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Crafting the Brand Positioning
Marketing Management, 13th ed
10
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-3
Positioning Victoria’s Secret
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-4
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 market.
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-5
Value Propositions
• Perdue Chicken• More tender golden chicken at a moderate
premium price• Domino’s
• A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-6
Competitive Frame of Reference
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7
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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-8
PODs and POPs
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9
Establishing Category Membership
• This “four-in-one entertainment solution” from Konica failed to establish category membership
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10
Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-11
Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-12
Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-13
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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-14
Addressing negatively correlated PODs and POPs
• Present separately• Leverage equity of another entity• Redefine the relationship
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15
Differentiation Strategies
Product
Channel Image
Personnel
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-16
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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-17
Personnel Differentiation: Singapore Airlines
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-18
Channel Differentiation
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-19
Image Differentiation
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-20
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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-21
Figure 10.1 Sales and Product Life Cycle
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-22
Figure 10.2 Common Product Life-Cycle Patterns
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-23
Figure 10.3 Style, Fashion, and Fad Life Cycles
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-24
The Pioneer Advantage
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-25
Figure 10.4 Long-Range Product Market Expansion Strategy
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-26
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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-27
Stages in the Maturity Stage
Growth Stable Decayingmaturity
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-28
Marketing Product Modifications
• Quality improvements
• Feature improvements
• Style improvements
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-29
Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-30
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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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-31
A Product in Decline
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Market Evolution Stages
Emergence Growth
Maturity Decline
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Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-marketZibbie Zone is one of several
virtual worlds tied to toys.
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Figure 10.5 Maturity Strategies
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-35
Marketing Debate
Do brands have finite lives?
Take a position:1. Brands cannot be expected to last forever.
or
2. There is no reason for a brand to ever become obsolete.
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Marketing Discussion
What strategies do firms use totry to position themselves on thebasis of pairs of attributes andbenefits?