Your SlideShare is downloading. ×
TOP 10 Learning Questions for<br />Chapter 10 Crafting the Brand Positioning<br />Maneka B. Malibago<br />September 2011<b...
1. ______ are associations consumers view as essential to a legitimate and credible offering within a certain product or s...
POPs are associations not necessarily unique to the brand but may be shared with other brands.<br />3<br />2 Basic Forms o...
4<br />For an offering to achieve a POP, customers must believe the brand is “good enough."<br />2 Basic Forms of Associat...
1. ______ are associations consumers view as essential to a legitimate and credible offering within a certain product or s...
2. __________ is when companies have better-trained employees, while _______ is when companies craft powerful, compelling ...
Brands can be differentiated thru…<br />7<br />Differentiation Strategies<br />manekamalibago.blogspot.com<br />
8<br />Companies can have better- trained employees…<br />Personnel Differentiation<br />SGV employee<br />Quality People,...
9<br />Companies can effectively and efficiently design their distribution channels…<br />Channel Differentiation<br />Sha...
10<br />Companies can craft powerful, compelling images…<br />Image Differentiation<br />For the extreme adventures<br />F...
Companies can gain strong competitive advantage …<br />11<br />     Excellent Reputation!<br />Better-trained  Employees<b...
2. __________ is when companies have a better-trained employees, while _______ is when companies craft powerful, compellin...
3. __________aims at increasing the product’s functional performance; while ____________ aims at increasing the product’s ...
There are ways to change the course for a brand…<br />14<br />Product Modification<br />superior<br />Quality Improvement<...
There are ways to change the course for a brand…<br />15<br />Product Modification<br />superior<br />Quality Improvement<...
There are ways to change the course for a brand…<br />16<br />Adding new features that expands performance<br />Product Mo...
There are ways to change the course for a brand…<br />17<br />Style<br />Product Modification<br />Style Improvement<br />...
18<br />Companies must find ways to offer new value to customers with its existing products/services<br />Product Modifica...
19<br />Companies must find ways to offer new value to customers with its existing products/services.<br />Style<br />Prod...
3. __________aims at increasing the product’s functional performance while ____________ aims at increasing the product’s a...
4. Which of the following is true?<br />The typical approach to positioning is to inform competitors of a brand’s membersh...
What is positioning?<br />22<br />Positioning is… <br />company<br />designing<br />offer<br />to occupy <br />and<br />im...
Positioning requires determination of…<br />23<br />1<br />Competitive     Frame     of Reference<br />2<br />Points-of-Di...
24<br />First, communicate by establishing category membership thru…<br />3 Ways of Communicating Category Membership<br /...
25<br />Communicating the benefits of the products/services   <br />Announcing category benefits<br />to reassure consumer...
26<br />Compare to established leaders in the same category<br />Comparing to exemplars<br />Well-known, noteworthy brands...
27<br />Proper product descriptor to convey category membership<br />Relying on the product descriptor<br />The product de...
28<br />Proper product descriptor to convey category membership!<br />Relying on the product descriptor<br />The product d...
4. Which of the following is true?<br />The typical approach to positioning is to inform competitors of a brand’s membersh...
5. Which of the following is false?<br />All marketing strategy is built on STP – segmentation, targeting, and positioning...
All marketing strategy is built on STP<br />31<br />S<br />Segmentation <br />T<br />Targeting<br />P<br />Positioning<br ...
What is positioning?<br />32<br />Positioning is… <br />company<br />designing<br />offer<br />to occupy <br />and<br />im...
A good brand positioning….<br />33<br /><ul><li>results to successful creation of a customer-focused value proposition
requires that similarities and differences between brands be defined and communicated</li></ul>Everyone in the organizatio...
A good brand positioning….<br />34<br />Always think of the target customers & its value to them! <br /><ul><li>results to...
requires that similarities and differences between brands be defined and communicated</li></ul>Everyone in the organizatio...
5. Which of the following is false?<br />All marketing strategy is built on STP – segmentation, targeting, and positioning...
6. Which of the following is false?<br />Products have a limited life.<br />Product sales pass through distinct stages.<br...
