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Crafting The Brand Positioning: Marketing Management, 13 Ed

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89 views21 pages

Crafting The Brand Positioning: Marketing Management, 13 Ed

Uploaded by

annisa maulidina
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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10

Crafting
the Brand Positioning

Marketing Management, 13th ed


Chapter Questions

• How can 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?

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-2


What is Positioning?

Positioning is the act of designing the


company’s offering and image to
occupy a distinctive place in the mind of
the target market.

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-3


Value Propositions

• Perdue Chicken
• More tender golden chicken at a moderate
premium price
• Domino’s
• A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-4


Defining Associations

Points-of-difference Points-of-parity
(PODs) (POPs)
• Attributes or benefits • Associations that
consumers strongly are not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and believe with other brands
they could not find to
the same extent with
a competitive brand
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-5
Conveying Category Membership

• Announcing category benefits


• Comparing to exemplars
• Relying on the product descriptor

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-6


Consumer Desirability Criteria for
PODs
• Relevance
• Distinctiveness
• Believability

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-7


Deliverability Criteria for PODs

• Feasibility
• Communicability
• Sustainability

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-8


Examples of Negatively Correlated
Attributes and Benefits

• Low-price vs. • Powerful vs. Safe


High quality • Strong vs.
• Taste vs. Low Refined
calories • Ubiquitous vs.
• Nutritious vs. Exclusive
Good tasting • Varied vs. Simple
• Efficacious vs.
Mild
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-9
Addressing negatively correlated
PODs and POPs
• Present separately
• Leverage equity of another entity
• Redefine the relationship

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-10


Differentiation Strategies

• Product
• Channel
• Personnel
• Image

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-11


Product Differentiation

• Product form • Style


• Features • Design
• Performance • Ordering ease
• Conformance • Delivery
• Durability • Installation
• Reliability • Customer training
• Reparability • Customer consulting
• Maintenance

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-12


Claims of Product Life Cycles

• 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

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-13


Strategies for Sustaining
Rapid Market Growth
• Improve product quality, add new features,
and improve styling
• Add new models and flanker products
• Enter new market segments
• Increase distribution coverage
• Shift from product-awareness advertising to
product-preference advertising
• Lower prices to attract the next layer of price-
sensitive buyers

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-14


Stages in the Maturity Stage

• Growth
• Stable
• Decaying maturity

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-15


Marketing Product Modifications

• Quality improvements
• Feature improvements
• Style improvements

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-16


Marketing Program Modifications

• Prices
• Distribution
• Advertising
• Sales promotion
• Services

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-17


Ways to Increase Sales Volume

• Convert nonusers
• Enter new market segments
• Attract competitors’ customers
• Have consumers use the product on
more occasions
• Have consumers use more of the
product on each occasion
• Have consumers use the product in
new ways
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-18
Market Evolution Stages

• Emergence
• Growth
• Maturity
• Decline

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-19


Emerging Markets

• Latent
• Single-niche
• Multiple-niche
• Mass-market

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-20


Maturity Strategies

• Market fragmentation stage


• Market consolidation stage

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 10-21

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