marketing ppt 2013

8/13/2019 Marketing Ppt 2013

1/35

Brand Positioning& Repositioning


2/35

Positioning is arranging for a product to

occupy a clear, distinctive and desirable place

relative to competing products in the minds of

target customers.

(Kotler &et al,2010)


3/35

Positioning Possibilities

Attribute positioning

Benefit positioning

Use or application positioning

User positioning

Competitor positioning

Product category positioning

Quality or price positioning

(Kotler& et al, 2010)


4/35

Positioning 4

1. ATTRIBUTE POSITIONING

- Positioning on attributes/Features of theproduct

Examples:

Dove soap-Contains moisturizing cream

Gillete Razor-Thinner Blade edges-Low resistence coating

-Redisigned Precision Trimmer-

Positioning in the market place


5/35

Positioning 5

2. BENEFIT POSITIONING Positioned as a leader in certain benefit

Honda

Economy and reliabilityBMW

Ultimate driving machine

Volvo

Safety and Durability.



6/35

Positioning 6

3. USE / APPLICATION POSITIONING.

Positioning for some use or application

Nestle Maggi Noodles Positioned as a snack item

Between meals

Fast to cook, good to eat

Nestle Milkmaid

Positioned as a base for dessert preparation.



7/35

Positioning 7

4. USER POSITIONING

Positioning the product as best for some user

group.

Adidas/Nike Taps into the self identity and motivation of serious sports people.

Red and white cigarettes Positioned for people who are bold and brave

Give bravery awards.



8/35

Positioning 8

5. COMPETITOR POSITIONING

Product claims to have better performance than

competitors

Avis/Rent a Car-Hertz

Pepsi-Cocacola

Directly or indirectly refer competitors.



9/35


10/35

Positioning 10

6. PRODUCT CATEGORY POSITIONING

Positioning as a leader in certain category.

Example:Suave Shampoo

-just as good as all other expensive shampoos

-All benefits at a lower price



11/35

Positioning 11

7. QUALITY OR PRICE POSITIONING

Positioning as offering the best scooters

What is it that makes Stella Artois worth the premium price to somany beer drinkers? Like Ferrari buyers (okay, maybe with alittle less conviction), Stella Artois loyalists will tell you this: Its

not the price, its the Stella experience. Or maybe the higherprice helps to create that experience.

- Principles of Marketing, By Philip J. Kotler, Gary -Armstrong



12/35

UK Marketing Slogan-Reasurringly

expensive..


13/35

Exhibit 9.4

Steps in the Positioning Process (1 of 2)

1. Identify relevant set of competitive products.

2. Identify the set of determinant attributes that define the product

space in which positions of current offerings are located.

3. Collect information from a sample of customers and

potential customers about perceptions of each product

on the determinant attributes.

4. Analyze intensity of a products current position in

customers minds.


14/35

Exhibit 9.4

Steps in the Positioning Process (2 of 2)

5. Determine products current location the product space

(product positioning).

6. Determine customers most preferred combination of

determinant attributes.

7. Examine the fit between preferences of market segments

and current position of product (market positioning).

8. Select positioning or repositioning strategy.


15/35

Choosing and Implementing a

Positioning Strategy

Identifying a set of possible competitive

advantage on which to build a position.

Selecting the right competitive advantage

Effectively communicating and delivering the

chosen position to a carefully selected target

market.

(Kotler &et al 2010)


16/35

Competitive Advantage

A product differentiation strategy must meet the

VRIO criteria

Is it Valuable?

Is it Rare?

Is it costly to Imitate?

Is the firm Organized to exploit it?

if it is to create competitive advantage.


17/35

Product Differentiation by Hospitality

companies or Visitor Destinations

Physical attribute Differentiation

Service Differentiation

Personnal Differentiation Location Differentiaition

Image Differentiaition

(Kotler& et al, 2010)


18/35

Physical Attribute Differentiation

Five Star Hotel CasaSanto Dominigo in

Antigua,Guatemala- was

bulit into the ruins of a

monastry,sixteenth

century monastry

partially distroyed on

earth quake.