Claims of Product Life Cycles (PLC)<br /><ul><li>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</li></ul>37<br />manekamalibago.blogspot.com<br />
Common Product Life-Cycle Patterns (Alternate Patterns)<br />38<br />Not all products exhibit a bell-shaped PLC<br />(a) G...
39<br />The bell shaped curve is not always the case indicative of a product!<br />Not all products exhibit a bell-shaped ...
6. Which of the following is false?<br />Products have a limited life.<br />Product sales pass through distinct stages.<br...
7. Which of the following is true?<br />All studies indicate that the market pioneer gains the greatest advantage. <br />T...
Products has a life cycle  divided into 4 stages…<br />42<br />MATURITY<br />DECLINE<br />GROWTH<br />3rd<br />4th<br />IN...
43<br />To be first can be rewarding…<br />Product Life-Cycles (PLC) : Introduction Stage<br />Sources of Pioneer Advantag...
Establishes the attributes the product  should possess
Captures more users since center of the market
More effective marketing spending and enjoy higher rates of consumer repeat purchases</li></ul>1st<br />Most studies indic...
Companies must sustain rapid growth…<br />44<br />Product Life-Cycles (PLC) : Growth Stage<br />GROWTH<br />Characteristic...
Early adopters like the product
Additional consumers start buying
New competitors enter, attracted by </li></ul>   opportunities<br /><ul><li>New product features & expand </li></ul>   dis...
45<br />Product Life-Cycles (PLC) : Maturity Stage<br />Lasts longer than previous stages  and possess big challenges…<br ...
No new distribution channel
New competitive forces emerge</li></ul>3rd<br />2. Stable<br /><ul><li>Sales flatten due to market </li></ul>   saturation...
Lasts longer than previous stages  and possess big challenges…<br />46<br />Product Life-Cycles (PLC) : Maturity Stage<br ...
The appropriate strategy depends on the industry’s relative attractiveness and the company’s competitive strength<br />47<...
Lasts longer than previous stages  and possess big challenges…<br />48<br />Product Life-Cycles (PLC) : Maturity Stage<br ...
7. Which of the following is true?<br />All studies indicate that the market pioneer gains the greatest advantage. <br />T...
8. Which of the following is not among the characteristics of the introduction stage?<br />Low sales<br />High cost per cu...
51<br />Summary of PLC Characteristics<br />manekamalibago.blogspot.com<br />
52<br />Early adopters influence others (consumers) to buy the products.<br />Early adopters is a characteristics under gr...
Upcoming SlideShare
Loading in...5
×

Chapter10 crafting the_brand_positioning_malibago

1,229

Published on

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,229
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Chapter10 crafting the_brand_positioning_malibago"

  1. 1. TOP 10 Learning Questions for<br />Chapter 10 Crafting the Brand Positioning<br />Maneka B. Malibago<br />September 2011<br />manekamalibago.blogspot.com<br />
  2. 2. 1. ______ are associations consumers view as essential to a legitimate and credible offering within a certain product or service category; while ______ are associations designed to negate competitors’ points-of-difference.<br />Competitive points-of-parity; category points-of-parity<br />Competitive points-of-difference; category points-of-parity<br />Category points-of-difference; competitive points-of-parity<br />Category points-of-parity; competitive points-of-parity<br />Category points-of-parity; category points-of-difference<br />2<br />manekamalibago.blogspot.com<br />
  3. 3. POPs are associations not necessarily unique to the brand but may be shared with other brands.<br />3<br />2 Basic Forms of Associations<br />Category Points-of-Parity<br />Associations consumers view as essential to a legitimate and credible offering within a certain product or service category<br />Competitive Points-of-Parity<br />Associations designed to negate competitor’s points-of-difference<br />manekamalibago.blogspot.com<br />
  4. 4. 4<br />For an offering to achieve a POP, customers must believe the brand is “good enough."<br />2 Basic Forms of Associations<br />Category Points-of-Parity<br />Associations consumers view as essential to a legitimate and credible offering within a certain product or service category<br />Competitive Points-of-Parity<br />Associations designed to negate competitor’s points-of-difference<br />Choose the right association!<br />manekamalibago.blogspot.com<br />
