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3.Market Sensory Package - Your company sensory package is the combined look, touch, feel, smell and taste of your business and your products and/or

services. It is the way your customer experiences your business. Just as your body language and facial expressions add meaning to your words, your

business?sensory package adds meaning and impact to the way you do business with your customers. To understand your sensory package, you must experience it

as your customers experience it. Be sure to understand how it feels to be your customer. It is the way your facilities look, feel and smell. It is the way

your customers are treated by your staff and it is your customer feeling that his is my kind of place. I belong here. I get what I want here.?Your sensory

package must appeal to the needs and preferences of your primary target market. It must be designed to impact the unconscious minds of your customers ?not

their logical minds ?and create positive associations and expectations of gratification. The colors and shapes used in your communications should be

selected for their visibility, retention, preference and positive associations. Your company name, as well as your product names, should accomplish four

objectives: (1) differentiation/positioning; (2) instant recognition; (3) favorable associations and impressions; and (4) promise of emotional

gratification.

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4.Marketing Mix - Product, Promotion, Pricing, and Fulfillment. Marketing mix is a foundational marketing concept that has stood the test of time and for

good reason. It is basic and makes sense ?and it works! The marketing mix is any combination of marketing activities and techniques a company uses to

attract and retain its customers. The essence of developing a marketing strategy is to find exactly the right marketing mix for your target market. A

company marketing mix can have any number of elements, but they all fall into four categories: (1) product; (2) promotion; (3) pricing; and (4) Ferragamo Belts


fulfillment. For best results, all elements of your marketing mix must be firmly grounded in your Positioning Strategy and make effective use of your USP,

Positioning Statement, and sensory package. Always take the customer point of view when making decisions about your marketing mix. Also be sure to keep in

mind that the purpose of the marketing mix is to attract nd retain customers. Accomplishing this requires your utmost attention to customer satisfaction,

remembering?satisfaction is what the customer says it is, not what you think it should be.

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5.Competitive Analysis ?Competition can be the spice of your life or the bane of your existence. Your competitors will drive you crazy if you let them,

but they can get your competitive juices flowing and inspire you to greater achievements than you would otherwise reach.