TOP 10 CONCEPTS FOR CH10

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TOP 10 CONCEPTS FOR CH10

  1. 1. TOP 10 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 8, 2011 http://annaguray06.blogspot.com
  2. 2. OUTLINE <ul><li>PODs and POPs </li></ul><ul><li>Category Membership </li></ul><ul><li>Desirability Criteria for PODs </li></ul><ul><li>Deliverability Criteria for PODs </li></ul><ul><li>Differentiation Strategies </li></ul>http://annaguray06.blogspot.com
  3. 3. OUTLINE <ul><li>Product Differentiation </li></ul><ul><li>Claims of Product Life Cycles </li></ul><ul><li>Marketing Program Modifications </li></ul><ul><li>Ways to Increase Sales Volume </li></ul><ul><li>Market Evolution Stages </li></ul><ul><li>Summary </li></ul>http://annaguray06.blogspot.com
  4. 4. PODs are POINTS-OF-DIFFERENCE Concept 1: PODs STRONG, FAVORABLE & UNIQUE PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com
  5. 5. POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
  6. 6. Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com
  7. 7. Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com
  8. 8. Consumers’ Perspective Concept 3: Desirability Criteria for PODs RELEVANT? DISTINCTIVE? BELIEVABLE? Relevance.Distinctiveness.Believability http://annaguray06.blogspot.com
  9. 9. Company’s Perspective Concept 4: Deliverability Criteria for PODs FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com
  10. 10. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
  11. 11. Differentiation increases sales! <ul><li>Product Form </li></ul><ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Conformance </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul>Concept 6: Product Differentiation HOW? http://annaguray06.blogspot.com
  12. 12. Differentiation is distinguishing a product from others <ul><li>Style </li></ul><ul><li>Design </li></ul><ul><li>Delivery </li></ul><ul><li>Installation </li></ul><ul><li>Customer Training </li></ul><ul><li>Customer Consulting </li></ul><ul><li>Maintenance </li></ul>Concept 6: Product Differentiation HOW? http://annaguray06.blogspot.com
  13. 13. How the market really works… <ul><li>Products have a limited life. </li></ul><ul><li>Products sales pass through distinct stages. </li></ul>Concept 7: Claims of Product Life Cycles http://annaguray06.blogspot.com
  14. 14. How the market really works… <ul><li>Profits rise and fall. </li></ul><ul><li>Products require different strategies. </li></ul>Concept 7: Claims of Product Life Cycles http://annaguray06.blogspot.com
  15. 15. How Product Managers can stimulate sales? Concept 8: Marketing Program Modifications PRICE CUT MORE OUTLETS MORE ADVERTISING MEANS http://annaguray06.blogspot.com
  16. 16. How Product Managers can stimulate sales? Concept 8: Marketing Program Modifications SALES PROMOTIONS GOOD SERVICES http://annaguray06.blogspot.com
  17. 17. How Product Managers can increase sales volume? <ul><li>Convert nonusers. </li></ul><ul><li>Enter new market segments. </li></ul><ul><li>Attract competitors’ customers. </li></ul><ul><li>Have consumers use the product more often. </li></ul><ul><li>Have consumers use the product in new ways. </li></ul>Concept 9: Ways to Increase Sales Volume http://annaguray06.blogspot.com
  18. 18. How the market evolves… Concept 10: Market Evolution Stages Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE http://annaguray06.blogspot.com
  19. 19. STAGE 1: EMERGENCE Concept 10: Market Evolution Stages Need for a faster means of calculation Before the maket materializes, it exists as a latent market. http://annaguray06.blogspot.com
  20. 20. STAGE 2: GROWTH Concept 10: Market Evolution Stages If the product sells well, the firm enters the market IPHONES http://annaguray06.blogspot.com
  21. 21. STAGE 3: MATURITY Concept 10: Market Evolution Stages Eventually competitors cover and serve all the major market segments APPLE IPAD2 BB TABLET BB TORCH.IPHONE4 http://annaguray06.blogspot.com
  22. 22. STAGE 4: DECLINE Concept 10: Market Evolution Stages Societies total need level decreases or superior technology replaces the old DESKTOP LAPTOP TABLET http://annaguray06.blogspot.com
  23. 23. Brand Positioning is a MUST! <ul><li>Determine PODs and POPs. </li></ul><ul><li>Convey Category Membership </li></ul><ul><li>Follow the set criteria for PODs. </li></ul><ul><li>Create Differentiation. </li></ul><ul><li>Observe Product Life Cycles. </li></ul><ul><li>Set a Powerful Marketing Program. </li></ul><ul><li>Think of Ways to Increase Sales Volume. </li></ul><ul><li>Observe how the market evolves. </li></ul>Summary http://annaguray06.blogspot.com

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