10 Crafting the Brand Positioning

Slides:



Advertisements
Similar presentations
Targeting, and Positioning for Competitive Advantage
Advertisements

Module 3 Market segmentation Dr. Mohamed Zamil AL-Akhtaby.
Customer-Driven Marketing Strategy Creating Value for Target Customers
Introduction to Marketing
Part Three: Market Segmentation Targeting & Psitioning
MARKETING Forretning og Ledelse – Lektion 10 Product Management Brand Management Customer Management.
Segmentation, Targeting and Positioning
MARKETING MANAGEMENT 13th edition
MARKETING MANAGEMENT 13th edition
New-Product Development and Product Life-Cycle Strategies
Differentiation and Positioning. Product Position The way the product is defined by consumers on important attributes--the place the product occupied.
Positioning and PLC. Product Differentiation Most competitive advantages lasts only a short time. Companies therefore constantly need to think up new.
Dr. Saleh Alqahtani Chapter 11 Positioning and Differentiating the Market Offering Through the Product Life Cycle by.
10-1 MARKETING MANAGEMENT 10 Crafting the Brand Positioning.
10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning.
“You cannot be all things to all people”
10 Crafting the Brand Positioning 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2 Chapter Questions  How can a firm develop.
Crafting the Brand Positioning
10 Crafting the Brand Positioning
10-1 MARKETING MANAGEMENT 10 Crafting the Brand Positioning.
GLOBAL MARKETING Marketing Segmentation Market Attractiveness Positioning.
Crafting the Brand Positioning
Brand Positioning Pertemuan 9 Mata kuliah: J Produk dan Merk Tahun: 2010.
Crafting the Brand Position. Top Brands Marketing Strategy TPS SegmentationTargetingPositioning Companies seek to discover different needs and groups.
Crafting the Brand Positioning
Applied Mareking. What is a market segment? A market segment consists of a group of customers who share a similar set of needs and wants.
A FRAMEWORK for MARKETING MANAGEMENT Kotler KellerCunningham Chapter 9 Creating Positioning and Dealing with Competition.
Crafting the Brand Positioning
Applied Mareking. What is a market segment? A market segment consists of a group of customers who share a similar set of needs and wants.
Session Outline Differentiation and Positioning Market Segmentation
Introduction to Marketing
MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning KotlerKeller.
8 Identifying Market Segments and Targets
POSITIONING THE MARKET OFFERING THROUGH THE PRODUCT LIFE CYCLE
Global Edition Chapter Seven
Crafting the Brand Positioning
Chapter 9 Creating Brand Equity Brand Equity: added _____ endowed to products and services - value is reflected in how we think, feel and act with respect.
CHAPTER 11 Positioning and Differentiating the Product through the Product Life Cycle.
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 10 Chapter 10 Developing, Positioning, and.
Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Part 2 Customer-Driven Marketing Strategy Creating.
Crafting the Brand Positioning
Crafting the Brand Positioning Marketing Management, 13 th ed 10.
Successive Sets Involved in Customer Decision Making FISHBEIN MULTI-ATTRIBUTE MODEL FOR BUYING Philips LG Samsung Sansui Onida Videocon Sony BPL Hitachi.
CH 11. WHAT IS POSITIONING? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target.
PowerPoint Presentation by Sixit Bhatta Segmentation, Targeting, Positioning Session-4.
MM271 Introduction to Marketing Topic 4 Identifying Market Segments & Targets.
MM: Chapter 11 Positioning differentiating Positioning and differentiating the Market Offering Through the Product Life Cycle.
Targeting, and Positioning for Competitive Advantage
Session-23, 24 Differentiation Principles of marketing.
Marketing Management 18 April 2011.
MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning KotlerKeller.
Customer-Driven Marketing Strategy: Creating Value for Target Customers 7 Principles of Marketing.
0 Chapter 10 Developing, Positioning, and Differentiating Products through the Life Cycle.
Copyright © 2003 Prentice-Hall, Inc Chapter 8 Positioning and Differentiating the Market Offering Through the Product Life Cycle by By Ung Veasna,
9 Crafting the Brand Positioning. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing.
Customer-Driven Marketing Strategies
MARKETING MANAGEMENT Identifying Market Segments and Selecting Target Markets, Positioning & Differentiating the Market Offering through the Product Life.
CHAPTER 10 CRAFTING THE BRAND POSITIONING
Chapter 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage.
Product Life Cycle Products have a limited life.
BUSINESS MARKET & BUSINESS BUYER BEHAVIOUR
Chapter 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage.
Crafting the Brand Positioning
DASAR-DASAR PEMASARAN
SEGMENTATION, TARGETING AND POSITIONING
Positioning and PLC.
10 Crafting the Brand Positioning
MARKETING MANAGEMENT 12th edition
Principles of Marketing
SEGMENTATION, TARGETING AND POSITIONING
Presentation transcript:

10 Crafting the Brand Positioning MARKETING STRATEGY 10 Crafting the Brand Positioning

Marketing Strategy Segmentation Targeting Positioning

Strategic Positioning Strategic positioning is about differentiating your company from competitors, in order to attract and maintain a specific customer segment Identifying the salient (basic / central) features of the product or service Finding the ideal value of the salient features for the targeted consumer segment Investigating consumers’ perceptions of the values of the salient features of competitors products

Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. Positioning maps show consumer perceptions of their brands versus competing products on important buying dimensions

Positioning Positioning Strategies Positioning by attribute: associate the product with specific attribute(s) (e.g. energy, reliability, safety, performance) Positioning by price and quality (e.g. Lidl) Positioning with respect to use or application (e.g. cereals as a breakfast meal) Positioning with respect to a competitor / product class (e.g. Avis car rental)

Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.

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 e.g. Fed Ex – overnight delivery Nike - performance Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands

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

Differentiation Strategies Product Personnel Channel – Design the channels of distribution to achieve coverage, expertise, performance Image

Product Differentiation Product form Features Performance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Maintenance

Personnel Better trained people exhibit six characteristics: Competence: posses the required skills & knowledge Credibility: trustworthy Reliability: perform the service consistently & accurately Responsiveness: respond quickly Communicate effectively

Identity and Image Identity: The way a Image: company aims to identify or position itself (The intended message Must be conveyed through Every available Communication channel) Image: The way the public perceives the company or its Products (e.g. Marlboro)

Differentiation and Positioning Identifying Possible Value Differences and Competitive Advantage Competitive Advantage is the advantage over competitors gained by offering greater value either through lower prices or by providing more benefits that justify higher prices

Product Life Cycle Introduction Growth Maturity Decline

Facts about Life Cycles Products have a limited life. Product sales pass through distinct stages. Profits rise and fall at different stages. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.

Marketing Program Modifications Prices Distribution Advertising Sales promotion Services