MARKETING MANAGEMENT
12
thedition
10 Crafting the Brand Positioning
10-2
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
10-3
Marketing Strategy
Segmentation
Targeting
10-4
Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of
10-5
Value Propositions
Perdue Chicken
More tender golden chicken at a moderate
premium price
Domino’s
A good hot pizza, delivered to your door within
10-6
Writing a Positioning Statement
Mountain Dew: 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
10-7
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
10-8
Conveying Category
Membership
Announcing category benefits
Comparing to exemplars
10-9
Consumer Desirability Criteria for
PODs
Relevance
Distinctiveness
10-10
Deliverability Criteria for PODs
Feasibility
Communicability
10-11
Examples of Negatively Correlated
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
10-12
Addressing Negatively Correlated
PODs and POPs
Present separately
10-13
Differentiation Strategies
Product
Personnel
Channel
10-14
Product Differentiation
Product form Features
Performance Conformance Durability
Reliability Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
10-15
Identity and Image
Identity:
The way a
company aims to identify or
position itself
Image:
The way the public perceives the company or its
10-16
Product Life Cycle
Introduction
Growth
Maturity
10-17
Facts about Life Cycles
Products have a limited life.
Product sales pass through distinct
stages.
Profits rise and fall at different stages.
Products require different marketing,
10-18
Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
10-19
Market Evolution Stages
Emergence
Growth
Maturity
10-20
Emerging Markets
Latent
Single-niche
Multiple-niche
