VIP Class Notes (Olivia)

Vocabulary

Maxwell House

fail – /ei/

satisfied, satisfaction

referral – friends’ referrals at a job

segment – market segment

white collar females

sugar, sweetener

competitor – key competitors in a segment

system compatibility

ecosystem – apple ecosystem

Instant coffee

coffee beans/grinds

drip coffee

Pronunciation

/I/ – drip, hit, bit, kit, trip

/I:/ – street, treat, beat, keep

Branding strategy

For well-known brands globally, where brand awareness is high/highly recognised, people are willing to pay a price premium

1. brand tonality is important, keep brand consistency
2. build a brand story that can resonate/inspire/connect with your TA – may use brand ambassadors/representatives, like celebrities
3. Riding on social trends to create social buzz – generate leads/traffic

For lesser-known brands:

1. IP collaboration is important, may use fiction figures
2. Pricing strategy is important – understanding your TA’s price sensitivity
3. Product – cheaper alternative choice provided to TA