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MARKETING MANAGEMENT          GROUP # 4          Chapter 10:Crafting the Brand Positoning Crisostomo, Kathleen Lizette    ...
Crafting the Brand   Positioning  Kristoffer Z. Jongco Marketing management
Outline   What is Brand/Branding and Positioning   Choosing & communicating effective    positioning in market   Differ...
Brand and BrandingBrand: A name, term, sign, symbol, or a combination, intended to identify the goods or services of one s...
Advantages of Strong Brands• Improved             • Larger margins  perceptions of       • More inelastic  product        ...
Defining Associations       Points-of-             Points-of-parity  difference (PODs)               (POPs) • Attributes o...
Brand Positioning Act of designing the company’s offering and   image to occupy a distinctive place in the            mind...
Choosing and Communicating anEffective Positioning in the Market    How to choose good elements:    •Memorable    •Meaning...
How Brands are Differentiated   Product
How Brands are Differentiated   Product   Personnel
How Brands are Differentiated   Product   Personnel   Channel
How Brands are Differentiated   Product   Personnel   Channel   Image
Product Differentiation•   Product form   •   Style•   Features       •   Design•   Performance    •   Ordering ease•   Co...
Personnel Differentiation         •Better trained         •Competent         •Trustworthy         •Friendly & respectful  ...
Channel Differentiation              •Coverage              •Expertise            •Performance
Image Differentiation     •Establish character and value               proposition      •Convey in a distinctive way      ...
Product Life Cycles Stages
Stages in the Product Life Cycle                1st Stage   Growth
Stages in the Product Life Cycle               2nd Stage   Stable
Stages in the Product Life Cycle                3rd Stage   Declining Maturity
Appropriate Marketing Strategies:          1st Strategy   Improve Quality
Appropriate Marketing Strategies:          2nd Strategy   Distribution
Appropriate Marketing Strategies:          3rd Strategy   Advertising
Appropriate Marketing Strategies:          4th Strategy   Sales Promotion
Appropriate Marketing Strategies:          5th Strategy   Services
Appropriate Marketing Strategies:    Increasing Sales Volume   Attract Customers
Appropriate Marketing Strategies  for stages of product life cycle                              Stages:                  G...
Market Evolution Stages:           1st Stage• Emergence
Market Evolution Stages:          2nd Stage• Growth
Market Evolution Stages:           3rd Stage• Maturity
Market Evolution Stages:          4th Stage• Decline
Market Evolution 4 Stages• Emergence• Growth• Maturity• Decline
Summary   What is a Brand, Branding & Positioning?   How to choose and communicate effective    positioning   Brand Dif...
Communicate Effective Positioning                Brand Differentiation                                            Marketin...
Crisostomo, Kathleen Lizette C.MARKMAChapter 10 – Crafting the Brand Positioning
Positioning is the act of designingthe company’s offering and imageto occupy a distinctive place in the    mind of the tar...
Defining Associations: Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, posit...
Criteria for PODs:Desirable:    * Relevance    * Distinctiveness    * Believability
Criteria for PODs:Desirable:    * Relevance    * Distinctiveness    * BelievabilityDeliverable:    * Feasibility    * Comm...
Differentiation Strategies               Product
Differentiation Strategies                             Personnel               Product
Differentiation Strategies                             Personnel    Channel               Product
Differentiation Strategies                             Personnel    Channel               Product    Image
Product Life Cycle Claims:
Product Life Cycle Claims:Products have a limitedlife
Product Life Cycle Claims:    Products have a limited    lifeProduct sales passthrough distinctstages each withdifferent c...
Product Life Cycle Claims:    Products have a limited    lifeProduct sales passthrough distinctstages each withdifferent c...
Product Life Cycle Claims:    Products have a limited    lifeProduct sales passthrough distinctstages each withdifferent c...
Product Life Cycle MarketingStrategies
Product Life Cycle MarketingStrategies    •Introduction stage- slow growth in minimalprofits.-if successful, theproduct en...
Product Life Cycle MarketingStrategies      •Growth Stage-Improve product quality    - Add new product     features, model...
Product Life Cycle Marketing   Strategies      • Maturity Stage-Improve product quality    - Add new product     features,...
Product Life Cycle MarketingStrategies                       • Decline stage                 - Identify the truly weak    ...
The Maturity Stage          Stable                   DecayingGrowth                   Maturity         STAGES
The Maturity Stage           Stable                       DecayingGrowth                       Maturity          STAGES   ...
