4. Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. Crafting the Brand Positioning
5. Writing a Positioning statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine. Crafting the Brand Positioning
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9. Conveying Category membership Announcing category benefits Comparing to exemplars Relying on the product descriptor Crafting the Brand Positioning
15. Crafting the Brand Positioning Personnel Differentiation Singapore Airlines
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17. Identity and Image Image: The way the public perceives the company or its products. Identity: The way a company aims to identify or position itself. Crafting the Brand Positioning
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20. Sales & Profits Introduction Growth Maturity Decline Profit Sales Time Crafting the Brand Positioning
32. STAGES OF COMPETITIVE CYCLE Sole Supplier Competitive penetration Share Stability Commodity Competition Withdrawal Market share Production costs Price premium 100% Crafting the Brand Positioning
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34. Long range Product Market Expansion Strategy Crafting the Brand Positioning
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48. SUMMARY OF LIFE CYCLE CHARACTERISTICS Crafting the Brand Positioning Characteristics Introduction Growth Maturity Decline Sales Low Rapidly rising Peak Declining Cost per customer High Average Low Low Profits Negative Rising High Declining Customers Innovators Early adopters Middle majority Laggards Competitors Few Growing Stable tending to decline Declining
49. Reduce expenditure and milk the brand Maximize market share while defending market share Maximize market share Create product awareness and trial Marketing Objectives Decline Maturity Growth Introduction Life Cycle stage SUMMARY OF LIFE CYCLE MARKETING OBJECTIVES Crafting the Brand Positioning
50. SUMMARY OF LIFE CYCLE STRATEGIES Crafting the Brand Positioning Strategies Introduction Growth Maturity Decline Product Offer a basic product Offer product extensions Diversify brands and items Phase out weak models Price Charge cost plus Price to penetrate market Price to match competitors Cut price Distribution Selective distribution Intensive distribution More intensive Go selective Phase out unprofitable outlets Sales Promotion Use heavy sales promotion to entice trial Reduce to take advantage of heavy demand Increase to encourage brand switching Reduce to minimal level
