Marketing Management 14th Edition By Philip Kotler Chapter no .10

1. CRAFTING THE BRAND POSITIONING

2. Contents:
• What is Positioning?
• What is Competitve Frame of Reference?
• POD & POP
• Brand Mantra
• Differentiation Strategies
• Product Life Cycle
• Style, Fashion & Fad Life Cycle

3. Positioning
Place that a brand occupies in the mind of the
customer

4. Competitive Frame of Reference
• The competitive frame of reference provides the
context for positioning, and it is a fancy way of
describing the market or context in which you
choose to position your brand

5. Points of Difference
• Factors of products & services that establish
differentiation
Example:
Small cars are similiar but Mini Cooper is
uniquely sporty and fun to drive.

6. Desirable to consumer

7. Deliverable by company

8. Points of Parity
• Features & benefits that are offered by everyone.
Example:
All cars have four wheels,lights & gas.

9. Types of association
• Category points of parity
• Competitive point of parity

17. Differentiation Strategies
• Competitive Advantage:
Finding different ways of being unique in the
marketplace

18. Dimensions used by Companies
Means of
Differentiation
EMPLOYEE CHANNEL
IMAGE SERVICES

19. Personnel
Differentiation
Companies try
to differentiate themselves to
gain a competitive Companies
try to differentiate themselves
to gain a competitive
advantage through better-
trained people who can serve
their customers in an excellent
manner.
through better-trained people who can serve their customers
in an excellent manner.
. CompaniCompanies try to differentiate themselves to gain a
competitive advantage through better-trained people who
can serve their customers in an excellent manner.
es try to differentiate themselves to gain a competitive
advantage through better-trained people who can serve their
customers in an excellent manner.

20. Channel Differentiation
• Companies can achieve competitive advantage
through the way the design their
distribution channels' coverage, expertise and
performance

21. Image Differentiation
• An effective image establishes the product's
character and value proposition

26. What is a Product?
• Anything that can be offered to a market that
might satisfy a need or a want.

27. Demand For The Products
Demand for these products nowadays :
• Diabetes Insulin Injections.
• Video Cassette Player.

28. Product Life Cycle
• The course of product’s sales and profits over its
lifetime is known as PLC.

29. Facts about PLC.
Products have
limited life.
Profits rise & fall at
different stages.
Product sales pass
through distinct
stages
Prodcucts require
different strategies
at different stages.
PLC Concept is
based on four
premises

30. PLC Stages
 Product Development
• Sales are zero.
• Company’s investment cost mounts.
• Profits are negative.

31. Continued.
 Introduction Stage:
• Slow sales.
• Profit non-existent
• Heavy Expenses.

32. Growth:
• Product’s sales start climbing quickly.
• Sharp rise in sales.
• Increasing profits.
• New competitors.
• Low Cost.

33.  Maturity Level:
• Slales growth will slow down.
• Earning maximum profit
• Beginning to Decline.

34. Stages in Maturity Level

35. Changes in Product during Maturity Level
• Market Modification:
Try to expand the market.
eg. Fair & Lovely bb cream for men.
• Product Modification:
Firms modify the product’s characteristics
through quality,feature & style improvement.

36. Product Modification(cont..)
 Quality Improvement:
Increasing the product’s functional performance.
 Feature Improvement:
Firms add new feature in product that expands
the product’s performance.
 Style improvement:
Style strategy might give the a product a unique
identity.

37. Declining Stage:
• Sales Decline.
• Declining Profits.
• No competitors.
• Company uses
Harvesting strategies.

38. Product Life Cycle

39. Style, Fashion & Fad life cycle
• Style:
Physical appearance of any product.
• Fashion:
It is a popular style, especially in clothing,
footwear, lifestyle products, accessories, makeup,
hairstyle and body
• Fad:
An activity, style or interest that is very popular for
very short time period.