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Kotlermm13 chapter 10
1.
Crafting the Brand Positioning Marketing
Management, 13th ed 10
2.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Chapter Questions • How can a firm choose and communicate an effective positioning in the market? • How are brands differentiated? • What marketing strategies are appropriate at each stage of the product life cycle? • What are the implications of market evolution for marketing strategies?
3.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Positioning Victoria’s Secret
4.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall What is Positioning? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
5.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Value Propositions • Perdue Chicken • More tender golden chicken at a moderate premium price • Domino’s • A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
6.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Competitive Frame of Reference
7.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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
8.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall PODs and POPs
9.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Establishing Category Membership • This “four-in-one entertainment solution” from Konica failed to establish category membership
10.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Conveying Category Membership Announcing category benefitsAnnouncing category benefits Comparing to exemplarsComparing to exemplars Relying on the product descriptor Relying on the product descriptor
11.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Consumer Desirability Criteria for PODs RelevanceRelevance DistinctivenessDistinctiveness BelievabilityBelievability
12.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Deliverability Criteria for PODs FeasibilityFeasibility CommunicabilityCommunicability SustainabilitySustainability
13.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste vs. Low calories • Nutritious vs. Good tasting • Efficacious vs. Mild • Powerful vs. Safe • Strong vs. Refined • Ubiquitous vs. Exclusive • Varied vs. Simple
14.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Addressing negatively correlated PODs and POPs • Present separately • Leverage equity of another entity • Redefine the relationship
15.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Differentiation Strategies Product Channel Image Personnel
16.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Product Differentiation • Product form • Features • Performance • Conformance • Durability • Reliability • Reparability • Style • Design • Ordering ease • Delivery • Installation • Customer training • Customer consulting • Maintenance
17.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Personnel Differentiation: Singapore Airlines
18.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Channel Differentiation
19.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Image Differentiation
20.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Claims of Product Life Cycles • 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
21.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Figure 10.1 Sales and Product Life Cycle
22.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Figure 10.2 Common Product Life-Cycle Patterns
23.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Figure 10.3 Style, Fashion, and Fad Life Cycles
24.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall The Pioneer Advantage
25.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Figure 10.4 Long-Range Product Market Expansion Strategy
26.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Strategies for Sustaining Rapid Market Growth • Improve product quality, add new features, and improve styling • Add new models and flanker products • Enter new market segments • Increase distribution coverage • Shift from product-awareness advertising to product-preference advertising • Lower prices to attract the next layer of price- sensitive buyers
27.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Stages in the Maturity Stage Growth Stable Decaying maturity
28.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Marketing Product Modifications • Quality improvements • Feature improvements • Style improvements
29.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Marketing Program Modifications Prices Distribution Advertising Sales promotion Services
30.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Ways to Increase Sales Volume • Convert nonusers • Enter new market segments • Attract competitors’ customers • Have consumers use the product on more occasions • Have consumers use more of the product on each occasion • Have consumers use the product in new ways
31.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall A Product in Decline
32.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Market Evolution Stages Emergence Growth Maturity Decline
33.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Emerging Markets Latent Single-niche Multiple-niche Mass-marketZibbie Zone is one of several virtual worlds tied to toys.
34.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Figure 10.5 Maturity Strategies
35.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Marketing Debate Do brands have finite lives? Take a position: 1. Brands cannot be expected to last forever. or 2. There is no reason for a brand to ever become obsolete.
36.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Marketing Discussion What strategies do firms use to try to position themselves on the basis of pairs of attributes and benefits?
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