10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning

10-2 Chapter Questions How are brands differentiated? How can a firm choose and communicate an effective positioning in the market? What are the implications of market evolution for marketing strategies?

10-3 Marketing Strategy Segmentation Targeting Positioning

10-4 Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

10-5 Cigarettes

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10-21 Positions? Pizza places? Bars? Grocery stores?

10-22 Positioning

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10-24 A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

10-25 Defining Associations Points-of-parity (POPs) Points-of-difference (PODs)

10-26 Consumer Desirability Criteria Relevance Distinctiveness Believability

10-27 Deliverability Criteria for PODs Feasibility Communicability Sustainability

10-28 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

10-29 Addressing negatively correlated PODs and POPs Present separately Leverage equity of another entity Redefine the relationship

10-30 Image Differentiation

10-31 Product Life Cycle

10-32 Theories 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.

10-33 Product in Decline

10-34 Market Evolution Stages EmergenceGrowth MaturityDecline

10-35 Maturity Strategies

10-36 Activity Do brands have finite lives? Take a position: 1.Brands can last forever. 2. Brands will eventually be obsolete.