This document discusses positioning strategies from the textbook "Marketing Management" by Kotler and Keller. It defines positioning as designing a company's offering and image to occupy a distinctive place in the customer's mind. Effective positioning creates a value proposition that gives customers a strong reason to buy a product. The document outlines developing positioning strategies, including determining the target market, identifying relevant competitors, and choosing optimal points of difference and parity. It also discusses using brand mantras to summarize a brand's positioning and differentiate brands through employees, channels, image, and services. Overall positioning strategies aim to communicate a simple and compelling message about a brand's identity and benefits.

1. Marketing Management
Global Edition
Kotler & Keller
Chapter 10
Crafting the Brand
Positioning

2. Copyright © 2012 Pearson Education 10-1
Chapter Questions
1. How can a firm choose and communicate an effective
positioning in the market?
2. How are brands differentiated?
3. What marketing strategies are appropriate at each stage of
the product life cycle?
4. What are the implications of market evolution for
marketing strategies?

3. Marketing Strategy
T P
S
Segmentation Targeting Positioning

4. Developing and Communicating
a Positioning Strategy
Chapter Question 1:
How can a firm choose and
communicate an effective
positioning in the market?
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• Positioning is the act of designing the company’s offering
and image to occupy a distinctive place in the mind of the
target market.
• Result of positioning: creation of a customer-focused
value proposition, a strong reason why the target market
should buy the product.

5. Developing and Communicating
a Positioning Strategy
Chapter Question 1:
How can a firm choose and
communicate an effective
positioning in the market?
Copyright © 2012 Pearson Education 10-4
Table 10.1: Examples of Value Propositions
Table 10.1 shows how three companies—Perdue, Volvo, and
Domino’s—have defined their value proposition given their target
customers, benefits, and prices.

6. Positioning decision requirements
• Determining a frame of
reference by identifying the
target market and relevant
competition (5&6)
• Identifying the optimal points
of parity and points of
difference brand associations
given that frame of
reference, (7&10)
• Creating a brand mantra to
summarize the positioning
and essence of the brand.
(11&12)
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Frame of Reference
Points of Parity /
Difference
Brand Mantra

7. Competitive Frame of Reference
• Which brands should be the focus of competitive analysis?
Determine
Category
Membership
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8. Identify & Analyze Competitors
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9. Points-of-Difference and
Points-of-Parity
Chapter Question 1:
How can a firm choose and
communicate an effective
positioning in the market?
Copyright © 2012 Pearson Education 10-8
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

10. Identifying Optimal PODs
Points-of-difference
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
Apple (design, ease of use, irreverent attitude)
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11. Defining Associations
Points-of-parity
Associations that are not necessarily unique to the brand but
may be shared with other brands
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12. POP versus POD
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Brand
Benefits
Brand
Attributes
Reasons
to
believe
Proof
points

13. Point-of-Difference Criteria
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Desirable
Deliverable
Differentiating

14. Means of Differentiation
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Employee
Channel
Image
Services
Chapter Question 2:
How are brands
differentiated?

15. Brand Mantras
• Articulates the heart and soul of the brand
• 3-5 word phrases to capture the spirit of the
brand positioning
• Ensure understanding to what the brand
represent with consumers to adjust actions
accordingly.
• Guides what to introduce, what ad campaigns to
run, and where and how to sell the brand.
• Mental filter to screen out brand-inappropriate
marketing activities
• communicate what the brand is and what it is not
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16. Designing a Brand Mantra
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Communicate
Simplify
Inspire
Nike – “authentic athletic performance”
Disney – “fun family entertainment”
Chapter Question 2:
How are brands
differentiated?

17. Constructing a Brand Positioning
• To communicate a company or brand positioning, marketing
plans often include a positioning statement.
• The statement should follow the form:
• To (target group) who (need), our (Brand), is (the concept)
that (what the POD is or does).
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18. Positioning Statement for the Apple’s iPhone,
• ‘For the <mobile user> who <needs a single multipurpose
handheld device>, the <iPhone> provides <a phone with
Internet access and a widescreen audio/video player>.
Unlike <a BlackBerry>, the <iPhone is years ahead with an
ever-growing collection of applications for every purpose>‘.
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19. The template for a product positioning
statement is:
• “For the <target customer> who <statement of need or
opportunity>, the <product name or category> provides
<statement of key benefit>. Unlike <primary competitive
alternative>, the <product> <statement of primary
differentiation>.”
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20. iPhone vs. Blackberry product positioning
statement:
• “For the <individual> who <needs to be entertained,
communicate, do business, and manage their information
while being mobile>, the <iPhone, a single multipurpose
handheld device with Internet access and a widescreen
audio/video player> provides <a collection of applications
for every purpose>. Unlike <BlackBerry>, the <iPhone>
<possesses an unmatched ultra-friendly and intuitive user
interface>”.
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