Differentiation and Product Positioning
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The document discusses differentiation and product positioning. It provides examples of how to position products or services by attributes, benefits, users, quality, price, and competitors. It also discusses communicating positioning through a target audience-focused positioning statement. Differentiation tools include focusing on product variations, personnel, channels, and brand image. Effective differentiation creates a difference that is important, distinct, superior, preemptive, affordable, and profitable for the target market.
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- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
Segmentation Targeting Positioning
There are five criteria that segments must meet to be effective: measurable, accessible, substantial, differentiable, and actionable. Target marketing can be carried out at several levels from undifferentiated to micromarketing. Positioning is designing a company's offering and image to occupy a distinctive place in the target market's mind through value propositions. Communicating and delivering the chosen positioning strategy requires coordinating all aspects of the marketing mix.
Positioning presentation - April Business Consulting
This document discusses positioning and marketing strategy. It defines positioning as the perceptual location of a product or service in the marketplace. Effective positioning puts a product first in the minds of customers within a targeted market segment. The document outlines an 8-step process for determining a company's position, which includes defining the target customer, their requirements, how the company measures up to competitors, and drafting a positioning statement. It stresses that positioning is about how a product or service is perceived by potential customers and should be based on providing the benefits most important to the target segment.
Lecture 6.pptx
This document discusses positioning principles in advertising. It defines positioning as designing an offering and image to occupy a distinctive place in a target market's mind. Positioning is done through differentiating a product in ways customers value that competitors cannot easily copy. The relationship between positioning and differentiation is that differentiation techniques can be used for positioning. The positioning process involves understanding market dynamics, identifying competitive advantages, choosing advantages to define a niche, developing a positioning statement, and evaluating the statement. Reasons for repositioning include changes in the market, competition, consumer trends, and a company's internal environment. Pitfalls of repositioning are over, under, and confused positioning.
Brand positioning
This document discusses brand positioning. It defines brand positioning as ensuring all brand activity aims to attract a target consumer by focusing on the brand's benefits over competitors. The document outlines the steps to develop an effective brand positioning strategy, including determining the current positioning, identifying competitors, understanding competitor positioning, identifying uniqueness, developing a positioning statement, and testing. It also provides criteria for evaluating a positioning strategy and characteristics of a good strategy such as being relevant, clear, unique, and customer-validated. Finally, it discusses types of positioning strategies such as lifestyle, problem-solver, parent brand, product-specific, and feature-specific positioning.
Brand Positioning .pdf
This document discusses branding and positioning strategies. It defines what a brand is and lists common brand elements. It then defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. The document outlines various positioning strategies such as quality, value/price, benefit, demographic, competitor, and cultural symbol positioning. It provides examples of each and discusses how to identify differentiating factors and communicate the brand's values. Overall, the document provides an overview of common branding and positioning concepts, tactics, and best practices.
Brand Mgt.pdf
The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
Marketing mix and product management
The document discusses key concepts related to marketing mix and product management. It defines the 4Ps of marketing mix as product, price, place, and promotion. It also introduces an expanded 7P marketing mix framework. Several product-related topics are covered, including product definition, classification, life cycle, branding, labeling, and strategies for innovative new products.
Branding & Brand Positioning
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Positioning
This document discusses key concepts related to brand equity, brand positioning, and product life cycles. It defines brand equity as the added value provided to products and services by a brand, in terms of how consumers think and act towards the brand. Brand positioning is developing a specific place for a brand in consumers' minds within a target market. The document outlines steps to positioning a brand, including defining category membership and choosing points of parity and difference. It also discusses strategies for different stages of a product life cycle, such as introducing, growing, sustaining, and declining products.
Importing, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
Advertising Strategy Lecture 5 1920
The document provides guidance on positioning strategies for advertising. It discusses defining the target audience, determining the appropriate positioning for the brand, and selecting benefits to highlight. Effective positioning involves choosing whether to focus on central or differential benefits, product or user orientation, and positive or negative motivations. The positioning should then inform the messaging and taglines used in creative advertising content. Overall the document outlines a three step process for strategic brand positioning: 1) make an initial positioning decision, 2) select appropriate benefits, and 3) use the correct benefit focus.
