MARKETING MANAGEMENT14th edition

10 Crafting the Brand

Positioning

Marketing Strategy

SegmentationSegmentation

TargetingTargeting

PositioningPositioning

Positioning

Act of designing the company’soffering and image to occupya distinctive place in the mind ofthe target market.

Positioning provides synergy among 4Ps.

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

Defining AssociationsPoints-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

Consumer Desirability Criteria for PODs

RelevanceRelevance

DistinctivenessDistinctiveness

BelievabilityBelievability

Deliverability Criteria for PODs

FeasibilityFeasibility

CommunicabilityCommunicability

SustainabilitySustainability

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

Developing and Communicating a Positioning Strategy

• Positioning: How many ideas to promote?

Unique selling proposition Four major positioning errors

1. Underpositioning2. Overpositioning3. Confused positioning4. Doubtful positioning

USP

• Who are the customers?• What is the set of needs

that the product fulfills?• Why is the product the

best option to satisfy those needs?

CHP: 8&10-10

Positioning Statement

• Our (1)product/brand is• (2)single most important claim

• among all (3)competitive frame

• because (4)single most important

support.

Our (1)KKY yogurt is (2)the healthiest

among all (3)KKY because of (4)our

unique hygenic technology.

CHP: 8&10-11

Differentiation Strategies

Product

Channel Image

Personnel

Product Differentiation

• Product form• Features• Performance• Conformance• Durability• Reliability• Reparability

• Style• Design• Ordering ease• Delivery• Installation• Customer training• Customer

consulting• Maintenance

Identity and Image

Identity: The way acompany aims to identify or position itself

Image: The way thepublic perceivesthe company or itsproducts

Thank you