Chap 10 – Crafting the Brand Positioning
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The document discusses brand positioning and differentiation strategies. It explains that positioning involves designing an offering and image to occupy a distinctive place in the mind of the target market. Points of difference and parity are defined, with criteria for points of difference being relevance, distinctiveness, believability, feasibility, communicability and sustainability. Differentiation strategies can involve product, personnel, channel or image. The document then covers product life cycle claims and marketing strategies for different stages, including introduction, growth, maturity and decline.
Chap 10 – Crafting the Brand Positioning
- 1. Crisostomo, Kathleen Lizette C. MARKMA Chapter 10 – Crafting the Brand Positioning
- 2. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
- 3. Defining Associations: Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands
- 4. Criteria for PODs: Desirable: * Relevance * Distinctiveness * Believability
- 5. Criteria for PODs: Desirable: * Relevance * Distinctiveness * Believability Deliverable: * Feasibility * Communicability * Sustainability
- 6. Differentiation Strategies Product
- 7. Differentiation Strategies Personnel Product
- 8. Differentiation Strategies Personnel Channel Product
- 9. Differentiation Strategies Personnel Channel Product Image
- 10. Product Life Cycle Claims:
- 11. Product Life Cycle Claims: Products have a limited life
- 12. Product Life Cycle Claims: Products have a limited life Product sales pass through distinct stages each with different challenges and opportunities
- 13. Product Life Cycle Claims: Products have a limited life Product sales pass through distinct stages each with different challenges and opportunities Profits rise and fall at different stages
- 14. Product Life Cycle Claims: Products have a limited life Product sales pass through distinct stages each with different challenges and opportunities Profits rise and fall at different stages Products require different strategies in each life cycle stage
- 15. Product Life Cycle Marketing Strategies
- 16. Product Life Cycle Marketing Strategies •Introduction stage - slow growth in minimal profits. -if successful, the product enters a gross stage marked by rapid sales growth and increasing profits
- 17. Product Life Cycle Marketing Strategies •Growth Stage -Improve product quality - Add new product features, models -Enter new markets –Increase distribution coverage - Shift from product- awareness advertising to product-preference
- 18. Product Life Cycle Marketing Strategies • Maturity Stage -Improve product quality - Add new product features, models -Enter new markets –Increase distribution coverage - Shift from product- awareness advertising to product-preference
- 19. Product Life Cycle Marketing Strategies • Decline stage - Identify the truly weak products and develop a strategy for each or phase out
- 20. The Maturity Stage Stable Decaying Growth Maturity STAGES
- 21. The Maturity Stage Stable Decaying Growth Maturity STAGES PRODUCT MODIFICATIONS 2012 Toyota Prius-C Hybrid Sedan 1. Quality 2. Features 3. Sedan
- 22. The Maturity Stage PROCESS MODIFICATIONS Stable Decaying Growth Maturity STAGES PRODUCT MODIFICATIONS 2012 Toyota Prius-C Hybrid Sedan 1. Quality 2. Features 3. Sedan