The Maturity Stage                                        PROCESS              Stable                                     ...
Crafting the Brand       Positioning:   A Visual Model       (Chapter 10)         Raymund C. PiñonMarketing Management V57...
Marketing Task #4BUILDING STRONG BRANDSCrafting the Brand Positioning
ObjectivesAt the end of this presentation, the participants should be able to  1.   Understand how firms can choose and   ...
Outline   Developing and Communicating a    Positioning Strategy       Competitive Frame of Reference       Points-of-D...
The 4th Task of Marketing is…
Developing and Communicating    a Positioning StrategyAll marketing strategy is built on STP   Segmentation – discover di...
What is Positioning?Act of designing an offer and image to occupya distinctive place in the minds of the target market
Positioning results in   The creation of a   A persuasive REASON WHY the target    market should buy the product
PositioningExamples of Customer-Focused Value Propositions   Langhap Sarap       Food offered by Jollibee caters to Fili...
PositioningStarts with…   A Competitive Frame of Reference               And then looks at   Points-of-Difference and Po...
Positioning So Start with a Competitive Frame of Reference by1st Identifying the Product’s Category Membership      Defin...
PositioningThen Looking at Points-of DifferencesPOD – attributes or benefits that consumers…       Strongly associate wit...
Fun place for family to be together             Prompt friendly service     and for children to play                      ...
Positioningand also at Points-of-ParityPOP – attribute or benefit  associations not unique to  the brand but may in fact b...
PositioningCategory POPs are:       Associations essential to a legitimate        and credible offering within a category...
PositioningCompetitive POPs are    Associations designed to     negate a competitor’s POD       Brand “breaks even” on ...
PositioningTo Establish Category Membership   Marketers must inform consumers    of a brand’s category membership       ...
PositioningIn Choosing POPs and PODs, we need to considerFor PODs   Desirability       Relevant and Important       Dis...
PositioningIn Choosing POPs, consider     Need for category membership     Create competitive POPs      to negate compet...
PositioningMarketers must choose which level of aBrand’s POD to highlight               Functional      Psycho-           ...
PositioningThe outcome of the process of creating a valueproposition is a Positioning StatementTo                        C...
DifferentiationTo avoid the commodity trap, we consider   Competitive advantage       A company’s ability to perform in ...
DifferentiationTo derive fresh insights to differentiate ourbrand we can use tools such as   The Consumption Chain      ...
DifferentiationSome Dimensions we can use to differentiate are   Product design     Swatch – colorful, fashionable watch...
Product Life CycleDescribes an analogy of the stages of life of a productthat is similar to natural biological stages of l...
Product Life Cycle Marketing StrategiesRecall that Marketing Strategy is about STPSo examine your brand’s STP at different...
Product Life CycleIntroduction Stage Marketing StrategiesSWOT    Key Issues:    • Pioneer 1st to market with new product v...
Product Life CycleGrowth Stage Marketing Strategies  • New entrants come in with new product features and expanded distrib...
Product Life CycleMaturity Stage Marketing Strategies                                              SWOT •Sales growth rate...
Product Life CycleMaturity Stage Marketing Strategies                                           SWOT Ways to change the co...
Product Life CycleDecline Stage Marketing Strategies • Sales decline due to technological advances, changes consumer prefe...
Market EvolutionMarkets also go through life cycle stages   Latent market     Diffused preference         Single-niche ...
Market EvolutionReview Brand’s STP at each stage of the Market’s Evolution                                    SWOT SWOT  F...
In SummaryWe discussed…1.   How firms choose and communicate an     effective positioning in the market2.   How brands are...
4th Task of Marketing?  S                                                            Product Life Cycle T                 ...
Galicano, Siton Markma V57
Crafting The Brand        Positioning
Defining Association    Why they are similar and Why they are so different
Deliverability and DesirabilityCriteria of PODS                Feasible                 Relevance      Communicability    ...
Differentiation Strategies Product                     Personnel Channel                     Image
Product Lifecycle1              24                  3
Marketing ProgramModifications and Evolution   Ways to Increase    Sales Volume       Use product in new        ways    ...
Emerging and MaturingMarkets       Them               ThemNew           He    New          He       You                   ...
Relevance                                                                                     Feasible                    ...
