too, of this license document, but changing it is not allowed. receive or can get the source code.

Content 18. Major headings are clear & descriptive 1 19. Critical content is above the “fold” 1 20. Styles & colors are consistent 2 21. Emphasis (bold, etc.) is used sparingly 1 22. Ads & pop‐ups are unobtrusive 1 23. Main copy is concise & explanatory 1 24. URLs are meaningful & user‐friendly 1 25. HTML page titles are explanatory 1 Where 25 is the best score a website can achieve (75 being the worst), the Threadless website scored 30 points. In terms of

performance in 2008, but that would have distorted the main purpose of this analysis, namely, to track the total spending for research services within the United States. But it is interesting to note that the largest rms continued their long-time strategy of buying revenue growth, even in a slumping market. As for organic growth, all three laid o thousands of employees in 2008 and will continue to in 2009. Changes in Listing Big Firms Slump Of the Top 50 organizations (see table on page 19)

et pouvant être adapté à plusieurs situations. Les phases préalables au message Objectif d’entreprises _______ ͢ Objectif de communication _______ ͢ Message Afin de concevoir le message, on peut utiliser une méthode appelée la copy stratégy qui se compose de 5 parties : Le problème posé : Quel est l’objectif de la communication? La cible visée : À qui s’adresse-t-on? La promesse : Ce qui motivera l’amélioration de l’image (acte d’achat) La justification : En quoi les caractéristiques

UV, susciter l’intérêt de la cible. * Objectif affectif : Faire prendre conscience de manière affective / Démontrer que la ligue contre le cancer se mobilise toujours et encore * Objectif conatif: Faire évoluer les comportements Copy Strategy * Les cibles : Femme de 16-25 ans urbain / rurbain Femme et homme de 15-34 ans urbain/rurbain * Le service: Le ministère de la santé et l'INCA s'associent pour communiquer sur les risques de la surexposition au UV. * La concurrence:

changements des modes de consommation ou des évolutions. C’est une communication qui véhicule une part importante de l’image de l’enseigne à travers des critères de qualité, d’identification à la marque et de cohérence. - d’augmenter les ventes. Copy-stratégy Axe : Surprendre. La preuve : Notre nouvelle gamme de produits est associée à une association humanitaire, la marque Malongo est reconnue pour son engagement environnemental. Bénéfice consommateur : le consommateur se fait plaisir en achetant