Dw 2 marketing slides for ignite presentation updated 2

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Dw 2 marketing slides for ignite presentation updated 2

  1. 1. Developing and Communicating a Positioning Strategy<br />By: Dale Wannen<br />
  2. 2. Positioning<br />
  3. 3. Bad Positioning vs Good Positioning<br />
  4. 4. Crafting the Branding Position<br />
  5. 5. STP<br />
  6. 6. Malaria <br />
  7. 7. NetMark and Positioning<br />
  8. 8. Competitive Frame of Reference<br />“It’s Not Delivery, It’s DiGiorno”<br />
  9. 9. Points-of-Difference <br />
  10. 10. Points-of-Parity<br /> Category Points of Parity<br />The essentials to your product or service<br />The “green fees” to play the marketing game<br />Competitive Points of Parity<br />Used to negate your competition’s point of difference<br />The “Less-Filling” Part of Miller Lite<br />
  11. 11. A Fine Line Though…<br />
  12. 12. Establishing Category Membership<br />Umpqua Bank<br />Traditional Bank<br />
  13. 13. Straddle Positioning<br />
  14. 14. How do I communicate a brand’s category? <br />1. Announce the benefits<br />Jiffy: “The Thinking Man’s Condom”<br />
  15. 15. How do I communicate a brand’s category? <br />2. Compare it to the Best<br />
  16. 16. How do I communicate a brand’s category?<br />3. Rely on product descriptor<br />
  17. 17. It’s Kind of Guess Work<br />Low Level <br /> Brand Attributes<br />Mid Level<br /> Brand Benefits<br />Top Level<br /> Brand Values<br />
  18. 18. Writing a Positioning Statement<br />To (Target Group and Need)<br />Our (Brand)<br />Is to (The Concept)<br />That (What the <br /> point of difference is <br />or does)<br />
  19. 19. Green Tower Sustainability<br />Put in positioning statement here<br />
  20. 20. Interested in learning more…<br />Read Chapter 10 in Marketing Management<br />Read Chapter 8 in Up and Out of Poverty<br />Thank you for <br /> listening <br />

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