STP- Segmentation, Targeting and Positioning..Role of POP(Point of Parity) and POD(Point of Disparity)

1. BRAND
POSITIONING

2. MARKETING STRATEGY - STP
POSITIONING
POINT OF PARITY (POP) & POINT OF DIFFERENCE
(POD)
BRAND SENSES & MARKETING
“BEYOND SATISFACTION” – BUZZING TERM
MOVING FROM “PRODUCT” TO “VALUE”
EMOTIONAL BRANDING
TERMS TO DISCUSS…

3. Companies seek to discover different needs and groups in
the market (Segmentation), target those they can satisfy
better than competitors (Targeting), and then position
their offerings (Positioning) so the target market is aware
of the distinctive differences.
MARKETING STRATEGY - STP

4. The act of designing a company’s offering and image to
occupy a distinctive place in the minds of the target
market.
POSITIONING

5. Attribute or benefit associations that are not necessarily
unique to the brand but may in fact be shared with other
brands. These include category POP that are essential to a
legitimate and credible offering within a certain product
or service category and competitive POP that are
associations designed to overcome perceived weaknesses
of the brand.
POINT OF PARITY (POP)

6. Attributes or benefits that consumers strongly associate
with a brand, positively evaluate, and believe they could
not find to the same extent with a competitive brand.
These attribute or benefit should be sufficiently desirable,
deliverable, and differentiating.
POINT OF DIFFERENCE (POD)

7. POINT OF PARITY (POP) & POINT OF
DIFFERENCE (POD)

8. POINT OF PARITY (POP) & POINT OF
DIFFERENCE (POD)

9. BRAND SENSES & MARKETING
(using human senses for marketing)

10. BRAND SENSES & MARKETING

11. “BEYOND SATISFACTION” –
BUZZING TERM
ORDINARY SHIRT PUMA SHIRT

12. Value is benefit attached to “Product”.
Value = Goods + Services + Customer Support +
Empathy + Offers + Benefits + A1+A2+ A3+…(where ‘A’ is
anything that adds value to the offering)
MOVING FROM PRODUCT TO VALUE

13. A good positioning should contain POD and POP that
appeal both to the head and to the heart. Brands that are
lovemarks command both respect and love and result
from a brand’s ability to achieve mystery, sensuality, and
intimacy
EMOTIONAL BRANDING
Lovemarks- Mystery,
Sensuality, Intimacy

14. EMOTIONAL BRANDING

15. THANK YOU!!!