This document discusses crafting an effective brand positioning strategy. It begins by explaining how firms can choose and communicate a positioning by developing a competitive frame of reference looking at points of difference and parity. It then discusses differentiation strategies and how positioning and marketing strategies should change across the product lifecycle stages and with market evolution. The key tasks covered are understanding effective positioning, differentiation, adapting to the product lifecycle, and implications of market changes.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
This presentation focuses on the issue marketing managers face when profit margins begin to shrink beyond desire in their current markets. Should the marketing managers take their brand to where the action is or will that hinder the brand's perception? This brings up the issue of rather to reposition the entire brand to match the image of the new Value Market or Premium Market you are trying to enter. While the other option is to develop a sub-brand of the main product brand that won't risk the equity that has been built with the main product brand. This incase brings up the question will the sub-brand be endorsed by the main brand or be a co-driver meaning the choice of why to buy the product is indifferent or is this a situation where you are bringing class to mass and the main product brand's image and equity is the reason the consumer buys the product. Example, Mercedes C-Class.
Segmentation, Targeting & Positioning: A Case Study of VitaciminDanny D. Kosasih
This document was presented when I was guest lecturing at FEUI on December 8th 2012. The purpose of this case study is to share the real practice and implementation of a Marketing Strategy concept.
This presentation focuses on the issue marketing managers face when profit margins begin to shrink beyond desire in their current markets. Should the marketing managers take their brand to where the action is or will that hinder the brand's perception? This brings up the issue of rather to reposition the entire brand to match the image of the new Value Market or Premium Market you are trying to enter. While the other option is to develop a sub-brand of the main product brand that won't risk the equity that has been built with the main product brand. This incase brings up the question will the sub-brand be endorsed by the main brand or be a co-driver meaning the choice of why to buy the product is indifferent or is this a situation where you are bringing class to mass and the main product brand's image and equity is the reason the consumer buys the product. Example, Mercedes C-Class.
Segmentation, Targeting & Positioning: A Case Study of VitaciminDanny D. Kosasih
This document was presented when I was guest lecturing at FEUI on December 8th 2012. The purpose of this case study is to share the real practice and implementation of a Marketing Strategy concept.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
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.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
3. Objectives
At the end of this presentation, the participants should be able to
1. Understand how firms can choose and
communicate an effective positioning in the market
3. See how brands are differentiated
5. Appreciate how different marketing strategies are
appropriate at each stage of the product life cycle
7. Understand the implications of market evolution for
marketing strategies
4. Outline
Developing and Communicating a
Positioning Strategy
Competitive Frame of Reference
Points-of-Difference and Points-of-Parity
Differentiation Strategies
Product Life-Cycle Strategies
6. Developing and Communicating
a Positioning Strategy
All marketing strategy is built on STP
Segmentation – discover different
needs and groups in the marketplace
Targeting – identify groups it can
satisfy in a superior way
Positioning – positions its offering
so that the target market recognizes
the firm’s distinctive offering & image
7. What is Positioning?
Act of designing an offer and image to occupy
a distinctive place in the minds of the target market
8. Positioning results in
The creation of a
A persuasive REASON WHY the target
market should buy the product
9. Positioning
Examples of Customer-Focused Value Propositions
Langhap Sarap
Food offered by Jollibee caters to Filipino taste
Pera padala
Makakarating ang padala mo
We have it all for you
Convenient shopping experience in SM’s one-stop
shop because it provides all you need under one roof
World’s safest pain reliever
Biogesic is safe even for pregnant women
10. Positioning
Starts with…
A Competitive Frame of Reference
And then looks at
Points-of-Difference and Points-of-Parity
11. Positioning
So Start with a Competitive Frame of Reference by
1st Identifying the Product’s Category Membership
Define Customer Target Market
and
Define Nature of Competition
Products and services competing
for same target segment
Substitute products and services
12. Positioning
Then Looking at Points-of Differences
POD – attributes or benefits that consumers…
Strongly associate with a brand
Positively evaluate
Believe are unique to the brand or
could not be found to the same
extent in other brands
Energizer – longest lasting battery
Louis Vuitton – most stylish handbag
13. Fun place for family to be together Prompt friendly service
and for children to play
McDo
Clean pleasant modern facilities Food kids love and are affordable
Ned Roberto (Marketing Guru) Manny Paquiao (Pambansang Kamao)
14. Positioning
and also at Points-of-Parity
POP – attribute or benefit
associations not unique to
the brand but may in fact be
shared with other brands
2 Types of POPs are:
Category POPs
=
Competitive POPs
15. Positioning
Category POPs are:
Associations essential to a legitimate
and credible offering within a category
Necessary, but not sufficient,
condition for brand choice
Soap must be able to clean
A doctor must have medical training
and license to practice
16. Positioning
Competitive POPs are
Associations designed to
negate a competitor’s POD
Brand “breaks even” on areas
where competitors are trying
to create an advantage
Consumers must believe
brand is “good enough” on
an attribute or benefit
x
17. Positioning
To Establish Category Membership
Marketers must inform consumers
of a brand’s category membership
Announcing category benefits
Cherifer – tangkad sagad
Enervon C - protektodo
Comparing to exemplars
The Rolls Royce of the banking industry
Elvis Presley of the Philippines
Relying on the product descriptor
Ford Freestyle “Space Wagon”
Ateneo Graduate School of Business
18. Positioning
In Choosing POPs and PODs, we need to consider
For PODs
Desirability
Relevant and Important
Distinctive and superior
Believable, credible, compelling
Deliverability of promise
Feasibility
Design and offer support desired associations
Communicability
Compelling reason to believe
Understandable rationale why brand can deliver desired benefits
Verifiable evidence or proof points
Sustainability
Preemptive
Defensible
Difficult to attack
19. Positioning
In Choosing POPs, consider
Need for category membership
Create competitive POPs
to negate competitors’ PODs
20. Positioning
Marketers must choose which level of a
Brand’s POD to highlight
Functional Psycho-
Benefits Social Instrumental
Attributes Emotional and
(What a
- Promil Benefits Terminal
brand does)
contains (Self-Image Values
- Promotes
taurine Social Image) - My children
Brain
development - I’m a will love me
good Mom
This?