  5. 5. 1. ______ are associations consumers view as essential to a legitimate and credible offering within a certain product or service category; while ______ are associations designed to negate competitors’ points-of-difference.<br />Competitive points-of-parity; category points-of-parity<br />Competitive points-of-difference; category points-of-parity<br />Category points-of-difference; competitive points-of-parity<br />Category points-of-parity; competitive points-of-parity<br />Category points-of-parity; category points-of-difference<br />5<br />manekamalibago.blogspot.com<br />
  6. 6. 2. __________ is when companies have better-trained employees, while _______ is when companies craft powerful, compelling images.<br />Personnel differentiation; Image differentiation<br />Personnel training; Image enhancing<br />Personnel differentiation; Image enhancing<br />Human Resource differentiation ; Image differentiation<br />Human Resource training ; Image differentiation<br />6<br />manekamalibago.blogspot.com<br />
  7. 7. Brands can be differentiated thru…<br />7<br />Differentiation Strategies<br />manekamalibago.blogspot.com<br />
  8. 8. 8<br />Companies can have better- trained employees…<br />Personnel Differentiation<br />SGV employee<br />Quality People, Quality in Everything we do<br />SGV & Co.<br />manekamalibago.blogspot.com<br />
  9. 9. 9<br />Companies can effectively and efficiently design their distribution channels…<br />Channel Differentiation<br />Shakey’s Online Delivery<br />metrodeal<br />ensogo<br />manekamalibago.blogspot.com<br />
  10. 10. 10<br />Companies can craft powerful, compelling images…<br />Image Differentiation<br />For the extreme adventures<br />For the sexy endorsers<br />Regency Hotel<br />Tanduay<br />manekamalibago.blogspot.com<br />
  11. 11. Companies can gain strong competitive advantage …<br />11<br /> Excellent Reputation!<br />Better-trained Employees<br />Personnel Differentiation<br />Channel Differentiation<br />Effective & EfficientChannels<br />Image Differentiation<br />Compelling images <br />manekamalibago.blogspot.com<br />
  12. 12. 2. __________ is when companies have a better-trained employees, while _______ is when companies craft powerful, compelling images.<br />Personnel differentiation; Image differentiation<br />Personnel training; Image enhancing<br />Personnel differentiation; Image enhancing<br />Human Resource differentiation ; Image differentiation<br />Human Resource training ; Image differentiation<br />12<br />manekamalibago.blogspot.com<br />
  13. 13. 3. __________aims at increasing the product’s functional performance; while ____________ aims at increasing the product’s aesthetic appeal. <br />Feature improvement; style improvement<br />Quality improvement; feature improvement<br />Quality improvement; style improvement<br />Feature improvement; quality improvement<br />Style improvement ; feature improvement<br />13<br />manekamalibago.blogspot.com<br />
  14. 14. There are ways to change the course for a brand…<br />14<br />Product Modification<br />superior<br />Quality Improvement<br />Feature Improvement<br />Relevant features<br />Style Improvement<br />Style<br />manekamalibago.blogspot.com<br />
  15. 15. There are ways to change the course for a brand…<br />15<br />Product Modification<br />superior<br />Quality Improvement<br />Increasing the product’s functional performance<br />New & improved Sunsilk<br />manekamalibago.blogspot.com<br />
  16. 16. There are ways to change the course for a brand…<br />16<br />Adding new features that expands performance<br />Product Modification<br />Feature Improvement<br />Relevant features<br />Sandugo --- Grappler™ Outsole<br />aggressive new 3D tread pattern was developed for unparallel traction on any surface and weather condition<br />manekamalibago.blogspot.com<br />
  17. 17. There are ways to change the course for a brand…<br />17<br />Style<br />Product Modification<br />Style Improvement<br />Increasing product’s aesthetic appeal<br />New Simot-Sulit Bottles<br />manekamalibago.blogspot.com<br />
