10 chapter 10 marketing report imperial

1,629 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,629
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
52
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

10 chapter 10 marketing report imperial

  1. 1. CHAPTER 10: Crafting the Brand Positioning Anna Samantha Decastro Imperial ASMPH Top 10 Concepts
  2. 2. Outline: Crafting Brand Positioning <ul><li>1. Positioning </li></ul><ul><li>2. Competitive Frame of Reference </li></ul><ul><li>3. Points of Parity vs. Points of Reference </li></ul><ul><li>4. Establishing Category Membership </li></ul><ul><li>5. Straddle Positioning </li></ul>
  3. 3. Outline: Crafting Brand Positioning <ul><li>6. Differentiation Strategies </li></ul><ul><li>7. Product Life Cycle </li></ul><ul><li>8. Marketing Strategies </li></ul><ul><li>9. Market Modification </li></ul><ul><li>10. Marketing Evolution </li></ul>
  4. 4. Concept 1: POSITION your brand! Be distinct! Positioning Competitive Frame of Reference Points of Parity Points of Difference Establishing Category Membership
  5. 5. Positioning <ul><li>Kotler: UPS </li></ul><ul><li>Local: SMART Communications </li></ul><ul><li>Medical: Asian Hospital </li></ul>
  6. 6. <ul><li>Know who your customers are! </li></ul><ul><li>Know what they want! </li></ul>Concept 2: Competitive Frame of Reference
  7. 7. Competitive Frame of Reference <ul><li>Kotler: DioGiorno’s Pizza </li></ul><ul><li>Local: Red Ribbon </li></ul><ul><li>Medical: Generic Drugstore </li></ul>
  8. 8. Concept 3: Points of Parity vs. Points of Difference <ul><li>POP </li></ul><ul><ul><li>May be shared with other brands </li></ul></ul><ul><ul><ul><li>Category </li></ul></ul></ul><ul><ul><ul><li>Competitive </li></ul></ul></ul>Which beer are you?
  9. 9. Points of Parity vs. Points of Difference <ul><li>POD </li></ul><ul><ul><li>Attributes – strongly associated with brand </li></ul></ul><ul><li>Design </li></ul><ul><li>Performance </li></ul>
  10. 10. Points of Parity vs. Points of Difference <ul><li>Kotler: Miller Lite </li></ul><ul><li>Local: Red Ribbon </li></ul><ul><li>Medical: Makati Medical Center </li></ul>
  11. 11. <ul><li>Establish product category </li></ul><ul><ul><li>What is your product? </li></ul></ul><ul><ul><li>What does your product do? </li></ul></ul>Concept 4: Category Membership
  12. 12. Category Membership <ul><li>How do we convey this? </li></ul><ul><li>What are its benefits? </li></ul><ul><li>Compare to exemplars </li></ul><ul><li>Rely on the product’s description! </li></ul>
  13. 13. Category Membership (1) <ul><li>Announcing category benefits </li></ul><ul><ul><li>Kotler - Antacids </li></ul></ul><ul><ul><li>Local – Domex </li></ul></ul><ul><ul><li>Medical – Alaxan FR </li></ul></ul><ul><li>Comparing to exemplars </li></ul><ul><ul><li>Kotler – Tommy Hilfiger and other American Designers </li></ul></ul><ul><ul><li>Local – Charice and Lea Salonga </li></ul></ul><ul><ul><li>Medical – Enervon C and Generic Vitamin C </li></ul></ul>
  14. 14. Category Membership (2) <ul><li>Relying on product descriptor </li></ul><ul><ul><li>Kotler: Ford Motor Co. Station Wagon </li></ul></ul><ul><ul><li>Local: Enterprise coaching </li></ul></ul><ul><ul><li>Medical: Conventions </li></ul></ul>
  15. 15. Category Membership (3) <ul><li>Kotler: Olympus </li></ul><ul><li>Local: Kamiseta </li></ul><ul><li>Medical: Mercury Drug </li></ul>
  16. 16. <ul><li>“ Best of both worlds” </li></ul><ul><li>Two frames of reference </li></ul><ul><ul><li>Shared with other brands </li></ul></ul><ul><ul><li>Attributes associated with the brand </li></ul></ul>Concept 5: Straddle Positioning Performance + Luxury = BMW
  17. 17. Straddle Positioning <ul><li>Kotler: BMW </li></ul><ul><li>Local: Beaches/ resorts – “a home away from home” </li></ul><ul><li>Medical: PGH </li></ul>
