1. Crafting the Brand Positioning11
Crafting the Brand Positioning
Marketing Management, 13th ed

2. Chapter Questions
How can a firm choose and communicate an effective positioning in the market?
How are brands differentiated?
What marketing strategies are appropriate at each stage of the product life cycle?
What are the implications of market evolution for marketing strategies?
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3. 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 (Apple design, Nike Performance, Lexus quality)
Points-of-parity
(POPs)
Associations that are not necessarily unique to the brand but may be shared with other brands
Category POP e.g., Travel Agency has to make hotel & travel reservations
Competitive POP e.g., Savlon vs. Detol
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4. Conveying Category Membership
Announcing category benefits (Laziza Kheer Mix in desert category)
Comparing to exemplars (Mixer associating itself with Tang)
Relying on the product descriptor (BMW-luxury and performance)
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5. Consumer Desirability Criteria for PODs
Relevance (One hotel stating the world’s tallest-not relevant for tourists)
Distinctiveness (Splenda sugar overtook Equal because made of sugar without any side effects)
Believability (Mountain Dew is more energizing soft drink by emphasizing higher levels of caffeine)
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6. Deliverability Criteria for PODs
Feasibility (GM had to work very hard by changing consumer perception about Cadillac as youthful brand)
Communicability (Proof points-Nivea wrinkle control crème)
Sustainability (Visa, American Express more sustainable vs. Fashion industry)
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7. Differentiation Strategies (Competitive Advantage)
Product
(Microsoft,
Southwest Airline)
Personnel
(Singapore Airline)
Channel (Eureka
Forbes Vacuum
Cleaner-direct to
home channel)
Image (Marlboro's-
Macho cowboy,
Commander Safeguard)
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8. Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
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9. Claims of Product Life Cycles
Products have a limited life
Product sales pass through distinct stages each with different challenges and opportunities
Profits rise and fall at different stages
Products require different strategies in each life cycle stage
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10. Figure 10.1 Sales and Product Life Cycle
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11. Figure 10.2 Common Product Life-Cycle Patterns
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12. Figure 10.3 Style, Fashion, and Fad Life Cycles
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13. Figure 10.4 Long-Range Product Market Expansion Strategy
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14. Strategies for Sustaining Rapid Market Growth
Improve product quality, add new features, and improve styling
Add new models and flanker products
Enter new market segments
Increase distribution coverage
Shift from product-awareness advertising to product-preference advertising
Lower prices to attract the next layer of price-sensitive buyers
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15. Stages in the Maturity Stage
Growth
(Sales growth
starts to decline,
no new channels
to fill, new
competitive
force emerge)
Stable
(Sales flatten
on saturation
basis, future
growth
depends on
population
growth &
replacement )
Decaying Maturity
(sales slow down
creating over capacity.
Competitors scramble
to find niches, start
advertising & consumer
promotions. R&D to
come up with line
extensions. Weak
competitors withdraw)
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16. Product Modification
Quality improvement: Stronger, bigger or better (chakki atta in Pakistan)
Feature improvement: Size, weight, materials, additives & accessories (Provide free publicity & generate sales force and distributor enthusiasm)
Style improvement: Improve product esthetic sense (new car models)
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17. Marketing Program Modifications
Prices (Price cuts? What sort or Price increase?)
Distribution (Toyo Nasic, Omroc & Nova)
Advertising (Increase ads, change message)
Sales promotion (What sort of promotions?)
Services (Delivery, after sales, credit)
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18. Ways to Increase Sales Volume
Convert nonusers
Enter new market segments
Attract competitors’ customers
Have consumers use the product on more occasions
Have consumers use more of the product on each occasion
Have consumers use the product in new ways
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19. Market Evolution Stages
Emergence
Growth
Maturity
Decline
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20. Emerging Markets Latent Single-niche Multiple-niche Mass-market
Zibbie Zone is one of several
virtual worlds tied to toys
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21. Figure 10.5 Maturity Strategies
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