Ch10 crafting the brand positioning velasco
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This document discusses the product life cycle concept and outlines the typical stages a product goes through from introduction to decline, including growth, maturity, and decline. It also discusses potential marketing program revisions companies can make at different stages, such as lowering prices, expanding distribution channels, increasing advertising, offering sales promotions, and improving customer service.
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2. It also addresses how marketers can identify and analyze competition and how brands can successfully differentiate themselves.
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2) Effective positioning relies on unique, meaningful points of difference that provide a competitive advantage and reason for customers to buy the brand over others.
3) Guidelines for positioning include choosing points of difference that are desirable, distinctive, and believable, as well as deliverable, communicable, and sustainable over time. Marketers must also establish points of parity and difference between their brand and competitors.
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The document discusses product life cycle marketing strategies and market evolution. It describes the four stages of a product life cycle as introduction, growth, maturity, and decline. Different marketing strategies are needed for each stage, such as early adoption in introduction, market penetration in growth, and niche markets in maturity. As markets evolve over time they also pass through four stages of emergence, growth, maturity, and decline. Firms must understand a market's path of evolution to adapt their products and strategies accordingly.
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This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
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This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
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Brand positioning is important to communicate consistently within an organization. It can be represented visually with a bullseye diagram showing the brand mantra at the core, key attributes surrounding it, and values/personality on the outer ring. Category membership is also important, and can be conveyed by announcing category benefits, comparing to exemplars, or relying on product descriptors to situate a brand and show what makes it superior.
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The document discusses brand positioning and differentiation strategies. It explains that positioning involves designing an offering and image to occupy a distinctive place in the mind of the target market. Points of difference and parity are defined, with criteria for points of difference being relevance, distinctiveness, believability, feasibility, communicability and sustainability. Differentiation strategies can involve product, personnel, channel or image. The document then covers product life cycle claims and marketing strategies for different stages, including introduction, growth, maturity and decline.
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This document discusses new product and brand extensions. It defines a brand as symbolic representation of a company, product, or service that creates associations in consumers' minds. Brand extensions occur when an established brand name is used to introduce a new product. There are two main types of extensions: line extensions, which target new market segments within an existing product category, and category extensions, which enter a new product category. Brand extensions leverage existing brand equity and recognition to reduce risks and costs. However, extensions can also dilute brand meaning or confuse consumers if not executed properly. The document outlines factors to consider when evaluating potential brand extensions.
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This document discusses branding challenges and opportunities. It notes recent shifts from strategy to tactics and advertising to promotion, as well as the rise of online shopping and more sophisticated buyers. Consistency across a company and standing out in a cluttered marketplace are identified as challenges. Opportunities arise from savvy customers, new communication options, and globalization, but challenges include increased competition, costs, and media fragmentation.
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The document discusses positioning and differentiating market offerings over the product life cycle. It identifies different types of product, service, and image differentiation attributes. It also discusses the concept of positioning and using perceptual maps. The document then covers the typical product life cycle phases of introduction, growth, maturity, and decline. It analyzes customer adoption categories and common introductory and later-stage marketing strategies used during the life cycle.
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The document discusses branding and brand strategy. It defines branding as creating a total experience using communication channels to forge an emotional connection. Brand strategy is managing the total experience by knowing who you are, what you're saying, and your market position. Branding builds loyalty in customers and employees and leads to increased company value, sales, lead generation, and cost and time savings. Developing a brand involves brand messaging like mission/vision statements and brand positioning, as well as brand presentation through materials and touchpoints like websites, spaces, print, and broadcast media. Case studies show branding leading to increased company value through acquisition, higher sales through new locations, and cost savings over time.
Brand Management
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Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
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Crafting the Brand Positioning (Kotler Keller)
This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
Brand extension
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Product Positioning and Product Life Cylce
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Brand development
The document discusses brand development for a company seeking a competitive advantage. It outlines a process to define the company's brand identity, positioning, culture, and visual appearance. This includes analyzing perceptions of the company, developing a brand vision and values, ensuring employee alignment, and creating branding materials like logos, websites and advertisements. The goal is to clearly communicate the brand's message and differentiation to stakeholders.
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Positioning involves designing an offer to occupy a distinct place in customers' minds. Successful positioning requires understanding where a brand is positioned in customers' perceptions and developing strategies accordingly. It also relies on market segmentation, formulation of a positioning statement aligned with promotional objectives, and establishing a distinct brand image in competitive markets. Positioning can be functional, focusing on features and benefits, or expressive/symbolic, emphasizing emotional associations. Repositioning changes a brand's status versus competitors in response to market changes. Successful positioning and repositioning examples include Virgin Airways emphasizing experience, Michelin emphasizing authority, GE focusing on sustainability, and Old Spice targeting younger customers with a fresher image.
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Similar to Ch10 crafting the brand positioning velasco
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This document outlines key concepts for crafting an effective brand positioning strategy. It discusses points of difference and parity between a brand and its competitors, how category membership and consumer/company standards influence positioning. It also explores different ways to differentiate a brand through product, personnel, channels and image. The document then covers the product lifecycle stages and strategies to sustain growth or stimulate sales at each stage through marketing mix elements like price, distribution, advertising and promotions.
Product Life Cycle
The document discusses the product life cycle (PLC), which describes the stages a product goes through from introduction to growth, maturity, and decline. It outlines the characteristics of each stage and how marketing strategies should be adapted, including adjustments to product, price, placement, and promotion. In the introduction stage, sales are low and marketing focuses on branding and selective distribution. In growth, sales rapidly increase through increased advertising and distribution. Maturity is the most profitable stage, though competition increases and modifications are made to differentiate the product. Finally, in decline, sales decrease and options include maintaining, reducing costs, or discontinuing the product.
new product development,plc,operations in npd
Companies develop existing products or introduce new products for three main reasons: to make more profit, expand their market, and respond to changes outside the company. The document then outlines the new product development process, which involves idea generation, screening, concept development and testing, market strategy, business analysis, product development, test marketing, and commercialization. It also discusses product life cycle strategies and how marketing strategies should be adapted for each stage from introduction to growth, maturity, and decline.