  18. 18. 18<br />Companies must find ways to offer new value to customers with its existing products/services<br />Product Modification<br />superior<br />Quality Improvement<br />Increasing the product’s functional performance<br />New & improved Sunsilk<br />Quality = <br />Excellent Performance !<br />manekamalibago.blogspot.com<br />
  19. 19. 19<br />Companies must find ways to offer new value to customers with its existing products/services.<br />Style<br />Product Modification<br />Style Improvement<br />Increasing product’s aesthetic appeal<br />Style = <br />Aesthetic !<br />New Simot-Sulit Bottles<br />manekamalibago.blogspot.com<br />
  20. 20. 3. __________aims at increasing the product’s functional performance while ____________ aims at increasing the product’s aesthetic appeal. <br />Feature improvement; style improvement<br />Quality improvement; feature improvement<br />Quality improvement; style improvement<br />Feature improvement; quality improvement<br />Style improvement ; feature improvement<br />20<br />manekamalibago.blogspot.com<br />
  21. 21. 4. Which of the following is true?<br />The typical approach to positioning is to inform competitors of a brand’s membership before stating its point-of-difference. <br />There are four main ways to convey a brand’s category membership.<br />Announcing category benefits is not among the main ways to convey a brand’s category membership.<br />The product descriptor that follows the brand name is often a concise means of conveying category membership. <br />Unfamiliar brands in a category can also help a brand specify its category membership. <br />21<br />manekamalibago.blogspot.com<br />
  22. 22. What is positioning?<br />22<br />Positioning is… <br />company<br />designing<br />offer<br />to occupy <br />and<br />image<br />minds of target market <br />manekamalibago.blogspot.com<br />
  23. 23. Positioning requires determination of…<br />23<br />1<br />Competitive Frame of Reference<br />2<br />Points-of-Difference<br />3<br />Points-of-Parity<br />manekamalibago.blogspot.com<br />
  24. 24. 24<br />First, communicate by establishing category membership thru…<br />3 Ways of Communicating Category Membership<br />Announcing category benefits<br />Comparing to exemplars<br />Relying on the product descriptor<br />Communicate to the customers!!!<br />manekamalibago.blogspot.com<br />
  25. 25. 25<br />Communicating the benefits of the products/services <br />Announcing category benefits<br />to reassure consumers that a brand will deliver on the fundamental reason for using a category, marketers frequently use benefits to announce category membership<br />manekamalibago.blogspot.com<br />
  26. 26. 26<br />Compare to established leaders in the same category<br />Comparing to exemplars<br />Well-known, noteworthy brands in a category can help a brand specify its category membership<br />VS<br />manekamalibago.blogspot.com<br />
  27. 27. 27<br />Proper product descriptor to convey category membership<br />Relying on the product descriptor<br />The product descriptor that follows the brand name is often a concise means of conveying category origin. <br />Sandugo All-Terrain Adventure Sandals<br />manekamalibago.blogspot.com<br />
  28. 28. 28<br />Proper product descriptor to convey category membership!<br />Relying on the product descriptor<br />The product descriptor that follows the brand name is often a concise means of conveying category origin. <br />Directly relate to the product!<br />Sandugo All-Terrain Adventure Sandals<br />manekamalibago.blogspot.com<br />
  29. 29. 4. Which of the following is true?<br />The typical approach to positioning is to inform competitors of a brand’s membership before stating its point-of-difference. <br />There are four main ways to convey a brand’s category membership.<br />Announcing category benefits is not among the main ways to convey a brand’s category membership.<br />The product descriptor that follows the brand name is often a concise means of conveying category membership. <br />Unfamiliar brands in a category can also help a brand specify its category membership. <br />29<br />manekamalibago.blogspot.com<br />
