Branding & Services
Marketing
Brand Positioning
Marketing Jeopardy
What is a brand?
The promise you make to your customers /
prospective customers
Brand Positioning
What do we mean by positioning?
A couple of definitions
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Creating distinct and valued physical and
perceptual differences between one’s product
and its competitors, as perceived by the target
customer.
The act of designing the firm’s market offering
so that it occupies a distinct and valued place
in the minds of its target customers.
Marketing Jeopardy
What is determining exactly what niche your
offering is intended to fill?
Brand Positioning
Brand Positioning
What don’t we mean by positioning?
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Which stores or channels you’ll sell the
product in
Where on the shelf you hope to have it
placed
The market segment you will target
These decisions are related to or grow out of
the positioning decision, but they are not
positioning, as marketers use the term.
Competitive Positioning Strategies
Competitive Advantage
Lower Cost
Differentiation
Broad Target
Cost
Leadership
Strategy
Differentiation
Strategy
Narrow Target
Focus
Strategy
Focus Strategy
(Differentiation
Based)
Competitive
Scope
Physical & Perceptual Positioning Analysis
Physical positioning
Perceptual positioning
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Technical orientation
Physical characteristics
Objective measures
Data readily available
Physical brand properties
• Large number of dimensions
• Represents impact of product
specs and price
• Direct R&D implications
Consumer orientation
Perceptual attributes
Perceptual measures
Need for marketing research
Perceptual brand positions
and positioning intensities
• Limited number of dimensions
• Represents impact of product
specs and communication
• R&D implications need to be
interpreted
Perceptual Maps
Import
Domestic
Light
Beer
Heavy
Where would you plot your favorite beers? Your best
friend’s favorites? Your parent’s?
Positioning Statement Framework
FOR distributors who want to enhance their
profitability
EiKO IS the alternative lighting supplier
THAT GIVES YOU a competitive edge
BECAUSE as the most experienced Far East
importer, we have the experience and the
skills necessary to deliver to you a superior
lighting product at a lower cost.
Positioning Statement Framework
FOR distributors who want to enhance their profitability
EiKO IS the alternative lighting supplier
THAT GIVES YOU a competitive edge
UNLIKE the other “boutique” suppliers, EiKO is the
only one to offer:
• Broad product coverage in several market segments
• Virtually every product the Big 3 provide
• Hard-to-find specialty bulbs
• Responsive, flexible service
• Attractive profit margins
Value Proposition
The USP: Unique Selling Proposition
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How you win the battle in thirty seconds
Elevator conversation explains your
differentiation
Defines how you expect to win the prospect
to your side
Marketing Services
Marketing a Service
What is a “Service”?
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An intangible
Inseparable
Perishable
Heterogeneous
Client-based Relationships
Most involve customer contact
Service Characteristics
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Intangibility
– Difficult for customer to evaluate
– No physical possession
– Difficult to display/advertise
– Difficult to price
– No patent protection
Service Characteristics
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Inseparability
– No mass production
– Customer must participate in the production
– Other consumers affect the outcomes
– Difficult to distribute
Service Characteristics
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Perishability
– Cannot be stored or inventoried
– Difficult to balance supply and demand
– Unused capacity lost forever
– Demand can be very time sensitive
Service Characteristics
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Heterogeneity
– Quality difficult to control
– Standardization very difficult
Service Characteristics
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Client-based Relationships
– Tough to satisfy and keep clients over time
– Generating repeat business is a challenge
– Relationship marketing is critical
Service Characteristics
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Customer Contact
– Providers are critical to delivery
– High levels of employee training and
motivation are required
– Maintaining customer satisfaction difficult as
contact relationship changes
Distribution of Services
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Typically short and direct
Often use intermediaries
Balancing supply and demand a key
Moving from high contact to low contact
approach
Promotion of Services
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Explanation of features and benefits
difficult
Often marketed to lifestyles of target
audience
More price promotions
Word of Mouth critical
Promotional programs designed to
encourage trial (guarantees)
Pricing of Services
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Performance-based for specific tasks
Often demand-based
Bundled pricing plays a role
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Perceived quality often pegged to price
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Dimensions of Service Quality
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Tangibles
Appearance of physical facilities,
equipment, personnel, and
communications materials.
Reliability
Ability to perform the promised service
dependably and accurately.
Responsiveness Willingness to help customers and
provide prompt service.
Assurance
Knowledge and courtesy of employees
and their ability to convey trust and
confidence.
Empathy
Caring, individualized attention the
firm provides its customers.
Determinants of Perceived Service Quality
Marketer
Customer
Word-of-mouth
communications
Personal needs
Past experience
Expected service
Gap 5
Perceived service
Gap 1
Service delivery
(including pre and
post contracts)
External
communication to
consumers
Gap
4
Gap 3
Translation of perceptions
into service quality specs
Gap 2
Mgmt. perceptions of
consumer. expectations
Non-Profit Marketing
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NP organization marketing
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NP social marketing
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Concepts and techniques
Not profit-generating
Promotion of social causes
Opportunity for greater creativity
Can be controversial
Primary objective is the desired response
Non-Profit Marketing
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Target Markets are somewhat different
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Client publics (direct)
General publics (indirect)
Marketing Mix often ignored
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Ideas and concepts more difficult to market
than intangibles
Promotion: advertising & public relations
Distribution channels based on availability