Mkt & sales strategy ppt, ike tandoh
This proposal outlines a business development roadmap with the goals of promoting effective sales growth. It recommends conducting a SWOT analysis and audit to identify issues. A comprehensive marketing plan is proposed using both online and offline strategies, including digital marketing, product demonstrations, and trade shows. The proposal also suggests expanding product offerings, increasing sales activities through partnerships and loyalty programs, motivating and rewarding staff, and reviewing pricing and payment plans. The summary action plan is to train sales and marketing teams, increase transactions, sell more to each customer, implement sales cycles, upsell, cross-sell, and increase sales frequency while mastering products and the industry.
bs
The document discusses new product development and the product life cycle. It defines new product development and lists the typical stages in the new product development process: idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing, and commercialization. It also describes the typical stages in a product life cycle as introduction, growth, maturity, and decline. It explains how marketing strategies should change during each stage of the product life cycle.
Developing, Positioning, and Differentiating Products through the Life Cycle
The document discusses the product life cycle and strategies for developing, positioning, and differentiating products. It covers the stages of the product life cycle from introduction to growth, maturity, and decline. It also discusses how marketing strategies should be tailored for each stage, such as using promotions to create awareness early on and focusing on retaining loyal customers in decline. Finally, it discusses tools for positioning and differentiating products, including features, style, services, personnel, and image.
Marketing Management - Product Life Cycle
Every product goes through a life cycle from development to decline. There are typically five stages: product development, introduction, growth, maturity, and decline. Each stage is characterized by different levels of sales, costs, profits, and competition. Companies employ different marketing strategies such as pricing, distribution, advertising, and promotions during each stage to successfully manage their products through the life cycle.
Product Strategies
The document discusses new product development and a product's life cycle. It describes the typical 5 stage product life cycle as product development, introduction, growth, maturity, and decline. It also outlines the 7 stage new product development process, from idea generation to commercialization. For each stage of the product life cycle, it provides examples of how marketing strategies like the 4Ps may change.
Product development
The document summarizes the new product development process and product lifecycle. It outlines 7 steps in the new product development process: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, and 7) test marketing. It then describes the typical stages in a product's lifecycle: introduction, growth, maturity, and decline. Each stage is characterized by different sales, costs, profits, and marketing objectives.
Product life cycle
The product life cycle outlines the typical stages a product goes through from introduction to decline. It includes introduction, growth, maturity, and decline. During introduction, sales are low and costs are high to create awareness. Growth sees increasing sales and profits as the product gains acceptance. Maturity is the most profitable stage as sales peak. In decline, sales decrease as the product becomes outdated. Businesses can extend the cycle through advertising, price reductions, new features, exploring new markets, and packaging updates. The model helps marketers strategize but products don't always follow predictable cycles.
Product life cycle
The product life cycle describes the typical stages a product goes through from introduction to decline. It includes introduction, growth, maturity, and decline. During introduction, sales are low and costs are high to create awareness. Growth sees increasing sales and profits as the product gains acceptance. Maturity is the most profitable as sales peak, though competition rises. Finally, decline occurs as sales decrease due to saturation or competition. Businesses can extend the cycle through advertising, price reductions, innovation, exploring new markets, or packaging changes. The model helps marketers strategize but products don't always follow predictable cycles.
Marketing management
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Itb Chap 10
This document provides an overview of marketing concepts and the marketing strategy process. It discusses defining marketing and the seven marketing functions. It outlines developing an effective marketing strategy which includes identifying a target market and creating a marketing mix. It also describes the consumer decision-making process and factors to consider when pricing and distributing products. Finally, it discusses the importance of communication in marketing and identifies common types of promotion.
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 Life Cycle
The document discusses the product life cycle, which comprises four stages: introduction, growth, maturity, and decline. It provides details about each stage, including characteristics of the product, sales trends, costs, competition levels, and implications for the marketing mix of product, price, placement, and promotion. The life cycle concept is useful for managers to forecast sales and plan marketing strategies as a product progresses through different stages over time.
Product relaunch and rebranding power point
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Brand management service
A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service, It is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers
Product life cycle
The product life cycle progresses through four stages: introduction, growth, maturity, and decline. In the introduction stage, firms focus on building awareness, branding, and distribution. In the growth stage, firms build preference and market share while maintaining quality. In the maturity stage, competition increases as firms defend market share through differentiation and pricing. In the decline stage, firms may rejuvenate, harvest, or discontinue the product.
Catalyst Presentation
Catalyst Brands is a strategic advisory firm that helps emerging consumer product and retail brands with business positioning, fundraising, strategic growth initiatives, and operational support. They have experience advising brands across various sectors such as health/wellness, beauty, food/beverage, apparel, and retail. Some of their case studies include helping brands like RuMe Bags raise venture capital funding, expanding Mattingly Sports' product lines and distribution, and advising Weatherproof on acquisition opportunities.
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Developing, Positioning, and Differentiating Products through the Life Cycle
Developing, Positioning, and Differentiating Products through the Life Cycle
Ch10 crafting the brand positioning velasco
- 1. Concept, Concept Example Series CHAPTER 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco March 28, 2011 http://zelvelasco.blogspot.com
- 3. Product Life Cycle Concept