This? Or this?
This?
21. Positioning
The outcome of the process of creating a value
proposition is a Positioning Statement
To Children who are undernourished due
(Target group and need) to poor appetite
Our Appebon
(Brand)
Is Is a complete vitamin-mineral
(Concept) formulation with an appetite stimulant
That Provides needed nourishment and
(what the POD is or does) stimulates children’s appetite because
it contains 5 mg of buclizine HCl
22. Differentiation
To avoid the commodity trap, we consider
Competitive advantage
A company’s ability to perform in one or more ways that
competitors cannot or will not match
Leverageable advantage
Advantage a company can use as springboard to new
advantages
Customer advantage
Competitive advantage that is seen by customer as an
advantage to themselves
23. Differentiation
To derive fresh insights to differentiate our
brand we can use tools such as
The Consumption Chain
Examining customers’ entire experience
with a product or service to uncover
opportunities to position offerings
in ways no one thought possible
McMillan & McGath Questionnaire
To derive consumer-based
points of differentiation
24. Differentiation
Some Dimensions we can use to differentiate are
Product design
Swatch – colorful, fashionable watches
Subway – healthy alternative to fast foods
Personnel Differentiation
Better-trained employees
Channel Differentiation
More effective and efficient design of
distribution channels’ coverage, expertise
and performance
Image Differentiation
Craft powerful, compelling images
Marlboro Man
25. Product Life Cycle
Describes an analogy of the stages of life of a product
that is similar to natural biological stages of living things
Birth
Slow sales growth
Heavy expenditure
Non-existent profits
Growth
Rapid market acceptance
Substantial profit improvement
Maturity
Slowdown in sales growth
Acceptance by most potential buyers
Stabilized or decreased profits
Increased competition
Decline
Sales decline
Profits erode
26. Product Life Cycle Marketing Strategies
Recall that Marketing Strategy is about STP
So examine your brand’s STP at different stages in the PLC
SWOT
SWO
OT T
SW
SWOT
A company’s POSITIONING and DIFFERENTIATION strategy
must change as products, markets and competitors change
over the PRODUCT LIFE CYCLE
27. Product Life Cycle
Introduction Stage Marketing Strategies
SWOT
Key Issues:
• Pioneer 1st to market with new product vs. late entrant with better product
• Heavy investments in product, technology, market, channel development
• Market entry strategy with high risks and uncertainty
28. Product Life Cycle
Growth Stage Marketing Strategies
O T
SW
• New entrants come in with new product features and expanded distribution
• Customer base expands from innovators to early adopters
• Sales increase, prices remain or fall, promo expense and profits increase
• Company improves product quality, adds new features and improves styling
• Adds new models and flankers, enters new segments,
• Increases distribution coverage and enters new channels
• Shifts from product awareness advertising to product preference advertising
• Lowers prices to attract next layer of price-sensitive buyers
29. Product Life Cycle
Maturity Stage Marketing Strategies
SWOT
•Sales growth rate slows, flattens then declines
• No new distribution channels, market is saturated, future growth organic
• Customer starts switching to other products
• New competitive forces – emerge of new categories or blue oceans
• Sales decline cause overcapacity and leads to fierce competition for market shares
• Price wars, increased promo spending, increased R&D spend
• Exit of weaker competitors and dominance of a few large competitors: quality leader,
cost leader, service leader and a few nichers
30. Product Life Cycle
Maturity Stage Marketing Strategies
SWOT
Ways to change the course of a brand during maturity stage
• Market modification - expand market:
Volume = Expand # of brand users x increase usage rate per user
• Product modification: Improve quality, features, style
• Market program modification: pricing, distribution, advertising, trade and consumer
promotions, personal selling, services
31. Product Life Cycle
Decline Stage Marketing Strategies
SW O
T
• Sales decline due to technological advances, changes consumer preferences, increased
domestic and foreign competition
• Industry overcapacity, price cuts, profit erosion
• Companies exit the market, reduce products offered, withdraw smaller segments and
weaker trade channels
• Cut promotional budget and lower prices further
• Sustain product? Modify marketing strategy? Drop product?
• Harvest – maintain sales, cut costs.
• Divest – Sell or liquidate?
33. Market Evolution
Review Brand’s STP at each stage of the Market’s Evolution
SWOT
SWO
T
OT
SW
SWOT
Firms must visualize a market’s evolutionary path as it is affected
by new needs, technology, competitors, channels and other
developments. A company’s POSITIONING and DIFFERENTIATION
strategy must change to keep pace with market developments
34. In Summary
We discussed…
1. How firms choose and communicate an
effective positioning in the market
3. How brands are differentiated
5. How different marketing strategies are
appropriate at each stage of the product life
cycle
7. Implications of market evolution for
marketing strategies
35. 4th Task of Marketing?
S Product Life Cycle
T
P – Positioning
Building Strong Brands!!!
Crafting the Value Proposition Market Evolution
Positioning changes w/ changing PLC and ME
Competition
Market
+
Differentiation
Positioning
Avoid the commodity trap Statement:
POP To
POD
= + HOW??? Our
Is
That
Points of Parity Points of Difference