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Mm brand

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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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Mm brand

  1. 1. Crafting the Brand Positioning Marketing Management, 13th ed 10
  2. 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 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. 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-3 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
  4. 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-4 Conveying Category Membership Announcing category benefitsAnnouncing category benefits Comparing to exemplarsComparing to exemplars Relying on the product descriptor Relying on the product descriptor
  5. 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-5 Consumer Desirability Criteria for PODs RelevanceRelevance DistinctivenessDistinctiveness BelievabilityBelievability
  6. 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-6 Deliverability Criteria for PODs FeasibilityFeasibility CommunicabilityCommunicability SustainabilitySustainability
  7. 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Differentiation Strategies Product Channel Image Personnel
  8. 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-8 Product Differentiation • Product form • Features • Performance • Conformance • Durability • Reliability • Reparability • Style • Design • Ordering ease • Delivery • Installation • Customer training • Customer consulting • Maintenance
  9. 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9 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
  10. 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10 Figure 10.1 Sales and Product Life Cycle
  11. 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-11 Figure 10.2 Common Product Life-Cycle Patterns
  12. 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-12 Figure 10.3 Style, Fashion, and Fad Life Cycles
  13. 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-13 Figure 10.4 Long-Range Product Market Expansion Strategy
  14. 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-14 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
  15. 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15 Stages in the Maturity Stage Growth Stable Decaying maturity
  16. 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-16 Marketing Program Modifications Prices Distribution Advertising Sales promotion Services
  17. 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-17 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
  18. 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-18 Market Evolution Stages Emergence Growth Maturity Decline
  19. 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-19 Emerging Markets Latent Single-niche Multiple-niche Mass-marketZibbie Zone is one of several virtual worlds tied to toys
  20. 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-20 Figure 10.5 Maturity Strategies

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