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.

1. Crisostomo, Kathleen Lizette C.
MARKMA
Chapter 10 – Crafting the Brand Positioning

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

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. Criteria for PODs:
Desirable:
* Relevance
* Distinctiveness
* Believability

5. Criteria for PODs:
Desirable:
* Relevance
* Distinctiveness
* Believability
Deliverable:
* Feasibility
* Communicability
* Sustainability

6. Differentiation Strategies
Product

7. Differentiation Strategies
Personnel
Product

8. Differentiation Strategies
Personnel
Channel
Product

9. Differentiation Strategies
Personnel
Channel
Product
Image

10. Product Life Cycle Claims:

11. Product Life Cycle Claims:
Products have a limited life

12. Product Life Cycle Claims:
Products have a limited life
Product sales pass
through distinct stages
each with different
challenges and
opportunities

13. Product Life Cycle Claims:
Products have a limited life
Product sales pass
through distinct stages
each with different
challenges and
opportunities
Profits rise and fall at different
stages

14. Product Life Cycle Claims:
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

15. Product Life Cycle Marketing Strategies

16. Product Life Cycle Marketing Strategies
•Introduction stage
- slow growth in minimal
profits.
-if successful, the product
enters a gross stage
marked by rapid sales
growth and increasing
profits

17. Product Life Cycle Marketing Strategies
•Growth Stage
-Improve product quality
- Add new product
features, models
-Enter new markets
–Increase distribution
coverage
- Shift from product-
awareness advertising to
product-preference

18. Product Life Cycle Marketing Strategies
• Maturity Stage
-Improve product quality
- Add new product
features, models
-Enter new markets
–Increase distribution
coverage
- Shift from product-
awareness advertising to
product-preference

19. Product Life Cycle Marketing Strategies
• Decline stage
- Identify the truly weak
products and develop a
strategy for each or phase
out

20. The Maturity Stage
Stable
Decaying
Growth
Maturity
STAGES

21. The Maturity Stage
Stable
Decaying
Growth
Maturity
STAGES
PRODUCT MODIFICATIONS
2012 Toyota Prius-C Hybrid Sedan
1. Quality 2. Features 3. Sedan

22. The Maturity Stage
PROCESS MODIFICATIONS
Stable
Decaying
Growth
Maturity
STAGES
PRODUCT MODIFICATIONS
2012 Toyota Prius-C Hybrid Sedan
1. Quality 2. Features 3. Sedan