  30. 30. 5. Which of the following is false?<br />All marketing strategy is built on STP – segmentation, targeting, and positioning.<br />Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.<br />The result of positioning is the successful creation of a company-focused value proposition.<br />Positioning requires that similarities and differences between brands be defined and communicated.<br />Everyone in the organization should understand the brand positioning and use it as context for making decisions.<br />30<br />manekamalibago.blogspot.com<br />
  31. 31. All marketing strategy is built on STP<br />31<br />S<br />Segmentation <br />T<br />Targeting<br />P<br />Positioning<br />manekamalibago.blogspot.com<br />
  32. 32. What is positioning?<br />32<br />Positioning is… <br />company<br />designing<br />offer<br />to occupy <br />and<br />image<br />minds of target market <br />manekamalibago.blogspot.com<br />
  33. 33. A good brand positioning….<br />33<br /><ul><li>results to successful creation of a customer-focused value proposition
  34. 34. requires that similarities and differences between brands be defined and communicated</li></ul>Everyone in the organization should understand the brand positioning and use it as context for making decisions.<br />manekamalibago.blogspot.com<br />
  35. 35. A good brand positioning….<br />34<br />Always think of the target customers & its value to them! <br /><ul><li>results to successful creation of a customer-focused value proposition
  36. 36. requires that similarities and differences between brands be defined and communicated</li></ul>Everyone in the organization should understand the brand positioning and use it as context for making decisions.<br />manekamalibago.blogspot.com<br />
  37. 37. 5. Which of the following is false?<br />All marketing strategy is built on STP – segmentation, targeting, and positioning.<br />Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.<br />The result of positioning is the successful creation of a company-focused value proposition.<br />Positioning requires that similarities and differences between brands be defined and communicated.<br />Everyone in the organization should understand the brand positioning and use it as context for making decisions.<br />35<br />manekamalibago.blogspot.com<br />
  38. 38. 6. Which of the following is false?<br />Products have a limited life.<br />Product sales pass through distinct stages.<br />Profits rise and fall at different stages of the product life cycle.<br />Products require different marketing, financial, manufacturing, purchasing, and human resources strategies in each life-cycle stage. <br />All products exhibit a bell-shaped product life cycle curve.<br />36<br />manekamalibago.blogspot.com<br />
  39. 39. Claims of Product Life Cycles (PLC)<br /><ul><li>Products have a limited life
  40. 40. Product sales pass through distinct stages each with different challenges and opportunities
  41. 41. Profits rise and fall at different stages
  42. 42. Products require different strategies in each life cycle stage</li></ul>37<br />manekamalibago.blogspot.com<br />
  43. 43. Common Product Life-Cycle Patterns (Alternate Patterns)<br />38<br />Not all products exhibit a bell-shaped PLC<br />(a) Growth-Slump-Maturity Pattern<br />(b) Cycle-Recycle Pattern<br />(c) Scalloped Pattern<br />manekamalibago.blogspot.com<br />
  44. 44. 39<br />The bell shaped curve is not always the case indicative of a product!<br />Not all products exhibit a bell-shaped PLC<br />(a) Growth-Slump-Maturity Pattern<br />(b) Cycle-Recycle Pattern<br />(c) Scalloped Pattern<br />manekamalibago.blogspot.com<br />
  45. 45. 6. Which of the following is false?<br />Products have a limited life.<br />Product sales pass through distinct stages.<br />Profits rise and fall at different stages of the product life cycle.<br />Products require different marketing, financial, manufacturing, purchasing, and human resources strategies in each life-cycle stage. <br />All products exhibit a bell-shaped product life cycle curve.<br />40<br />manekamalibago.blogspot.com<br />
  46. 46. 7. Which of the following is true?<br />All studies indicate that the market pioneer gains the greatest advantage. <br />The introduction stage is marked by a rapid climb in sales.<br />The maturity stage normally lasts longer than the previous stage and poses big challenges to marketing management. <br />The growth stage divides into three phases: growth, stable, and decaying. <br />As sales and profits drop, all firms withdraw from the market. <br />41<br />manekamalibago.blogspot.com<br />