19/35

AnotherExample

Chez Panisse,Berkeley-Use

Natural/Organic Food

to Differentiate

themselves


20/35

Service Differentiation

Sheraton, Shangri-La

Provide In room Check

in Service.-An example


21/35

Personnal Differentiation

Singapore Airlines enjoy

an excellent reputation

because of the grade of

its flight attendants


22/35

Location Differentiation

Hotels Facing The

Central Park in

Newyork, have a

competitiveadvantage.E.g: The

London NYC, Hotel

differentiates itself

through Location


23/35

Image Differentiation


24/35

Positioning 24

A Difference is worthwhile if:

Important

Distinctive

Superior

Communicable

Preemptive

Affordable

Profitable

(Kotler & et al, 2010)


25/35

Criteria for Succesful Positioning

Clarity:Value proposition which they are going

to serve to target customer or customers.

Consistency: first year quality of service,

second year product performance.

Credibility: believeability and trustworthiness

Competitveness: Unique Selling Proposition


26/35

Perceptual Mapping

Marketing research technique in which consumers

views about a product are traced or plotted(mapped) on a chart. Respondents are askedquestions about their experience with the product

in terms of its performance, packaging, price, size,etc.

(BusinessDictionary.Com)


27/35

A perceptual map is a visual representation of how targetcustomers view the competing alternatives in a Euclidean spacewhich represents the market

The map has the following characteristics:

Pair-wise distances between product alternatives directly indicate howclose or far apart the products are in the minds of customers

A vector on the map indicates both magnitude and direction in theEuclidean space. Vectors are usually used to geometrically denoteattributes of the perceptual maps

The axes of the map are a special set of vectors suggesting theunderlying dimensions that best characterize how customersdifferentiate between alternatives


28/35

Repositioning

Changing a brand's status in comparison to thatof the competing brands. Repositioning iseffected usually through changing the marketingmix in response to changes in the market place,or due to a failure to reach the brand's marketingobjectives.

(businessdictionary.com)


29/35

Need for Repositioning

Changing Customer Needs

Growing Market Needs

Meet Customer Requirements Loss in Customer Sales

Stagnant Product Benefits

Emerging new technologies


30/35

Four Phased Brand Repositioning

Phase 1-Determining the Current Status of the

Brand

Phase 2-What does the Brand Stand Today?

Phase 3- Developing the Brand Positioning

Platforms: Where can we Take it tomorrow to

Grow the Brand?

Phase 4-Refining the Brand Positioning and

Management Presentation


31/35

Customer Feedback- Improving the

Brand

Capitalize on the Customer Feedback

Finding ways to fill the voids

Match customer requirements


32/35

Case Study


33/35

References

Arora.R,(2006), Product Positioning based on search, experience and credence

using conjoint analysis[Online],15,285-292 Available from http://

www.emeraldinsight.com[acessed on 7-10-2013]

Boyed.H, Walker.O, Larreche.J(1995),Marketing Management,A Strategic Approach

with A Global Orientation,Second Edition.United States Of America,Von Hoffman

Press.Inc Fuchs.C,(2009), Evaluating the effectiveness of brand positioning strategies from a

consumer perspective[Online],44,1763-1786 Available from

http://www.emeraldinsight.com [accessed on 6-10-2013]

Gensch.D, Javalgi.R(1988), Issues and advances in Product Positioning Models in

Marketing Research[Online],10, 929-949, Available from

http://www.sciencedirect.com [accessed on 7-10-2013]

Gruca.T,Klemz.B(2003),Optimal new product positioning:A genetic algorithm

approach[Online],146,621-633 Available

from:http://www.sciencedirect.com[accessed on 4-10-2013]


34/35

References

Kaul.A,Rao.V,(1995), Research for Product Positioning and design decisions:Anintegrative review[Online], 12, 293-320 Available fromhttp://www.sciencedirect.com [accessed on 7-10-2013]

Khan.I,(2005), Samsung Mobile Repositioning From Cheap to wow[Online]Available from http://www.slideshare.net [accessed on 8-10-2013]

Kotler.P,Bowen.J,Makens.J(2010), Marketing for Hospitality and Tourism,FifthEdition.NewJersey, Pearson Publishing.

Kotler.P, (2002). Marketing Management Milleniumum Edition, Fifth edition.United States Of America, Pearson Custom Publishing.[Online] Available fromhttp://http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-

_Millenium_Edition.pdf [accessed on 5-10-2013]

Rhim.H,Cooper.L,(2005),Assessing Potential Threats to incumbent brands:NewProduct Positioning under price competition in a multisegmentedmarket[Online],22,159-182 Available from:http://www.sciencedirect.com[accessedon 6-10-2013]


35/35

marketing ppt 2013

Documents