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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?
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10-2
Defining Associations
Points-of-parity
Points-of-difference
(PODs)
(POPs)
• Attributes or benefits • Associations that
consumers strongly
are not necessarily
associate with a
unique to the brand
brand, positively
but may be shared
evaluate, and believe
with other brands
they could not find to
the same extent with
a competitive brand
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10-3
Marketing Jargon
Points-of-difference
(Differentiators)
Points-of-parity
(Table Stakes)
Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product
descriptor
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10-5
Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability
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TreeTop Differentiators
• The bottle cap could also be used as a
measure.
• The bottle cap covered up the gap
between the drink and the top of the bottle
(it is almost impossible to fill to the top of
any bottle) so it looked full.
• The brand name suggested “Hard to Get”
and that the best Oranges were at the top
of the tree.
(never trust a Marketeer !)
Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
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10-8
Differentiation Strategies
Product
Personnel
Channel
Image
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Product Differentiation
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Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
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Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
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10-10
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
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10-11
Figure 10.1 Sales and
Product Life Cycle
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Figure 10.2 Common
Product Life-Cycle Patterns
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Figure 10.3 Style, Fashion, and
Fad Life Cycles
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Figure 10.4 Long-Range Product
Market Expansion Strategy
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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
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10-16
Stages in the Maturity Stage
Growth
Stable
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Decaying
maturity
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Marketing Programme Modifications
Pricing
Distribution
Advertising
Sales promotion
Services
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10-18
Ways to Increase Sales Volume
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•
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Convert non-users
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
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10-19
Market Evolution Stages
Emergence
Growth
Maturity
Decline
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10-20
Emerging Markets
Latent
Single-niche
Multiple-niche
Zibbie Zone is one of several
Mass-market
virtual worlds tied to toys
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Figure 10.5 Maturity Strategies
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