  47. 47. Products has a life cycle divided into 4 stages…<br />42<br />MATURITY<br />DECLINE<br />GROWTH<br />3rd<br />4th<br />INTRODUCTION<br /> 2nd<br />Mature plant<br />Withered plant<br />Growing plant<br />1st<br />seedling<br />manekamalibago.blogspot.com<br />
  48. 48. 43<br />To be first can be rewarding…<br />Product Life-Cycles (PLC) : Introduction Stage<br />Sources of Pioneer Advantage:<br />INTRODUCTION<br /><ul><li>Users recall pioneer’s brand name if satisfied
  49. 49. Establishes the attributes the product should possess
  50. 50. Captures more users since center of the market
  51. 51. More effective marketing spending and enjoy higher rates of consumer repeat purchases</li></ul>1st<br />Most studies indicate that the market pioneer gains the greatest advantage<br />seedling<br />manekamalibago.blogspot.com<br />
  52. 52. Companies must sustain rapid growth…<br />44<br />Product Life-Cycles (PLC) : Growth Stage<br />GROWTH<br />Characteristics:<br /><ul><li>Marked by rapid climb in sales
  53. 53. Early adopters like the product
  54. 54. Additional consumers start buying
  55. 55. New competitors enter, attracted by </li></ul> opportunities<br /><ul><li>New product features & expand </li></ul> distribution<br /> 2nd<br />(slowdown in growth)<br />Faced by trade-off between high market share and high current profit<br />Growing plant<br />manekamalibago.blogspot.com<br />
  56. 56. 45<br />Product Life-Cycles (PLC) : Maturity Stage<br />Lasts longer than previous stages and possess big challenges…<br />3 Phases of Maturity Stage<br />MATURITY<br />1. Growth<br /><ul><li>Sales growth starts to decline
  57. 57. No new distribution channel
  58. 58. New competitive forces emerge</li></ul>3rd<br />2. Stable<br /><ul><li>Sales flatten due to market </li></ul> saturation<br />Mature plant<br />manekamalibago.blogspot.com<br />
  59. 59. Lasts longer than previous stages and possess big challenges…<br />46<br />Product Life-Cycles (PLC) : Maturity Stage<br />3 Phases of Maturity Stage<br />MATURITY<br />3. Decaying maturity<br /><ul><li>Absolute level of sales starts to </li></ul> decline<br /><ul><li>Customers begin switching to other </li></ul> products<br />3rd<br />Some companies abandon weaker products to concentrate on more profitable and new products.<br />Mature plant<br />manekamalibago.blogspot.com<br />
  60. 60. The appropriate strategy depends on the industry’s relative attractiveness and the company’s competitive strength<br />47<br />DECLINE<br />5 Options<br />Increase firm’s investment <br />Maintain the firm’s investment level <br /> Decrease the firm’s investment level selectively<br />Harvesting the firm’s investment<br />Divesting the business quickly<br />4th<br />As sales and profits drop, some firms withdraw from the market. <br />Withered plant<br />manekamalibago.blogspot.com<br />
  61. 61. Lasts longer than previous stages and possess big challenges…<br />48<br />Product Life-Cycles (PLC) : Maturity Stage<br />3 Phases of Maturity Stage<br />MATURITY<br />3. Decaying maturity<br /><ul><li>Absolute level of sales starts to </li></ul> decline<br /><ul><li>Customers begin switching to other </li></ul> products<br />3rd<br />Some companies abandon weaker products to concentrate on more profitable and new products.<br />Mature plant<br />manekamalibago.blogspot.com<br />
  62. 62. 7. Which of the following is true?<br />All studies indicate that the market pioneer gains the greatest advantage. <br />The introduction stage is marked by a rapid climb in sales.<br />The maturity stage normally lasts longer than the previous stage and poses big challenges to marketing management. <br />The growth stage divides into three phases: growth, stable, and decaying. <br />As sales and profits drop, all firms withdraw from the market. <br />49<br />manekamalibago.blogspot.com<br />
  63. 63. 8. Which of the following is not among the characteristics of the introduction stage?<br />Low sales<br />High cost per customer<br />Early adopters<br />Innovators<br />Rising Profits<br />50<br />manekamalibago.blogspot.com<br />