Final Markma Group 4 Presentation  Chapter 10 Crafting the Brand Positioning
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  • Product Differentiation will always include:Style, design, Delivery, Installation, Maintenance.Also will include Features comformance reliability and product form
  • Basic Model of a Product Life CycleDeveloping a product to last longer in a cycle – sustainabilityMoving forward with a cycle-recycle patternAdvanced pattern of a product cycle.
  • The picture evolves what marketing should do to a product lifecycle after maturity
  • Because market mature and sometimes consolidate their own brand, some markets become yours and vice versa. – what happened between smart and sun cellular
  • Transcript of "Final Markma Group 4 Presentation Chapter 10 Crafting the Brand Positioning"

    1. 1. MARKETING MANAGEMENT GROUP # 4 Chapter 10:Crafting the Brand Positoning Crisostomo, Kathleen Lizette Jongco, Kristoffer Piñon, Raymund Siton, Galicano
    2. 2. Crafting the Brand Positioning Kristoffer Z. Jongco Marketing management
    3. 3. Outline What is Brand/Branding and Positioning Choosing & communicating effective positioning in market Differentiating brands Marketing strategies for stages of product life cycle Marketing evolution
    4. 4. Brand and BrandingBrand: A name, term, sign, symbol, or a combination, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitorsBranding: Providing goods and services with the power of the brand
    5. 5. Advantages of Strong Brands• Improved • Larger margins perceptions of • More inelastic product consumer response performance • Greater trade• Greater loyalty cooperation• Less vulnerability • Increased marketing to competitive communications marketing actions effectiveness• Less vulnerability • Possible licensing to crises opportunities
    6. 6. Defining Associations Points-of- Points-of-parity difference (PODs) (POPs) • Attributes or benefits • Associations that are consumers strongly not necessarily unique associate with a to the brand but may brand, positively be shared with other evaluate, and believe brands they could not find to the same extent with a competitive brand
    7. 7. Brand Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market
    8. 8. Choosing and Communicating anEffective Positioning in the Market How to choose good elements: •Memorable •Meaningful •Likeable •Transferable •Adaptable
    9. 9. How Brands are Differentiated Product
    10. 10. How Brands are Differentiated Product Personnel
    11. 11. How Brands are Differentiated Product Personnel Channel
    12. 12. How Brands are Differentiated Product Personnel Channel Image
    13. 13. Product Differentiation• Product form • Style• Features • Design• Performance • Ordering ease• Conformance • Delivery• Durability • Installation• Reliability • Customer training• Reparability • Customer consulting • Maintenance
    14. 14. Personnel Differentiation •Better trained •Competent •Trustworthy •Friendly & respectful •Reliable •Responsible •Good communicator
    15. 15. Channel Differentiation •Coverage •Expertise •Performance
    16. 16. Image Differentiation •Establish character and value proposition •Convey in a distinctive way •Deliver emotional power
    17. 17. Product Life Cycles Stages
    18. 18. Stages in the Product Life Cycle 1st Stage Growth
    19. 19. Stages in the Product Life Cycle 2nd Stage Stable
    20. 20. Stages in the Product Life Cycle 3rd Stage Declining Maturity
    21. 21. Appropriate Marketing Strategies: 1st Strategy Improve Quality
    22. 22. Appropriate Marketing Strategies: 2nd Strategy Distribution
    23. 23. Appropriate Marketing Strategies: 3rd Strategy Advertising
    24. 24. Appropriate Marketing Strategies: 4th Strategy Sales Promotion
    25. 25. Appropriate Marketing Strategies: 5th Strategy Services
    26. 26. Appropriate Marketing Strategies: Increasing Sales Volume Attract Customers
    27. 27. Appropriate Marketing Strategies for stages of product life cycle Stages: Growth; Stable; Decaying MaturityImprove quality Distribution Advertising Sales Promotion Services Attract
    28. 28. Market Evolution Stages: 1st Stage• Emergence
    29. 29. Market Evolution Stages: 2nd Stage• Growth
    30. 30. Market Evolution Stages: 3rd Stage• Maturity
    31. 31. Market Evolution Stages: 4th Stage• Decline
    32. 32. Market Evolution 4 Stages• Emergence• Growth• Maturity• Decline
    33. 33. Summary What is a Brand, Branding & Positioning? How to choose and communicate effective positioning Brand Differentiation The different marketing strategies Evolution of marketing
    34. 34. Communicate Effective Positioning Brand Differentiation Marketing Strategies Product Life Cycle Growth, Stable, Decaying MaturityProduct Market Evolution Personnel Improve quality Distribution Advertising Sales Promotion Services Channel Image Attract Emergence-Growth-Maturity-Decline
    35. 35. Crisostomo, Kathleen Lizette C.MARKMAChapter 10 – Crafting the Brand Positioning
    36. 36. Positioning is the act of designingthe company’s offering and imageto occupy a distinctive place in the mind of the target market.
