Transcript
MARKETING MANAGEMENT12th edition
10 Crafting the Brand
Positioning
Kotler Keller
10-2
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?
10-3
Marketing Strategy
Segmentation Targeting Positioning
10-4
Positioning
Act of designing the company’soffering and image to occupy
a distinctive place in the mind ofthe target market.
10-5
Value Propositions
Domino’sA good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate price
10-6
Writing a Positioning Statement
Mountain Dew: To young, activesoft-drink consumers who have
little time for sleep, Mountain Dewis the soft drink that gives you
more energy than any other brandbecause it has the
highest level of caffeine.
10-7
Positioning possibilities
Attribute Benefit Use or application User Competitor Product category ( leader) Quality or price
10-8
Communicating positioning
Important Distinctive Superior Pre emptive Affordable profitable
10-9
Differentiation
Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors offerings.
10-10
Differentiation Strategies
Product Personnel Channel Image
10-11
Product Differentiation
Form: size shape, physical structure Features :That supplement basic functions Performance quality : Level at which product’s primary
characteristics operate Conformance : Degree to which all the produced units are identical
and meet promised specifications Durability : Measure of the product’s expected operating life under
natural conditions Reliability : Measure of the probability that a product will not
malfunction with in a specified time period Reparability : Ease of fixing a product when it malfunctions Style : How a product looks and feels Design is the totality of features
10-12
Product Differentiation
Product form ( Doy) Features (Golden Eye) Performance
( Verna,BMW) Conformance (McDonald) Durability (vehicles) Reliability (V-guard) Reparability (Maruti)
Style ( Hidesign) Design ( Apple)
10-13
Service differentiation
Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair
10-14
Service Differentiation
Ordering ease (pizza,) Delivery (Fedex) Installation ( Customer training (GE,Maruti driving
school) Customer consulting ( Accenture, IBM) Maintenance ( HP)
10-15
Personnel differentiation
Competence Courtesy Credibility Reliability Responsiveness Communication
HDFC Bank, Bajaj Allianz Super Agent, Eureka Forbes ( Eurochamp),Taj Hotels
10-16
Channel differentiation
Coverage Expertise Performance
Eureka Forbes, Amway,Avon, HUL, ICICI Bank, Maruti service,
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Identity and Image
Identity:
The way a
company aims to
identify or
position itself
Image:
The way the
public perceives
the company or its
products
10-18
Image Differentiation
Symbols Media Atmosphere Events
10-19
Image
Marlboro Mercedes Rolls Royce Nike swoosh Filmfare awards Sahara ( ambience ) , Hyatt Regency for atriums Amul through media ( Topicals)
10-20
Positioning errors
Under positioning : vague idea Over positioning : narrow Confused positioning : too many Doubtful positioning : consumer doesn’t
believe
10-21
Advanced positioning concepts
10-22
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
Points-of-parity (POPs) Associations that are
not necessarily unique to the brand but may be shared with other brands
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Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor
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Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability
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Deliverability Criteria for PODs
Feasibility Communicability Sustainability
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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
10-27
Addressing Negatively Correlated PODs and POPs
Present separately Leverage equity of another entity Redefine the relationship
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