kotler_mm_13e_basic_11 -- crafting the brand positioning
TRANSCRIPT
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Crafting
the Brand Positioning
Marketing Management, 13thed
10
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2
Chapter Questions
How can a firm choose andcommunicate an effective positioning inthe market?
How are brands differentiated?
What marketing strategies areappropriate at each stage of theproduct life cycle?
What are the implications of marketevolution for marketing strategies?
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What is Positioning?
Positioning is the act of designing thecompanys offering and image to
occupy a distinctive place in the mind of
the target market.
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Value Propositions
Perdue Chicken
More tender golden chicken at a moderatepremium price
Dominos
A good hot pizza, delivered to your doorwithin 30 minutes of ordering, at a
moderate price
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Defining Associations
Points-of-difference(PODs)
Attributes or benefits
consumers stronglyassociate with abrand, positivelyevaluate, and believethey could not find tothe same extent witha competitive brand
Points-of-parity
(POPs)
Associations that
are not necessarilyunique to the brandbut may be sharedwith other brands
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Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
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Consumer Desirability Criteria forPODs
Relevance
Distinctiveness
Believability
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Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
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Examples of Negatively CorrelatedAttributes and Benefits
Low-price vs.High quality
Taste vs. Lowcalories
Nutritious vs.
Good tasting Efficacious vs.
Mild
Powerful vs. Safe
Strong vs.
Refined Ubiquitous vs.
Exclusive
Varied vs. Simple
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Addressing negatively correlatedPODs and POPs
Present separately
Leverage equity of another entity
Redefine the relationship
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Differentiation Strategies
Product
Channel
Personnel Image
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Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
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Claims of Product Life Cycles
Products have a limited life
Product sales pass through distinctstages each with different challengesand opportunities
Profits rise and fall at different stages
Products require different strategies ineach life cycle stage
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Strategies for SustainingRapid 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
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Stages in the Maturity Stage
Growth
Stable
Decaying maturity
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Marketing Product Modifications
Quality improvements
Feature improvements
Style improvements
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Marketing Program Modifications
Prices
Distribution
Advertising Sales promotion
Services
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Ways to Increase Sales Volume
Convert nonusers
Enter new market segments
Attract competitors customers
Have consumers use the product onmore occasions
Have consumers use more of the
product on each occasion Have consumers use the product in
new ways
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Market Evolution Stages
Emergence
Growth
Maturity Decline
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Emerging Markets
Latent
Single-niche
Multiple-niche Mass-market
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Maturity Strategies
Market fragmentation stage
Market consolidation stage