MARKETING MANAGEMENT
12th edition
10
Crafting the Brand
Positioning
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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?
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Marketing Strategy
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Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of
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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
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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
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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)
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Conveying Category Membership
Announcing category benefits Announcing category benefits
Comparing to exemplars Comparing to exemplars
Relying on the product descriptor
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Deliverability Criteria for PODs
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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
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Addressing negatively correlated
PODs and POPs
• Present separately
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Differentiation Strategies
Product
Channel Image
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Product Differentiation
• Product form • Features
• Performance • Conformance • Durability
• Reliability • Reparability
• Style • Design
• Ordering ease • Delivery
• Installation
• Customer training
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Identity and Image
Identity: The way a
company aims to identify or
position itself
Image: The way the public perceives the company or its
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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,
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Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
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Market Evolution Stages
Emergence Growth
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Emerging Markets
Latent
Single-niche
Multiple-niche
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Marketing Debate
Do brands have finite lives?
Take a position:
1. Brands cannot be expected to last forever.
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Marketing Discussion
What strategies do firms use to
try to position themselves on the basis of pairs of attributes and
