This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Examples are given of positioning statements and how brands can differentiate themselves through points of difference and parity. The document also discusses how to convey a brand's category membership and ensure positioning claims are desirable, deliverable and address any negatively correlated attributes. It outlines strategies for product, personnel, channel and image differentiation and how marketing programs must be modified across a product's life cycle stages as the market evolves.

1. Marketing Management, 12/e A South Asian Perspective 11 Crafting the Brand Positioning Kotler Koshy Keller Jha

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. Marketing Strategy Segmentation Targeting Positioning

4. Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

5. Value Propositions Scorpio, Mahindra & Mahindra Luxury of a Car and thrill of an SUV Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

6. Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.

7. 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. Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor

9. Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability

10. Deliverability Criteria for PODs Feasibility Communicability Sustainability

11. 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

12. Addressing Negatively Correlated PODs and POPs Present separately Leverage equity of another entity Redefine the relationship

13. Differentiation Strategies Product Personnel Channel Image

14. Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance

15. Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products

16. Product Life Cycle Introduction Growth Maturity Decline

17. Facts about Life Cycles Products have a limited life. Product sales pass through distinct stages. Profits rise and fall at different stages. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.

18. Marketing Program Modifications Prices Distribution Advertising Sales promotion Services

19. Market Evolution Stages Emergence Growth Maturity Decline

21. Product Life Cycle Style Fashion FAD (as in short term trends)

22. Emerging Markets Latent Single-niche Multiple-niche Mass-market