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Crafting the brand positioning

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Charles Ronald R. Guzman
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MARKETING MANAGEMENT 13 th edition Chapter 10: Crafting the Brand Positioning Charlie Guzman crguzmanmd.blogspot.com Kotler Keller
Learning Objectives ,[object Object],[object Object],[object Object],[object Object]
Outline ,[object Object],[object Object],[object Object]
Backbone of Marketing Strategy Segmentation Targeting Positioning
What is Positioning? Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Example of Positioning
Example of Value Proposition ,[object Object],[object Object]
Writing a Positioning Statement “ To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine...You can stay alert & keep going even when you haven’t been able to get a good night’s sleep.”
Straddle Positioning ,[object Object]
Competitive frame of Reference ,[object Object],[object Object]
Defining Associations ,[object Object],[object Object],[object Object],[object Object]
Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor
Desirability Criteria for PODs Relevance Distinctiveness Believability
Deliverability Criteria for PODs Feasibility Communicability Sustainability
Examples of Negatively Correlated Attributes and Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Addressing negatively correlated PODs and POPs ,[object Object],[object Object],[object Object]
Differentiation Strategies ,[object Object],[object Object],[object Object],[object Object]
Differentiation Strategies Product Channel Image Personnel
Various Product Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personnel Differentiation
Channel Differentiation
Image Differentiation
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
Product Life Cycle (PLC)
Facts about Product life cycles ,[object Object],[object Object],[object Object],[object Object]
Common PLC Patterns
Style, Fashion, and Fad Life Cycles
Marketing strategies ,[object Object],[object Object]
Long-Range Product Market Expansion Strategy
Marketing strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Program Modification Prices Distribution Advertising Sales promotion Services
Marketing strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product in decline
Market Evolution Stages Emergence Growth Maturity Decline
Emerging Markets Single-niche Multiple-niche Mass-market
Maturity Strategies
Achievements ,[object Object],[object Object],[object Object],[object Object]
Application in Health Care
MARKETING MANAGEMENT 13 th edition Chapter 10: Crafting the Brand Positioning Charlie Guzman crguzmanmd.blogspot.com Kotler Keller

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Crafting the brand positioning

Editor's Notes

  1. Click the video icon to launch a video clip about Nike’s position.
  2. Click the video icon to launch a video clip about Nike’s position.
  3. Click the video icon to launch a video clip about Nike’s position.