TOP 10 CONCEPTS FOR CH10
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Transcript of TOP 10 CONCEPTS FOR CH10
TOP 10 Learning Concepts for
Chapter 10:
Crafting the Brand Positioning
Anna Katrina L. GurayApril 8, 2011
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OUTLINE PODs and POPs Category Membership Desirability Criteria for PODs Deliverability Criteria for PODs Differentiation Strategies
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OUTLINE Product Differentiation Claims of Product Life Cycles Marketing Program Modifications Ways to Increase Sales Volume Market Evolution Stages Summary
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PODs are POINTS-OF-DIFFERENCE
Concept 1: PODs
PERFORMANCE GUARANTEED OVERNIGHT DELIVERY
MINI COOPER
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POPs are POINTS-OF-PARITY
Concept 1: POPs
+ =
= + +
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Brand Membership is Important!
Concept 2: Category Membership
Announcing Category Benefits
Comparing to Exemplars
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Brand Membership is Important!
Concept 2: Category Membership
Relying on theProduct Descriptor
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Consumers’ Perspective
Concept 3: Desirability Criteria for PODs
RELEVANT?
DISTINCTIVE?
BELIEVABLE?
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Company’s Perspective
Concept 4: Deliverability Criteria for PODs
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FEASIBILITY
COMMUNICABILITY
SUSTAINABILITY
Create Differentiation!
Concept 5: Differentiation Strategies
PRODUCT
PERSONNEL
CHANNEL
IMAGE
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Differentiation increases sales!
Product Form Features Performance Conformance Durability Reliability Reparability
Concept 6: Product Differentiation
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Differentiation is distinguishing a product from others
Style Design Delivery Installation Customer Training Customer
Consulting Maintenance
Concept 6: Product Differentiation
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How the market really works…
Products have a limited life.
Products sales pass through distinct stages.
Concept 7: Claims of Product Life Cycles
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How the market really works…
Profits rise and fall.
Products require different strategies.
Concept 7: Claims of Product Life Cycles
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How Product Managers can stimulate sales?
Concept 8: Marketing Program Modifications
PRICE CUTMORE
OUTLETSMORE
ADVERTISING MEANS
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How Product Managers can stimulate sales?
Concept 8: Marketing Program Modifications
SALES PROMOTIONS
GOOD SERVICES
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How Product Managers can increase sales volume?
Convert nonusers. Enter new market
segments. Attract competitors’
customers. Have consumers use
the product more often.
Have consumers use the product in new ways.
Concept 9: Ways to Increase Sales Volume
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How the market evolves…
Concept 10: Market Evolution Stages
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Stage 1:EMERGENCE
Stage 2:GROWTH
Stage 3:MATURITY
Stage 4:DECLINE
STAGE 1: EMERGENCE
Concept 10: Market Evolution Stages
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Need for a faster means
of calculationBefore the maket
materializes,it exists as a latent
market.
STAGE 2: GROWTH
Concept 10: Market Evolution Stages
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If the product sells well, the firm enters the
market
STAGE 3: MATURITY
Concept 10: Market Evolution Stages
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Eventually competitors cover and serve all the major market segments
STAGE 4: DECLINE
Concept 10: Market Evolution Stages
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Societies total need level decreases or superior technology replaces the old
Brand Positioning is a MUST!
Summary
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Determine PODs and POPs. Convey Category Membership Follow the set criteria for PODs. Create Differentiation. Observe Product Life Cycles. Set a Powerful Marketing Program. Think of Ways to Increase Sales Volume. Observe how the market evolves.