Kotler framework 5e_09_sppt
Transcript of Kotler framework 5e_09_sppt
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Framework for Marketing Management
9Crafting the
Brand Positioning and Competing
Effectively
1
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2
Chapter Questions
How can a firm develop and establish an effective positioning?
How are brands successfully differentiated? How do marketers identify and analyze
competition? How can market leaders, challengers,
followers, and nichers compete effectively?
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What is Positioning?
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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
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Competitive Frame of Reference
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Defining AssociationsPoints-of-difference 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 Associations that are not necessarily unique to the brand but may be shared with other brands
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Point-of-Difference Criteria
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Desirable
Deliverable
Differentiating
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POP versus POD
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Figure 9.1a Perceptual Map: Current Perceptions
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Figure 9.1b Perceptual Map: Possibilities
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Brand Mantras
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Designing a Brand Mantra
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Communicate
Simplify
Inspire
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Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
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Differentiation Strategies
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Dimensions of Differentiation
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Employee
Channel
Image
Services
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Emotional Branding
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Strong culture
Communication style
Emotional hook
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Figure 9.1 Hypothetical Market Structure
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Expanding the Total Market
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New Ways to Use a Brand
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Protecting Market Share
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Responsive anticipation
Creative anticipation
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Types of Defense Strategies
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Market Challenger Strategies
Define the strategic objective and opponents Choose a general attack strategy Choose a specific attack strategy
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General Attack Strategies
Frontal attack Flank attack Encirclement attack Bypass attack Guerilla warfare
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Specific Attack Strategies
Price discounts Lower-priced goods Value-priced goods Prestige goods Product
proliferation Product innovation
Improved services Distribution
innovation Manufacturing-cost
reduction Intensive
advertising promotion
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Market Follower Strategies
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Market Nicher Strategies
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Niche Specialist Roles
End-User Specialist Vertical-Level
Specialist Customer-Size
Specialist Specific-Customer
Specialist Geographic
Specialist
Product-Line Specialist
Job-Shop Specialist
Quality-Price Specialist
Service-Specialist Channel Specialist
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For Review
How can a firm develop and establish an effective positioning?
How are brands successfully differentiated? How do marketers identify and analyze
competition? How can market leaders, challengers,
followers, and nichers compete effectively?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-28