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10 Crafting the Brand Positioning Marketing Management, 13th ed Chapter Questions • How can a firm choose and communicate an effective positioning in the market? • How are brands differentiated? • What marketing strategies are appropriate at each stage of the product life cycle? • What are the implications of market evolution for marketing strategies? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 Marketing Strategy Segmentation-- group of customers who share a similar set of needs and wants Targeting—consumer that can be satisfied in a superior way Positioning—a distinctive place in the minds of the target market 8-3 Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. 8-4 Positioning 8-5 Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine. 8-6 Value Propositions • Perdue Chicken • More tender golden chicken at a moderate premium price • Domino’s • A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Defining Associations Points-of-difference (PODs) • Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand • FedEx—guaranteed overnight delivery • Nike—performance • Lexus—quality • Miller Lite Beer—onethird less calories 8-8 Points-of-parity (POPs) • Associations that are not necessarily unique to the brand but may be shared with other brands • Category—travel agency must be able to make air and hotel reservations, etc. • Competitive—Miller Lite beer—taste great Conveying Category Membership • Announcing category benefits--able to deliver on the fundamentals reason for using a category (e.g., Brownie mix) • Comparing to exemplars--used category membership parity (e.g., Tommy Hilfiger introduction compared its brand to Calvin Klein) • Relying on the product descriptor--communicate unique position (e.g., In order for Ford to communicate a vehicle that had the attributes of an SUV, a minivan, and a station wagon and avoid association with its “Explorer and Country Squire models,” labeled the vehicle “Freestyle” to designated it as a “sports wagon” Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9 Consumer Desirability Criteria for PODs • Relevance--personally relevant and important • Distinctiveness--superior (Splenda overtook Equal and Sweet ‘n Low) • Believability--credible Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10 Deliverability Criteria for PODs • Feasibility—must be able to create • Communicability—consumers must be able to understand benefits • Sustainability—preemptive and defensible positioning Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-11 Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste vs. Low calories • Nutritious vs. Good tasting • Powerful vs. Safe • Strong vs. Refined • Ubiquitous vs. Exclusive • Varied vs. Simple Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-12 Addressing negatively correlated PODs and POPs • Present separately • Leverage equity of another entity • Redefine the relationship Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-13 Differentiation Strategies • Channel—more effectively and efficiently design distribution channel coverage, expertise, and performance. • Personnel—better trained employees • Image—crafting of powerful, compelling images (e.g., Marlboro, Hyatt Regency Hotels—atrium lobbies) • Product Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-14 Product Differentiation • • • • • • • Product form Features Performance Conformance Durability Reliability Reparability • • • • • • • • Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15 Identity and Image Identity: The way a company aims to identify or position itself 8-16 Image: The way the public perceives the company or Its products Personnel Differentiation: Singapore Airlines 8-17 Image Differentiation 8-18 Product Life Cycle 8-19 Claims of Product Life Cycles • Products have a limited life • Product sales pass through distinct stages each with different challenges and opportunities • Profits rise and fall at different stages • Products require different strategies in each life cycle stage Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-20 Strategies for Sustaining Rapid Market Growth • Improve product quality, add new features, and improve styling • Add new models and flanker products • Enter new market segments • Increase distribution coverage • Shift from product-awareness advertising to product-preference advertising • Lower prices to attract the next layer of pricesensitive buyers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-21 Typical Changes in Marketing Variables over the Product Life Cycle Stages in the Maturity Stage • Growth • Stable • Decaying maturity Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-23 Common PLC Patterns: a) small kitchen appliances, b) new drugs, c) new uses or users-nylon 8-24 Style, Fashion, and Fad Life Cycles: a) distinctive mode of expression, b) currently accepted or popular style, c) fashions that come and go quickly 8-25 Marketing Product Modifications • Quality improvements—increasing functional performance • Feature improvements—adding new features—size, weight, materials, additives and accessories • Style improvements—increasing the product’s esthetic appeal Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-26 Marketing Program Modifications Prices Distribution Advertising Sales promotion Services 8-27 Ways to Increase Sales Volume • • • • Convert nonusers Enter new market segments Attract competitors’ customers Have consumers use the product on more occasions • Have consumers use more of the product on each occasion • Have consumers use the product in new ways Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-28 Market Evolution Stages • • • • Emergence Growth Maturity Decline Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-29 Emerging Markets Latent Single-niche Multiple-niche Mass-market 8-30 Maturity Strategies • Market fragmentation stage— focus on different segments of the market • Market consolidation stage— emergence of a new attribute that has strong appeal Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-31 Product in Decline 8-32