    37. 37. 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
    38. 38. Criteria for PODs:Desirable: * Relevance * Distinctiveness * Believability
    39. 39. Criteria for PODs:Desirable: * Relevance * Distinctiveness * BelievabilityDeliverable: * Feasibility * Communicability * Sustainability
    40. 40. Differentiation Strategies Product
    41. 41. Differentiation Strategies Personnel Product
    42. 42. Differentiation Strategies Personnel Channel Product
    43. 43. Differentiation Strategies Personnel Channel Product Image
    44. 44. Product Life Cycle Claims:
    45. 45. Product Life Cycle Claims:Products have a limitedlife
    46. 46. Product Life Cycle Claims: Products have a limited lifeProduct sales passthrough distinctstages each withdifferent challengesand opportunities
    47. 47. Product Life Cycle Claims: Products have a limited lifeProduct sales passthrough distinctstages each withdifferent challengesand opportunities Profits rise and fall at different stages
    48. 48. Product Life Cycle Claims: Products have a limited lifeProduct sales passthrough distinctstages each withdifferent challengesand opportunities Profits rise and fall at different stages Products require different strategies in each life cycle stage
    49. 49. Product Life Cycle MarketingStrategies
    50. 50. Product Life Cycle MarketingStrategies •Introduction stage- slow growth in minimalprofits.-if successful, theproduct enters a grossstage marked by rapidsales growth andincreasing profits
    51. 51. Product Life Cycle MarketingStrategies •Growth Stage-Improve product quality - Add new product features, models -Enter new markets –Increase distribution coverage - Shift from product- awareness advertising to product-preference
    52. 52. Product Life Cycle Marketing Strategies • Maturity Stage-Improve product quality - Add new product features, models -Enter new markets –Increase distribution coverage - Shift from product- awareness advertising to product-preference
    53. 53. Product Life Cycle MarketingStrategies • Decline stage - Identify the truly weak products and develop a strategy for each or phase out
    54. 54. The Maturity Stage Stable DecayingGrowth Maturity STAGES
    55. 55. The Maturity Stage Stable DecayingGrowth Maturity STAGES PRODUCT MODIFICATIONS 2012 Toyota Prius-C Hybrid 1. Quality Sedan 2. 3. Features Sedan
    56. 56. The Maturity Stage PROCESS Stable MODIFICATIONS DecayingGrowth Maturity STAGES PRODUCT MODIFICATIONS2012 Toyota Prius-C Hybrid Sedan 1. Quality 2. 3. Features Sedan
    57. 57. Crafting the Brand Positioning: A Visual Model (Chapter 10) Raymund C. PiñonMarketing Management V57 VCoach Bong De Ungria
    58. 58. Marketing Task #4BUILDING STRONG BRANDSCrafting the Brand Positioning
    59. 59. ObjectivesAt the end of this presentation, the participants should be able to 1. Understand how firms can choose and communicate an effective positioning in the market 2. See how brands are differentiated 3. Appreciate how different marketing strategies are appropriate at each stage of the product life cycle 4. Understand the implications of market evolution for marketing strategies
    60. 60. Outline Developing and Communicating a Positioning Strategy  Competitive Frame of Reference  Points-of-Difference and Points-of-Parity Differentiation Strategies Product Life-Cycle Strategies
    61. 61. The 4th Task of Marketing is…
    62. 62. Developing and Communicating a Positioning StrategyAll marketing strategy is built on STP Segmentation – discover different needs and groups in the marketplace Targeting – identify groups it can satisfy in a superior way Positioning – positions its offering so that the target market recognizes the firm’s distinctive offering & image
    63. 63. What is Positioning?Act of designing an offer and image to occupya distinctive place in the minds of the target market
    64. 64. Positioning results in The creation of a A persuasive REASON WHY the target market should buy the product
    65. 65. PositioningExamples of Customer-Focused Value Propositions Langhap Sarap  Food offered by Jollibee caters to Filipino taste Pera padala  Makakarating ang padala mo We have it all for you  Convenient shopping experience in SM’s one-stop shop because it provides all you need under one roof World’s safest pain reliever  Biogesic is safe even for pregnant women
    66. 66. PositioningStarts with… A Competitive Frame of Reference And then looks at Points-of-Difference and Points-of-Parity
    67. 67. Positioning So Start with a Competitive Frame of Reference by1st Identifying the Product’s Category Membership  Define Customer Target Market and  Define Nature of Competition  Products and services competing for same target segment  Substitute products and services
