10-1 marketing management dealing with competition
Post on 21-Dec-2015
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TRANSCRIPT
10-1
MARKETING MANAGEMENT
Dealing with Competition
10-2
Chapter Questions
• How can a firm choose and
communicate an effective position in
the market?
• What are the implications of market
evolution for marketing strategies?
10-3
Marketing Strategy
SegmentationSegmentation
TargetingTargeting
PositioningPositioning
10-4
Positioning
Designing the company’s
offering and image for
a distinctive place in the mind of
the target market.
10-5
CigarettesCigarettes
10-6
10-7
10-8
10-9
10-10
10-11
10-12
10-13
10-14
10-15
10-16
10-17
10-18
10-19
10-20
10-21
10-22
Positions?
• Pizza places?
• Bars?
• Grocery stores?
10-23
Positioning
10-24
A Positioning Statement
To young, activesoft-drink consumers
with little time for sleep, Mountain Dew
is the soft drink that gives you energybecause it has the most caffeine.
11-25
Ben & Jerry’s
After watching this video,
write a positioning statement
for Ben & Jerry’s
10-26
Defining Associations
Points-of-parity (POPs)
Points-of-difference (PODs)
11-27
Competition isn’t always bad!
Bill Cade’s cricketsBill Cade’s crickets
Furniture industryFurniture industry
Satellite radioSatellite radio
WHEN?WHEN?
11-28
Identifying Competitors
11-29
Hypothetical Market Structure
10%
Market
Nichers
20%
Market
Follower
30%
Market
Challenger
40%
Market
Leader
11-30
Best Market Leader Strategy
New customersNew customers
More usageMore usage
Expanding the Total Market
11-31
Other Competitive Strategies
Market
Challengers
Market
NichersMarket
Followers
11-32
Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adapter
11-33
Market Niche Strategies
11-34
Fast Food Study
• McDonald’s is the market leader
• The “lighting rod” of criticism
• 1986 Hardee’s tries lower fat, no one follows.
• April 1991 McDonald’s introduces McLean
• July KFC and Arbys’ low fat products
• 2000 Subway becomes niche player
(sandwiches)
11-35
Balancing Orientations
Competitor-
Centered
Customer-
Centered