MARKETING MANAGEMENT
10
Crafting the Brand
Positioning
10-1
Chapter Questions
• How are brands differentiated?
• How can a firm choose and
communicate an effective positioning
in the market?
• What are the implications of market
evolution for marketing strategies?
10-2
Marketing Strategy
Segmentation
Targeting
Positioning
10-3
Positioning
Designing the company’s
offering and image for
a distinctive place in the mind of
the target market.
10-4
Cigarettes
Cigarettes
10-5
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
Positions?
• Pizza places?
• Bars?
• Grocery stores?
10-21
Positioning
10-22
10-23
A Positioning Statement
To young, active
soft-drink consumers
with little time for sleep,
Mountain Dew
is the soft drink that gives you energy
because it has the most caffeine.
10-24
Defining Associations
Points-of-parity (POPs)
Points-of-difference (PODs)
10-25
Consumer Desirability Criteria
Relevance
Distinctiveness
Believability
10-26
Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
10-27
Examples of Negatively Correlated
Attributes and Benefits
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•
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Low-price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe
Strong vs. Refined
Ubiquitous vs. Exclusive
Varied vs. Simple
10-28
Addressing negatively correlated
PODs and POPs
• Present separately
• Leverage equity of another entity
• Redefine the relationship
10-29
Image Differentiation
10-30
Product Life Cycle
10-31
Theories about Life Cycles
• Products have a limited life.
• Product sales pass through distinct stages.
• Profits rise and fall at different stages.
• Products require different marketing,
financial, manufacturing, purchasing, and
human resource strategies in each stage.
10-32
Product in Decline
10-33
Market Evolution Stages
Emergence
Growth
Maturity
Decline
10-34
Maturity Strategies
10-35
Activity
 Do brands have finite lives?
Take a position:
1. Brands can last forever.
2. Brands will eventually be obsolete.
10-36