    68. 68. PositioningThen Looking at Points-of DifferencesPOD – attributes or benefits that consumers… Strongly associate with a brand Positively evaluate Believe are unique to the brand or could not be found to the same extent in other brands  Energizer – longest lasting battery  Louis Vuitton – most stylish handbag
    69. 69. Fun place for family to be together Prompt friendly service and for children to play McDoClean pleasant modern facilities Food kids love and are affordable Ned Roberto (Marketing Guru) Manny Paquiao (Pambansang Kamao)
    70. 70. Positioningand also at Points-of-ParityPOP – attribute or benefit associations not unique to the brand but may in fact be shared with other brands2 Types of POPs are: Category POPs = Competitive POPs
    71. 71. PositioningCategory POPs are: Associations essential to a legitimate and credible offering within a category Necessary, but not sufficient, condition for brand choice  Soap must be able to clean  A doctor must have medical training and license to practice
    72. 72. PositioningCompetitive POPs are  Associations designed to negate a competitor’s POD   Brand “breaks even” on areas where competitors are trying to create an advantage Consumers must believe brand is “good enough” on an attribute or benefit x
    73. 73. PositioningTo Establish Category Membership Marketers must inform consumers of a brand’s category membership  Announcing category benefits  Cherifer – tangkad sagad  Enervon C - protektodo  Comparing to exemplars  The Rolls Royce of the banking industry  Elvis Presley of the Philippines  Relying on the product descriptor  Ford Freestyle “Space Wagon”  Ateneo Graduate School of Business
    74. 74. PositioningIn Choosing POPs and PODs, we need to considerFor PODs Desirability  Relevant and Important  Distinctive and superior  Believable, credible, compelling Deliverability of promise  Feasibility  Design and offer support desired associations  Communicability  Compelling reason to believe  Understandable rationale why brand can deliver desired benefits  Verifiable evidence or proof points  Sustainability  Preemptive  Defensible  Difficult to attack
    75. 75. PositioningIn Choosing POPs, consider  Need for category membership  Create competitive POPs to negate competitors’ PODs
    76. 76. PositioningMarketers must choose which level of aBrand’s POD to highlight Functional Psycho- Benefits Social Instrumental Attributes Emotional and (What a - Promil Benefits Terminal brand does) contains (Self-Image Values - Promotes taurine Social Image) - My children Brain development - I’m a will love me good Mom This? This? Or this? This?
    77. 77. PositioningThe outcome of the process of creating a valueproposition is a Positioning StatementTo Children who are undernourished due(Target group and need) to poor appetiteOur Appebon(Brand)Is Is a complete vitamin-mineral(Concept) formulation with an appetite stimulantThat Provides needed nourishment and(what the POD is or does) stimulates children’s appetite because it contains 5 mg of buclizine HCl
    78. 78. DifferentiationTo avoid the commodity trap, we consider Competitive advantage  A company’s ability to perform in one or more ways that competitors cannot or will not match Leverageable advantage  Advantage a company can use as springboard to new advantages Customer advantage  Competitive advantage that is seen by customer as an advantage to themselves
    79. 79. DifferentiationTo derive fresh insights to differentiate ourbrand we can use tools such as The Consumption Chain  Examining customers’ entire experience with a product or service to uncover opportunities to position offerings in ways no one thought possible McMillan & McGath Questionnaire  To derive consumer-based points of differentiation
    80. 80. DifferentiationSome Dimensions we can use to differentiate are Product design  Swatch – colorful, fashionable watches  Subway – healthy alternative to fast foods Personnel Differentiation  Better-trained employees Channel Differentiation  More effective and efficient design of distribution channels’ coverage, expertise and performance Image Differentiation  Craft powerful, compelling images  Marlboro Man
    81. 81. Product Life CycleDescribes an analogy of the stages of life of a productthat is similar to natural biological stages of living things  Birth  Slow sales growth  Heavy expenditure  Non-existent profits  Growth  Rapid market acceptance  Substantial profit improvement  Maturity  Slowdown in sales growth  Acceptance by most potential buyers  Stabilized or decreased profits  Increased competition  Decline  Sales decline  Profits erode
