More Related Content
Crafting the brand positioning
- 1. MARKETING MANAGEMENT 13th edition Chapter 10: Crafting the Brand Positioning Charlie Guzman crguzmanmd.blogspot.com Kotler Keller
- 2. Learning Objectives Howcan a firm choose and communicate an effective positioning in the market? How are brands differentiated? What marketing strategies are appropriate at each stage of the product life cycle? What are the implications of market evolution for marketing strategies?
- 3. Outline Developing andcommunicating a Positioning Strategy. Differentiation Strategies Product life cycle Marketing Strategies
- 4. Backbone of MarketingStrategy Segmentation Targeting Positioning
- 5. What is Positioning?Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
- 6.
- 7. Example of ValueProposition Domino’s A good hot pizza, delivered promptly to your door, at a moderate price
- 8. Writing a PositioningStatement “ To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine...You can stay alert & keep going even when you haven’t been able to get a good night’s sleep.”
- 9. Straddle Positioning Twoframes of reference
- 10. Competitive frame ofReference Category Membership Products or sets of products w/ which a brand competes and which function as substitutes
- 11. 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
- 12. Conveying Category MembershipAnnouncing category benefits Comparing to exemplars Relying on the product descriptor
- 13. Desirability Criteria forPODs Relevance Distinctiveness Believability
- 14. Deliverability Criteria forPODs Feasibility Communicability Sustainability
- 15. Examples of NegativelyCorrelated Attributes and Benefits Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple
- 16. Addressing negatively correlated PODs and POPs Launch separately Leverage equity of another entity Redefine negative relationship
- 17. Differentiation Strategies CompetitiveAdvantage Ability to perform in one or more ways that competitors cannot or will not match. Leverageable advantage Customer advantage
- 18. Differentiation Strategies ProductChannel Image Personnel
- 19. Various Product DifferentiationProduct form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance
- 20.
- 21.
- 22.
- 23. Identity and ImageIdentity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products
- 24. Product Life Cycle(PLC)
- 25. Facts about Productlife cycles Products have a limited life. Product sales pass through distinct stages. Profits rise and fall at different stages. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.
- 26. Common PLC Patterns
- 27. Style, Fashion, andFad Life Cycles
- 28. Marketing strategies Introductionstage Pioneer advantage
- 29. Long-Range Product MarketExpansion Strategy
- 30. Marketing strategies Introductionstage Pioneer advantage Growth stage Maturity stage Market modification Product modification Marketing program modification
- 31. Marketing Program ModificationPrices Distribution Advertising Sales promotion Services
- 32. Marketing strategies Introductionstage Pioneer advantage Growth stage Maturity stage Market modification Product modification Marketing program modification Decline stage
- 33.
- 34. Market Evolution StagesEmergence Growth Maturity Decline
- 35. Emerging Markets Single-niche Multiple-niche Mass-market
- 36.
- 37. Achievements Proper selectionand communication of effective positioning in the market. Brand differentiation Appropriate marketing strategies for each stage of the product life cycle. Implications of market evolution for marketing strategies.
- 38.
- 39. MARKETING MANAGEMENT 13th edition Chapter 10: Crafting the Brand Positioning Charlie Guzman crguzmanmd.blogspot.com Kotler Keller