  18. 18. <ul><li>Set yourself apart through: </li></ul><ul><li>Personnel </li></ul><ul><li>Channels </li></ul><ul><li>Images </li></ul>Concept 6: Differentiation Strategies
  19. 19. Differentiation Strategies <ul><li>Kotler: Southwest Airlines </li></ul><ul><li>Local: San Miguel Beer </li></ul><ul><li>Medical: The Medical City </li></ul>
  20. 20. <ul><li>Products: </li></ul><ul><li>Have limited life </li></ul><ul><li>Pass through different stages </li></ul><ul><li>Rise and fall (at different stages) </li></ul><ul><li>Require different strategies </li></ul>Concept 7: Product Life Cycle
  21. 21. Product Life Cycle <ul><li>usually bell- shaped </li></ul>
  22. 22. Product Life Cycle
  23. 23. Product Life Cycle <ul><li>Kotler: Trivial Pursuit </li></ul><ul><li>Local: Zagu and Quickly </li></ul><ul><li>Medical: Mercury Thermometers </li></ul>
  24. 24. <ul><li>Be the innovator/ pioneer! </li></ul><ul><li>Sustain rapid market growth by: </li></ul><ul><ul><li>improve quality and style </li></ul></ul><ul><ul><li>add new models </li></ul></ul><ul><ul><li>new market segments </li></ul></ul><ul><ul><li>increase distribution coverage </li></ul></ul><ul><ul><li>lower prices </li></ul></ul><ul><ul><li>more product preference advertising </li></ul></ul>Concept 8: Marketing Strategies
  25. 25. Marketing Strategies <ul><li>Kotler: Wikipedia & Yahoo </li></ul><ul><li>Local:Yehey and Sulit.com </li></ul><ul><li>Medical:DOH Lets DOH it! </li></ul>
  26. 26. <ul><li>Market Modification: </li></ul><ul><li>Increase sales volume by </li></ul><ul><ul><li>expand number of users </li></ul></ul><ul><ul><li>increase usage rate among users </li></ul></ul>Concept 9: Market and Product Modification <ul><li>Do something about: </li></ul><ul><ul><li>prices </li></ul></ul><ul><ul><li>distribution </li></ul></ul><ul><ul><li>advertising </li></ul></ul><ul><ul><li>sales promotion </li></ul></ul><ul><ul><li>personal selling </li></ul></ul><ul><ul><li>services </li></ul></ul>OR Heinz Vinegar: Condiment AND Cleaner
  27. 27. Market and Product Modification <ul><li>Product Modification: </li></ul><ul><li>Improve quality </li></ul><ul><li>Improve features </li></ul><ul><li>Improve style </li></ul>
  28. 28. Market and Product Modification <ul><li>Kotler: Coca- cola </li></ul><ul><li>Local: Dried Mangoes to Dried Pineapple and Banana chips </li></ul><ul><li>Medical: St. Luke’s </li></ul>
  29. 29. Concept 10: Market Evolution Emergence Decline Maturity Growth <ul><li>To design an optimal product: </li></ul><ul><li>single- niche strategy </li></ul><ul><li>multiple niche strategy </li></ul><ul><li>mass market strategy </li></ul>
  30. 30. Market Evolution <ul><li>Kotler: Paper towels </li></ul><ul><li>Local: Bayo & Bayo Kids </li></ul><ul><li>Medical: Sphygmomanometer </li></ul>
  31. 31. Outline: Crafting Brand Positioning <ul><li>1. Positioning </li></ul><ul><li>2. Competitive Frame of Reference </li></ul><ul><li>3. Points of Parity vs. Points of Reference </li></ul><ul><li>4. Establishing Category Membership </li></ul><ul><li>5. Straddle Positioning </li></ul>
  32. 32. Outline: Crafting Brand Positioning <ul><li>6. Differentiation Strategies </li></ul><ul><li>7. Product Life Cycle </li></ul><ul><li>8. Marketing Strategies </li></ul><ul><li>9. Market and Product Modification </li></ul><ul><li>10. Marketing Evolution </li></ul>
  33. 33. My Conclusion: 21 st century marketing <ul><li>To be able to sell and make profit, you need: </li></ul><ul><li>Strategy </li></ul><ul><li>Imagination </li></ul><ul><li>A great product </li></ul><ul><li>and </li></ul><ul><li>one helluva brand. </li></ul>
  34. 34. Crafting the Brand Positioning Anna Samantha Decastro Imperial ASMPH Top 10 Concepts

×