    82. 82. Product Life Cycle Marketing StrategiesRecall that Marketing Strategy is about STPSo examine your brand’s STP at different stages in the PLC SWOTSWOT A company’s POSITIONING and DIFFERENTIATION strategy must change as products, markets and competitors change over the PRODUCT LIFE CYCLE
    83. 83. Product Life CycleIntroduction Stage Marketing StrategiesSWOT Key Issues: • Pioneer 1st to market with new product vs. late entrant with better product • Heavy investments in product, technology, market, channel development • Market entry strategy with high risks and uncertainty
    84. 84. Product Life CycleGrowth Stage Marketing Strategies • New entrants come in with new product features and expanded distribution • Customer base expands from innovators to early adopters • Sales increase, prices remain or fall, promo expense and profits increase • Company improves product quality, adds new features and improves styling • Adds new models and flankers, enters new segments, • Increases distribution coverage and enters new channels • Shifts from product awareness advertising to product preference advertising • Lowers prices to attract next layer of price-sensitive buyers
    85. 85. Product Life CycleMaturity Stage Marketing Strategies SWOT •Sales growth rate slows, flattens then declines • No new distribution channels, market is saturated, future growth organic • Customer starts switching to other products • New competitive forces – emerge of new categories or blue oceans • Sales decline cause overcapacity and leads to fierce competition for market shares • Price wars, increased promo spending, increased R&D spend • Exit of weaker competitors and dominance of a few large competitors: quality leader, cost leader, service leader and a few nichers
    86. 86. Product Life CycleMaturity Stage Marketing Strategies SWOT Ways to change the course of a brand during maturity stage • Market modification - expand market: Volume = Expand # of brand users x increase usage rate per user • Product modification: Improve quality, features, style • Market program modification: pricing, distribution, advertising, trade and consumer promotions, personal selling, services
    87. 87. Product Life CycleDecline Stage Marketing Strategies • Sales decline due to technological advances, changes consumer preferences, increased domestic and foreign competition • Industry overcapacity, price cuts, profit erosion • Companies exit the market, reduce products offered, withdraw smaller segments and weaker trade channels • Cut promotional budget and lower prices further • Sustain product? Modify marketing strategy? Drop product? • Harvest – maintain sales, cut costs. • Divest – Sell or liquidate?
    88. 88. Market EvolutionMarkets also go through life cycle stages Latent market  Diffused preference  Single-niche strategy  Multiple-niche strategy  Mass-market strategy Emergence stage Growth stage Maturity stage  Market fragmentation  Market consolidation Decline stage
    89. 89. Market EvolutionReview Brand’s STP at each stage of the Market’s Evolution SWOT SWOT Firms must visualize a market’s evolutionary path as it is affected by new needs, technology, competitors, channels and other developments. A company’s POSITIONING and DIFFERENTIATION strategy must change to keep pace with market developments
    90. 90. In SummaryWe discussed…1. How firms choose and communicate an effective positioning in the market2. How brands are differentiated3. How different marketing strategies are appropriate at each stage of the product life cycle4. Implications of market evolution for marketing strategies
    91. 91. 4th Task of Marketing? S Product Life Cycle T P – Positioning Building Strong Brands!!! Crafting the Value Proposition Market Evolution Competition Positioning changes w/ changing PLC and MMarket + Differentiation Positioning Avoid the commodity trap Statement: POP To POD = + HOW??? Our Is That Points of Parity Points of Difference
    92. 92. Galicano, Siton Markma V57
    93. 93. Crafting The Brand Positioning
    94. 94. Defining Association Why they are similar and Why they are so different
    95. 95. Deliverability and DesirabilityCriteria of PODS Feasible Relevance Communicability Distinctiveness Believability Sustainability
    96. 96. Differentiation Strategies Product Personnel Channel Image
    97. 97. Product Lifecycle1 24 3
    98. 98. Marketing ProgramModifications and Evolution Ways to Increase Sales Volume  Use product in new ways  Use product in many occasion  Use many product in many occasions
    99. 99. Emerging and MaturingMarkets Them ThemNew He New He You You Old She Old She It It
    100. 100. Relevance Feasible Communicability Product Association Cycle Distinctiveness Believability Brand Craft Emerging Sustainability Maturing Them ThemNew He New He You You Old SheOld She It It
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