Mmi marketing 3
The document discusses marketing strategy and the 4 Ps of marketing - product, price, place (distribution), and promotion. It provides details on developing strategies for each of the 4 Ps, including how to create new products, set prices, and conduct various promotional activities like advertising, sales promotions, direct marketing, and direct sales. Key recommendations include testing new products before launch, customizing prices, and evaluating the effectiveness of promotional campaigns.
Product services place_strategy
The document discusses marketing strategies for products and services at different stages of the product life cycle. It describes the roles of branding, packaging, and labeling for products. For services, it identifies four key characteristics: intangibility, variability, inseparability, and perishability. The document also discusses developing marketing objectives and differentiating services to address the unique characteristics of services.
Markma Group 4 Presentation Chapter 10 Crafting the Brand Positioning
Brand positioning involves choosing points of difference and parity to communicate a distinctive brand image and value proposition to target customers. Positioning strategies must evolve over the product lifecycle and in response to market changes. Effective positioning differentiates the brand through product design, personnel, channels or image while adapting strategies to the growth, maturity or decline stages.
Slide Marketing Mercubuana
The document discusses various topics related to market segmentation and product management including:
1. It defines market segmentation as dividing a potential market into distinct subsets of consumers based on common behaviors or dividing the market to select target segments.
2. It lists different bases for segmenting markets such as demographic, psychographic, behavioral, and geographic factors.
3. It discusses evaluating and selecting target market segments and outlines criteria for effective segmentation.
Media Chix & Bud_Markma Report_Sept162016
The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
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Markman visual model chap 10 crafting the brand positioning
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Positioning presentation - April Business Consulting
Positioning presentation - April Business Consulting
Importing, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and SourcingWhat’s this chapter about
Markma Group 4 Presentation Chapter 10 Crafting the Brand Positioning
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2. Fixed costs remain constant regardless of the number of units produced, while variable costs fluctuate depending on the level of production. Mixed costs contain both fixed and variable elements.
3. The document includes examples of graphs that could be used to illustrate fixed costs over time, variable costs that increase with production volume, and scatter plots of mixed cost data. It also discusses outliers and the high-low estimation method.
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The document outlines goals and strategies for a marketing project. The goals are to improve existing products, introduce new products at lower prices, repackage products for better appeal, improve customer relations, and create more marketing outlets. Key affected departments will be marketing, customer relations, sales, and executive staff. Relationship marketing strategies aim to build long-term customer relationships rather than single transactions. Both new and existing customers will be targeted through improved relations and new customer acquisition.
Mangerial
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The document discusses various digital marketing strategies for businesses. It covers business-to-business (B2B), business-to-consumer (B2C), consumer-to-business (C2B), and consumer-to-consumer (C2C) e-marketing. For each strategy, it discusses analyzing the situation, defining a strategy and tactics, then implementing and controlling the actions. It also addresses the roles of customers and companies in the digital marketplace, as well as ethical and cross-cultural considerations for e-marketing.
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The document discusses cooperative advertising and marketing strategies and their potential applicability for GGI. Cooperative advertising involves sharing advertising costs between two or more companies to promote specific products. It can help increase sales and brand awareness while reducing marketing costs. Examples of cooperative advertising partnerships provided could help the president understand how the strategy works and its benefits. The president is asked to consider if cooperative marketing could help increase awareness of GGI's lesser known brand in the housewares industry.
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The document discusses branding strategies and considerations for developing a brand identity. It defines what a brand is, explains different levels of brand meaning, and discusses factors like brand name, logo, colors, taglines, and symbols that contribute to brand identity. The document also covers evaluating brand equity, choosing a brand name, different branding tools, and managing brand assets over time.
Applied Managerial Marketing
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