TOP 10 Learning Concepts for

Chapter 10:

Crafting the Brand Positioning

Anna Katrina L. GurayApril 8, 2011

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OUTLINE PODs and POPs Category Membership Desirability Criteria for PODs Deliverability Criteria for PODs Differentiation Strategies

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OUTLINE Product Differentiation Claims of Product Life Cycles Marketing Program Modifications Ways to Increase Sales Volume Market Evolution Stages Summary

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PODs are POINTS-OF-DIFFERENCE

Concept 1: PODs

PERFORMANCE GUARANTEED OVERNIGHT DELIVERY

MINI COOPER

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POPs are POINTS-OF-PARITY

Concept 1: POPs

+ =

= + +

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Brand Membership is Important!

Concept 2: Category Membership

Announcing Category Benefits

Comparing to Exemplars

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Brand Membership is Important!

Concept 2: Category Membership

Relying on theProduct Descriptor

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Consumers’ Perspective

Concept 3: Desirability Criteria for PODs

RELEVANT?

DISTINCTIVE?

BELIEVABLE?

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Company’s Perspective

Concept 4: Deliverability Criteria for PODs

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FEASIBILITY

COMMUNICABILITY

SUSTAINABILITY

Create Differentiation!

Concept 5: Differentiation Strategies

PRODUCT

PERSONNEL

CHANNEL

IMAGE

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Differentiation increases sales!

Product Form Features Performance Conformance Durability Reliability Reparability

Concept 6: Product Differentiation

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Differentiation is distinguishing a product from others

Style Design Delivery Installation Customer Training Customer

Consulting Maintenance

Concept 6: Product Differentiation

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How the market really works…

Products have a limited life.

Products sales pass through distinct stages.

Concept 7: Claims of Product Life Cycles

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How the market really works…

Profits rise and fall.

Products require different strategies.

Concept 7: Claims of Product Life Cycles

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How Product Managers can stimulate sales?

Concept 8: Marketing Program Modifications

PRICE CUTMORE

OUTLETSMORE

ADVERTISING MEANS

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How Product Managers can stimulate sales?

Concept 8: Marketing Program Modifications

SALES PROMOTIONS

GOOD SERVICES

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How Product Managers can increase sales volume?

Convert nonusers. Enter new market

segments. Attract competitors’

customers. Have consumers use

the product more often.

Have consumers use the product in new ways.

Concept 9: Ways to Increase Sales Volume

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How the market evolves…

Concept 10: Market Evolution Stages

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Stage 1:EMERGENCE

Stage 2:GROWTH

Stage 3:MATURITY

Stage 4:DECLINE

STAGE 1: EMERGENCE

Concept 10: Market Evolution Stages

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Need for a faster means

of calculationBefore the maket

materializes,it exists as a latent

market.

STAGE 2: GROWTH

Concept 10: Market Evolution Stages

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If the product sells well, the firm enters the

market

STAGE 3: MATURITY

Concept 10: Market Evolution Stages

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Eventually competitors cover and serve all the major market segments

STAGE 4: DECLINE

Concept 10: Market Evolution Stages

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Societies total need level decreases or superior technology replaces the old

Brand Positioning is a MUST!

Summary

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Determine PODs and POPs. Convey Category Membership Follow the set criteria for PODs. Create Differentiation. Observe Product Life Cycles. Set a Powerful Marketing Program. Think of Ways to Increase Sales Volume. Observe how the market evolves.