MARKETING MANAGEMENT 13 th edition 10 Crafting the Brand Positioning KotlerKeller.
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Transcript of MARKETING MANAGEMENT 13 th edition 10 Crafting the Brand Positioning KotlerKeller.
MARKETING MANAGEMENT13th edition
10 Crafting the Brand
Positioning
Kotler Keller
CHP: 8&10-2
Marketing Strategy
SegmentationSegmentation
TargetingTargeting
PositioningPositioning
CHP: 8&10-3
Positioning
Act of designing the company’soffering and image to occupy
a distinctive place in the mind ofthe target market.
CHP: 8&10-4
Choosing a Positioning Strategy
Step 1. Identifying Possible
Competitive Advantages
Step 2. Selecting the Right
Competitive Advantage
Step 3. Communicating and
Delivering the Chosen Position
CHP: 8&10-5
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
CHP: 8&10-6
Consumer Desirability Criteria for PODs
RelevanceRelevance
DistinctivenessDistinctiveness
BelievabilityBelievability
CHP: 8&10-7
Deliverability Criteria for PODs
FeasibilityFeasibility
CommunicabilityCommunicability
SustainabilitySustainability
CHP: 8&10-8
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
CHP: 8&10-9
• Positioning: How many ideas to promote?
• Unique selling proposition
– Four major positioning errors1. Underpositioning
2. Overpositioning
3. Confused positioning
4. Doubtful positioning
Developing and Communicating a Positioning Strategy
CHP: 8&10-10
Differentiation Strategies
Product
Channel Image
Personnel
CHP: 8&10-11
Product Differentiation
• Product form• Features• Performance• Conformance• Durability• Reliability• Reparability
• Style• Design• Ordering ease• Delivery• Installation• Customer training• Customer consulting• Maintenance
CHP: 8&10-12
Identity and Image
Identity:
The way a
company aims to
identify or
position itself
Image:
The way the
public perceives
the company or its
products