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Crafting

the Brand Positioning

Marketing Management, 13thed

10

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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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What is Positioning?

Positioning is the act of designing thecompanys offering and image to

occupy a distinctive place in the mind of

the target market.

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Value Propositions

Perdue Chicken

More tender golden chicken at a moderate

premium price

Dominos

A good hot pizza, delivered to your door

within 30 minutes of ordering, at a

moderate price

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Defining Associations

Points-of-difference(PODs)

Attributes or benefits

consumers stronglyassociate 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 necessarilyunique to the brand

but may be shared

with other brands

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Conveying Category Membership

Announcing category benefits

Comparing to exemplars

Relying on the product descriptor

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Consumer Desirability Criteria forPODs

Relevance

Distinctiveness

Believability

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Deliverability Criteria for PODs

Feasibility

Communicability

Sustainability

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Examples of Negatively CorrelatedAttributes and Benefits

Low-price vs.

High quality

Taste vs. Lowcalories

Nutritious vs.

Good tasting Efficacious vs.

Mild

Powerful vs. Safe

Strong vs.

Refined Ubiquitous vs.

Exclusive

Varied vs. Simple

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Addressing negatively correlatedPODs and POPs

Present separately

Leverage equity of another entity

Redefine the relationship

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Differentiation Strategies

Product

Channel

Personnel Image

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Product Differentiation

Product form

Features

Performance

Conformance

Durability

Reliability

Reparability

Style

Design

Ordering ease

Delivery

Installation

Customer training

Customer consulting

Maintenance

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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 ineach life cycle stage

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Strategies for SustainingRapid 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 price-

sensitive buyers

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Stages in the Maturity Stage

Growth

Stable

Decaying maturity

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Marketing Product Modifications

Quality improvements

Feature improvements

Style improvements

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Marketing Program Modifications

Prices

Distribution

Advertising Sales promotion

Services

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Ways to Increase Sales Volume

Convert nonusers

Enter new market segments

Attract competitors customers

Have consumers use the product onmore occasions

Have consumers use more of the

product on each occasion Have consumers use the product in

new ways

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Market Evolution Stages

Emergence

Growth

Maturity Decline

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Emerging Markets

Latent

Single-niche

Multiple-niche Mass-market

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Maturity Strategies

Market fragmentation stage

Market consolidation stage