10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning.
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10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning
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Transcript of 10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning.
10-1
MARKETING MANAGEMENTCanadian Twelfth Edition
10 Crafting the Brand
Positioning
10-2
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?
10-3
Marketing Strategy
SegmentationSegmentation
TargetingTargeting
PositioningPositioning
10-4
Positioning
Designing the company’s
offering and image for
a distinctive place in the mind of
the target market.
10-5
CigarettesCigarettes
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10-8
10-9
10-10
10-11
10-12
10-13
10-14
10-15
10-16
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10-21
Positions?
• Pizza places?
• Bars?
• Grocery stores?
10-22
Positioning
10-23
10-24
A Positioning Statement
To young, activesoft-drink consumers
with little time for sleep, Mountain Dew
is the soft drink that gives you energybecause it has the most caffeine.
10-25
Defining Associations
Points-of-parity (POPs)
Points-of-difference (PODs)
10-26
Consumer Desirability Criteria
RelevanceRelevance
DistinctivenessDistinctiveness
BelievabilityBelievability
10-27
Deliverability Criteria for PODs
FeasibilityFeasibility
CommunicabilityCommunicability
SustainabilitySustainability
10-28
Examples of Negatively Correlated Attributes and Benefits
• 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
10-29
Addressing negatively correlated PODs and POPs
• Present separately• Leverage equity of another entity• Redefine the relationship
10-30
Image Differentiation
10-31
Product Life Cycle
10-32
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
10-34
Market Evolution Stages
Emergence Growth
Maturity Decline
10-35
Maturity Strategies
10-36
Activity
Do brands have finite lives?
Take a position:
1. Brands can last forever.
2. Brands will eventually be obsolete.