  64. 64. 51<br />Summary of PLC Characteristics<br />manekamalibago.blogspot.com<br />
  65. 65. 52<br />Early adopters influence others (consumers) to buy the products.<br />Early adopters is a characteristics under growth stage!<br />manekamalibago.blogspot.com<br />
  66. 66. 8. Which of the following is not among the characteristics of the introduction stage?<br />Low sales<br />High cost per customer<br />Early adopters<br />Innovators<br />Rising Profits<br />53<br />manekamalibago.blogspot.com<br />
  67. 67. 9. In a _____ pattern of the product life cycle, sales pass through a succession of life cycles based on the discovery of new product characteristics, uses, or users. <br />Growth-slump-maturity pattern<br />Cycle-recycle pattern<br />Petrified <br />Fashion<br />Scalloped PLC<br />54<br />manekamalibago.blogspot.com<br />
  68. 68. Products have a life cycle divided into 4 stages…<br />55<br />MATURITY<br />DECLINE<br />GROWTH<br />3rd<br />4th<br />INTRODUCTION<br /> 2nd<br />Mature plant<br />Withered plant<br />Growing plant<br />1st<br />seedling<br />manekamalibago.blogspot.com<br />
  69. 69. Common Product Life-Cycle Patterns<br />56<br />Not all products exhibit a bell-shaped PLC<br />(a) Growth-Slump-Maturity Pattern<br />(b) Cycle-Recycle Pattern<br />(c) Scalloped Pattern<br />manekamalibago.blogspot.com<br />
  70. 70. Characteristics of the patterns…<br />57<br />Growth-Slump- <br /> Maturity Pattern<br />Sales grow then fall to a sustained petrified level<br />Promotion then sales start declining then another promotion <br />(b) Cycle-Recycle Pattern<br />(c) Scalloped Pattern<br />Sales pass through a succession of life cycles<br />Use PLC to develop strategies!<br />manekamalibago.blogspot.com<br />
  71. 71. Characteristics of the patterns…<br />58<br />Growth-Slump- <br /> Maturity Pattern<br />Sales grow then fall to a sustained petrified level<br />Promotion then sales start declining then another promotion <br />(b) Cycle-Recycle Pattern<br />(c) Scalloped Pattern<br />Sales pass through a succession of life cycles<br />There is succession of life cycles due to discoveries of new product characteristics, uses, or users! over time!<br />manekamalibago.blogspot.com<br />
  72. 72. 9. In a _____ pattern of the product life cycle, sales pass through a succession of life cycles based on the discovery of new product characteristics, uses, or users. <br />Growth-slump-maturity pattern<br />Cycle-recycle pattern<br />Petrified <br />Fashion<br />Scalloped PLC<br />59<br />manekamalibago.blogspot.com<br />
  73. 73. 10. __________ calls for gradually reducing a product and business's costs while trying to maintain sales.<br />Maintaining<br />Harvesting<br />Reduction<br />Divestment<br />Banishing<br />60<br />manekamalibago.blogspot.com<br />
  74. 74. A company may choose the appropriate strategy in the Decline phase…<br />61<br />It may consider…<br />DECLINE<br />Harvesting<br />calls for gradually reducing a product or business’ costs while trying to maintain sales<br />4th<br />(slowdown in growth)<br />Cut R&D costs<br />Cut plant and equipment investment<br />Withered plant<br />manekamalibago.blogspot.com<br />
  75. 75. A company may choose the appropriate strategy in the Decline Phase<br />62<br />It may consider…<br />DECLINE<br />Harvesting<br />Mature products warrant this strategy.<br />4th<br />(slowdown in growth)<br />Substantially increase the company’s current cash flow<br />Withered plant<br />manekamalibago.blogspot.com<br />
  76. 76. Harvesting the firm’s investment to recover cash quickly….increasing income while reducing costs!<br />63<br />It may consider…<br />DECLINE<br />Harvesting<br />calls for gradually reducing a product or business’ costs while trying to maintain sales<br />4th<br />(slowdown in growth)<br />Withered plant<br />manekamalibago.blogspot.com<br />
  77. 77. 10. __________ calls for gradually reducing a product and business's costs while trying to maintain sales.<br />Maintaining<br />Harvesting<br />Reduction<br />Divestment<br />Banishing<br />64<br />manekamalibago.blogspot.com<br />
  78. 78. TOP 10 Learning Questions for<br />Chapter 10 Crafting the Brand Positioning<br />Maneka B. Malibago<br />September 2011<br />manekamalibago.blogspot.com<br />

×