10 chapter 10 marketing report imperial
TRANSCRIPT
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CHAPTER 10: Crafting the Brand Positioning
Anna Samantha Decastro ImperialASMPH
Top 10 Concepts
Outline: Crafting Brand Positioning
1. Positioning2. Competitive Frame of Reference3. Points of Parity vs. Points of
Reference4. Establishing Category
Membership5. Straddle Positioning
Outline: Crafting Brand Positioning
6. Differentiation Strategies7. Product Life Cycle8. Marketing Strategies9. Market Modification10. Marketing Evolution
Concept 1:
POSITION your brand! Be distinct!
Positioning
Competitive Frame of Reference
Points of Parity
Points of Difference
Establishing Category
Membership
Positioning
Kotler: UPS
Local: SMART Communications
Medical: Asian Hospital
Know who your customers are!
Know what they want!
Concept 2:
Competitive Frame of Reference
Competitive Frame of Reference
Kotler: DioGiorno’s Pizza
Local: Red Ribbon
Medical: Generic Drugstore
Concept 3:
Points of Parity vs. Points of Difference
POP May be shared with other brands
Category Competitive
Which beer are
you?
Points of Parity vs. Points of Difference
POD Attributes – strongly associated with
brand
Design
Performance
Points of Parity vs. Points of Difference
Kotler: Miller Lite
Local: Red Ribbon
Medical: Makati Medical Center
Establish product category What is your product? What does your product do?
Concept 4:
Category Membership
Category Membership
How do we convey this? What are its benefits? Compare to exemplars Rely on the product’s
description!
Category Membership (1)
Announcing category benefits Kotler - Antacids Local – Domex Medical – Alaxan FR
Comparing to exemplars Kotler – Tommy Hilfiger and other American
Designers Local – Charice and Lea Salonga Medical – Enervon C and Generic Vitamin C
Category Membership (2)
Relying on product descriptor Kotler: Ford Motor Co. Station Wagon Local: Enterprise coaching Medical: Conventions
Category Membership (3)
Kotler: Olympus
Local: Kamiseta
Medical: Mercury Drug
“Best of both worlds” Two frames of reference
Shared with other brands Attributes associated with the brand
Concept 5:
Straddle Positioning
Performance + Luxury =
BMW
Straddle Positioning
Kotler: BMW
Local: Beaches/ resorts – “a home away from home”
Medical: PGH
Set yourself apart through: Personnel Channels Images
Concept 6:
Differentiation Strategies
Differentiation Strategies
Kotler: Southwest Airlines
Local: San Miguel Beer
Medical: The Medical City
Products: Have limited life Pass through different stages Rise and fall (at different stages) Require different strategies
Concept 7:
Product Life Cycle
Product Life Cycle
• usually bell- shaped
Product Life Cycle
Product Life Cycle
Kotler: Trivial Pursuit
Local: Zagu and Quickly
Medical: Mercury Thermometers
Be the innovator/ pioneer! Sustain rapid market growth by:
improve quality and style add new models new market segments increase distribution coverage lower prices more product preference advertising
Concept 8:
Marketing Strategies
Marketing Strategies
Kotler: Wikipedia & Yahoo
Local:Yehey and Sulit.com
Medical:DOH Lets DOH it!
Market Modification: Increase sales volume by
expand number of users increase usage rate among
users
Concept 9:
Market and Product Modification
Do something about: prices distribution advertising sales promotion personal selling services
OR
Heinz Vinegar: Condiment AND
Cleaner
Market and Product Modification
Product Modification: Improve quality Improve features Improve style
Market and Product Modification
Kotler: Coca- cola
Local: Dried Mangoes to Dried Pineapple and Banana chips
Medical: St. Luke’s
Concept 10:
Market Evolution
Emergence
Decline
MaturityGrowth
To design an optimal product:• single- niche strategy• multiple niche strategy• mass market strategy
Market Evolution
Kotler: Paper towels
Local: Bayo & Bayo Kids
Medical: Sphygmomanometer
Outline: Crafting Brand Positioning
1. Positioning2. Competitive Frame of Reference3. Points of Parity vs. Points of
Reference4. Establishing Category
Membership5. Straddle Positioning
Outline: Crafting Brand Positioning
6. Differentiation Strategies7. Product Life Cycle8. Marketing Strategies9. Market and Product Modification10. Marketing Evolution
My Conclusion: 21st century marketing
To be able to sell and make profit, you need: Strategy Imagination A great productandone helluva brand.
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Crafting the Brand Positioning
Anna Samantha Decastro ImperialASMPH
Top 10 Concepts