Brand Positioning

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?

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Marketing Strategy

Segmentation Targeting Positioning

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Positioning

Act of designing the company’soffering and image to occupy

a distinctive place in the mind ofthe target market.

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Value Propositions

Domino’sA good hot pizza, delivered to your door

within 30 minutes of ordering, at a moderate price

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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.

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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

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Differentiation

Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors offerings.

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Differentiation Strategies

Product Personnel Channel Image

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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

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Product Differentiation

Product form ( Doy) Features (Golden Eye) Performance

( Verna,BMW) Conformance (McDonald) Durability (vehicles) Reliability (V-guard) Reparability (Maruti)

Style ( Hidesign) Design ( Apple)

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Service differentiation

Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair

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Service Differentiation

Ordering ease (pizza,) Delivery (Fedex) Installation ( Customer training (GE,Maruti driving

school) Customer consulting ( Accenture, IBM) Maintenance ( HP)

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Personnel differentiation

Competence Courtesy Credibility Reliability Responsiveness Communication

HDFC Bank, Bajaj Allianz Super Agent, Eureka Forbes ( Eurochamp),Taj Hotels

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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

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Image Differentiation

Symbols Media Atmosphere Events

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Image

Marlboro Mercedes Rolls Royce Nike swoosh Filmfare awards Sahara ( ambience ) , Hyatt Regency for atriums Amul through media ( Topicals)

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Positioning errors

Under positioning : vague idea Over positioning : narrow Confused positioning : too many Doubtful positioning : consumer doesn’t

believe

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Advanced positioning concepts

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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

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Addressing Negatively Correlated PODs and POPs

Present separately Leverage equity of another entity Redefine the relationship