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Top10 conceptsandexamples chapter10 Top10 conceptsandexamples chapter10 Presentation Transcript

  • TOP 10 Learning Concepts Ch 10: Crafting The Brand Positioning
    Maneka B. Malibago
    September 2011
    apples
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    2
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Style Fashion and Fad Cycles
    Ways to Change the Course for a Brand
    Market Evolution
    3
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    4
    manekamalibago.blogspot.com
  • What is positioning?
    5
    Positioning is…
    company
    designing
    offer
    to occupy
    and
    image
    minds of target market
    manekamalibago.blogspot.com
  • Positioning requires determination of…
    6
    Competitive Frame of Reference
    manekamalibago.blogspot.com
  • Positioning requires determination of…
    7
    Competitive Frame of Reference
    Points-of-Difference
    manekamalibago.blogspot.com
  • Positioning requires determination of…
    8
    Competitive Frame of Reference
    Points-of-Difference
    Points-of-Parity
    manekamalibago.blogspot.com
  • Competitive Frame of Reference
    9
    Concept 1: Develop and Communicate Position Strategy
    What market am I competing in? If you are a…
    Real Estate Developer
    Hand pointing = refer
    Real Estate Industry
    manekamalibago.blogspot.com
  • Competitive Frame of Reference
    10
    Example 1: Develop and Communicate Position Strategy
    What market am I competing in?
    Competitors in the industry
    manekamalibago.blogspot.com
  • Points-of-Difference & Point-of-Parity
    11
    Example 1: Develop and Communicate Position Strategy
    Why buy my product/service?
    BANK INDUSTRY
    VS
    Bank open during weekends
    Competitors in the industry
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    12
    manekamalibago.blogspot.com
  • 13
    What is category membership?
    Concept 2: Establish Category Membership
    Category Membership defined as….
    with which a brand
    competes
    Products/Sets of products
    and which function
    substitutes
    manekamalibago.blogspot.com
  • 14
    What is category membership?
    Example 2: Establish Category Membership
    Close Substitutes
    Pepsi
    C2
    Zest-O
    Coke
    Nature’s Spring
    manekamalibago.blogspot.com
  • 15
    Establishing category membership thru
    1
    Straddle Positioning
    2
    membership
    Communicating Category Membership
    communicate
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    16
    manekamalibago.blogspot.com
  • 17
    Establishing category membership thru…
    Concept 3: Communicate Category Membership
    Communicating Category Membership
    Announcing category benefits
    Comparing to exemplars
    Relying on the product descriptor
    manekamalibago.blogspot.com
  • 18
    Establishing category membership thru…
    Example 3: Communicating category membership
    Bakeshop
    Salon
    Pizza
    Pedrico’s
    vs
    Gardenia
    Reyes Haircutters
    MasarapKahitWalangPalaman
    Affordable Price, Expert Service
    Greenwich
    Shakey’s
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    19
    manekamalibago.blogspot.com
  • Concept 4: Choosing POPs and PODs
    What are the considerations in choosing POPs and PODs
    Consumers must find the POD
    3 key consumer desirability criteria for PODs
    Desirable
    Firm capable to deliver
    3 key deliverability criteria
    manekamalibago.blogspot.com
    20
  • What are the considerations in choosing POPs and PODs
    21
    Judge
    3 Deliverability Criteria
    3 Desirability Criteria
    Relevance
    Feasibility
    Important
    Important
    Distinctiveness
    Communicability
    Unique & superior
    Deliver
    Believability
    Sustainability
    Credible & believable
    endure
    manekamalibago.blogspot.com
  • What are the considerations in choosing POPs and PODs
    22
    Judge
    Example:
    Deliverability
    Desirability
    Mountain Dew
    VS
    Nivea Wrinkle Control Cream
    Wrinkle-Free Face
    Soft Drinks
    manekamalibago.blogspot.com
  • What are the considerations in choosing POPs and PODs
    23
    Marketers must decide level of POD
    Brand Values
    Brand Benefits
    Brand Attributes
    manekamalibago.blogspot.com
  • What are the considerations in choosing POPs and PODs
    24
    Example 4: Choosing POPs and PODs
    Brand Values
    More attractive
    Brand Benefits
    Whiter skin
    Brand Attributes
    Cleansing soap
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    25
    manekamalibago.blogspot.com
  • 26
    Concept 5: Creating POPs and PODs
    Consumers want to maximize…
    Negatively Correlated Attributes and Benefits
    Nutritious vs. Good Tasting
    Low Price vs. High Quality
    Tastevs. Low Calories
    Efficacious vs. Mild
    Powerfulvs. Safe
    Strong vs. Refined
    Ubiquitousvs. Exclusive
    Variedvs. Simple
    manekamalibago.blogspot.com
  • Example5: Creating POPs and PODs
    Creating POPs and PODs
    27
    Negatively Correlated Attributes and Benefits
    High Quality, Low Price
    Low Price vs. High Quality
    Magaansatiyan…Low calorie
    Taste vs. Calories
    most powerful and proven safe glutathione soap
    Powerful vs. Safe
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    28
    manekamalibago.blogspot.com
  • Brands can be differentiated thru…
    29
    Concept 5: Differentiation Strategies
    manekamalibago.blogspot.com
  • Companies can have better products/services
    30
    Example 5: Differentiation Strategies
    Sandugo
    Downy Passion
    Sunsilk
    manekamalibago.blogspot.com
  • 31
    Companies can have better- trained employees…
    SGV employee
    Quality People, Quality in Everything we do
    SGV & Co.
