Download Crafting the Brand Positioning

Crafting the Brand
Positioning
Positioning
Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
10-2
Value Propositions
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Domino’s
A
good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate
price
10-3
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.
10-4
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
Points-of-parity (POPs)
 Associations that are
not necessarily
unique to the brand
but may be shared
with other brands
10-5
Consumer Desirability Criteria for
PODs
Relevance
 Distinctiveness
 Believability
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10-6
Examples of Negatively Correlated
Attributes and Benefits
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Low-price vs. High
quality
Taste vs. Low
calories
Nutritious vs. Good
tasting
10-7
Addressing Negatively Correlated
PODs and POPs
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Present separately
Leverage equity of another entity
Redefine the relationship
10-8
Differentiation Strategies
Product
 Personnel
 Channel
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10-9
Product Differentiation
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Product form
Features
Performance
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Durability
Reliability
Reparability
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Style
Design
Ordering ease
Delivery
Installation
Customer training
Maintenance
10-10
Product Life Cycle
Introduction
 Growth
 Maturity
 Decline
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10-11
Facts 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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10-12
Marketing Program Modifications
Prices
 Distribution
 Advertising
 Sales promotion
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10-13
Market Evolution Stages
Emergence
 Growth
 Maturity
 Decline
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10-14