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Transcript
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 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 10-6 Examples of Negatively Correlated Attributes and Benefits Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting 10-7 Addressing Negatively Correlated PODs and POPs Present separately Leverage equity of another entity Redefine the relationship 10-8 Differentiation Strategies Product Personnel Channel 10-9 Product Differentiation Product form Features Performance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Maintenance 10-10 Product Life Cycle Introduction Growth Maturity Decline 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. 10-12 Marketing Program Modifications Prices Distribution Advertising Sales promotion 10-13 Market Evolution Stages Emergence Growth Maturity Decline 10-14