    manekamalibago.blogspot.com
  • 32
    Companies can effectively and efficiently design their distribution channels…
    Shakey’s Online Delivery
    metrodeal
    ensogo
    manekamalibago.blogspot.com
  • 33
    Companies can craft powerful, compelling images…
    For the extreme adventures
    For music videos with lyrics
    Regency Hotel
    MYX Channel
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Develop and Communicate Position Strategies
    Establish Category Membership
    Communicate Category Membership
    Choose POPs and PODs
    Create POPs and PODs
    Differentiation Strategies
    Product Life-Cycles
    34
    manekamalibago.blogspot.com
  • 35
    Concept 7: Product Life-Cycles (PLC)
    Products has a life cycle divided into 4 stages…
    MATURITY
    DECLINE
    GROWTH
    3rd
    4th
    INTRODUCTION
    2nd
    Mature plant
    Withered plant
    Growing plant
    1st
    seedling
    manekamalibago.blogspot.com
  • 36
    Example 7: Product Life-Cycles (PLC)
    Products has a life cycle divided into 4 stages…
    INTRODUCTION
    3rd Generation Phone
    1st
    E-conferencing
    seedling
    manekamalibago.blogspot.com
  • Products has a life cycle divided into 4 stages…
    37
    GROWTH
    Portable DVD Players
    2nd
    (slowdown in growth)
    E-mails
    Growing plant
    manekamalibago.blogspot.com
  • Products has a life cycle divided into 4 stages…
    38
    MATURITY
    Personal Computers
    3rd
    (slowdown in growth)
    Faxes
    Mature plant
    manekamalibago.blogspot.com
  • Products has a life cycle divided into 4 stages…
    39
    DECLINE
    Typewriter
    4th
    (slowdown in growth)
    Handwritten letter
    Mature plant
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Style Fashion and Fad Cycles
    Ways to Change the Course for a Brand
    Market Evolution
    40
    manekamalibago.blogspot.com
  • There are 3 special categories of PLC…
    41
    Concept 8: Style Fashion and Fad Cycles
    Currently Accepted
    Decline Very Fast
    Mode of Expression
    Style Cycle
    Fashion Cycle
    Fad Cycle
    manekamalibago.blogspot.com
  • 42
    Example 8: Style Fashion and Fad Cycles
    There are 3 special categories of PLC…
    Milk teas and Frozen yogurt
    Dresses
    Lady Gaga
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Style Fashion and Fad Cycles
    Ways to Change the Course for a Brand
    Market Evolution
    43
    manekamalibago.blogspot.com
  • 44
    Concept 9: Ways to change the course of a brand
    There are ways to change the course for a brand…
    Market Modification
    market
    Product Modification
    products
    Marketing Program Modification
    marketing
    manekamalibago.blogspot.com
  • There are ways to change the course for a brand…
    45
    Market Modification
    Expand the no. of brand users
    Increase the usage rate among users
    manekamalibago.blogspot.com
  • There are ways to change the course for a brand…
    46
    Product Modification
    superior
    Quality Improvement
    Feature Improvement
    Relevant features
    Style Improvement
    Style
    manekamalibago.blogspot.com
  • There are ways to change the course for a brand…
    47
    Marketing Program Modification
    Prices
    Distribution
    discounts
    Advertising
    Sales Promotion
    Fast Delivery
    Personal Selling
    Services
    New packaging
    manekamalibago.blogspot.com
  • There are ways to change the course for a brand…
    48
    Example 9: Ways to change the course of a brand
    Marketing Program Modification
    Market Modification
    Zonrox
    Production Modification
    Cebu Pacific
    Metrodeal
    Downy
    Air Phil
    Tide
    manekamalibago.blogspot.com
  • Top 10 Concepts
    Style Fashion and Fad Cycles
    Ways to Change the Course for a Brand
    Market Evolution
    49
    manekamalibago.blogspot.com
  • Like products, markets evolve through 4 stages…
    50
    Concept 10: Market Evolution
    MATURITY
    DECLINE
    GROWTH
    3rd
    4th
    EMERGENCE
    2nd
    1st
    manekamalibago.blogspot.com
  • Example 10: Market Evolution
    Like products, markets evolve through 4 stages…
    51
    NOW & Moving Forward
    Before
    Children playing in a backyard
    Tech savvy children
    3d Television
    Floppy
    SSD
    Analog Phones
    manekamalibago.blogspot.com
  • Summary…
    52
    Positioning requires…
    determination of a frame of reference
    ideal points-of-parity and point-of-difference brand associations
    Key to competitive advantage = brand differentiation
    Product and market have life cycles.
    manekamalibago.blogspot.com
  • TOP 10 Learning Concepts Ch 10: Crafting The Brand Positioning
    Maneka B. Malibago
    September 2011
    manekamalibago.blogspot.com