Names:
GRADING SCHEDULE
Saxonville Branding
Topic
Poor
Fair
Good
Excellent
Will reasonable assumptions make the two options equal?
.25
.5
.75
1
What level of A&P achieves the objective?
.25
.5
.75
1
Comparative Analysis
.25
.5
.75
1
Brand Laddering & Positioning
.25
.5
.75
1
Financial Comparison
TOTAL
Comments:
Exhibit A
Saxonville Comparative Advantage Analysis
Compared to national frozen sausage
competitors, Saxonville’s capabilities
appear to be:
Compared to local Italian sausage
competitors, Saxonville’s capabilities
appear to be:
Product Management
• Ability to develop and deliver superior-quality and/or customized goods and
services.
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Inferior
Equivalent
Superior
Communications Management and Brand-building capability
• Ability to create & manage customer value perceptions leading to high
levels of brand equity, using effective: positioning, advertising message
delivery, personalized communications, & integrated mktg communications
Pricing Management
• Ability to extract the optimal revenue from customers, e.g., through a
sophisticated yield management system capability
Channel Management
• Ability to establish and manage channels of distribution that effectively and
efficiently deliver value to end-user customers
Customer Relationship Management
• Ability to identify and initiate, maintain, and leverage relationships with
profitable prospects and customers to create superior customer-level profits.
Requires data collection & interpretation capability & individual targeting
& personalized communications capabilities for individual customers.
Market Sensing & Customer Insights
• Ability to learn about customers, competitors, channel members and the
broader market to develop actionable market intelligence and customer
segmentation and targeting schema
Marketing Planning & Implementation
• Ability to conceive and implement marketing strategies that optimize the
match between the firm’s resources (including multiple product
lines/brands) and the marketplace to achieve superior sales and profits
Given this analysis, Saxonville’s competitive advantage is best
described as (if you think they have no advantage, describe what you
think their best chance for establishing advantage might be and what
capabilities would be required to achieve the advantage):
Saxonville’s competitive advantage is best described as:
Based on superior:
Exhibit B
Saxonville’s Brand Ladder and Positioning Statement* for the Chosen Alternative
* See K&P, p. 140: “For (target market and need), the (product, service, brand name) is a (product class or category) that (statement of unique
attributes or benefits provided).” Your benefits provided should be taken directly from the Emotional Benefits and Core Value in the Brand Ladder.