Download Chapter10 - U of L Class Index

MARKETING MANAGEMENT
10
Crafting the Brand
Positioning
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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?
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Marketing Strategy
Segmentation
Targeting
Positioning
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Positioning
Designing the company’s
offering and image for
a distinctive place in the mind of
the target market.
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Cigarettes
Cigarettes
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Positions?
• Pizza places?
• Bars?
• Grocery stores?
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Positioning
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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.
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Defining Associations
Points-of-parity (POPs)
Points-of-difference (PODs)
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Consumer Desirability Criteria
Relevance
Distinctiveness
Believability
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Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
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Examples of Negatively Correlated
Attributes and Benefits
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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
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Addressing negatively correlated
PODs and POPs
• Present separately
• Leverage equity of another entity
• Redefine the relationship
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Image Differentiation
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Product Life Cycle
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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.
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Product in Decline
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Market Evolution Stages
Emergence
Growth
Maturity
Decline
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Maturity Strategies
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Activity
 Do brands have finite lives?
Take a position:
1. Brands can last forever.
2. Brands will eventually be obsolete.
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