This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Effective positioning relies on points of differentiation (unique attributes) and points of parity (shared attributes) that are desirable to customers. The document also discusses adapting marketing strategies across the different stages of a product life cycle from emergence to growth, maturity, and decline.

1. MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller

3. How can PBS position itself?

4. Marketing Strategy Segmentation Targeting Positioning

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

7. Positioning

8. 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.

10. PODs and POPs

11. Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor

12. Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability

13. Deliverability Criteria for PODs Feasibility Communicability Sustainability

16. Differentiation Strategies Product Channel Image Personnel

18. Personnel Differentiation: Singapore Airlines

19. Channel Differentiation

20. Image Differentiation

21. Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products

22. Figure 10.1 Product Life Cycle

24. Figure 10.2 Common PLC Patterns

25. Figure 10.3 Style, Fashion, and Fad Life Cycles

26. Figure 10.4 Long-Range Product Market Expansion Strategy

27. Marketing Program Modifications Prices Distribution Advertising Sales promotion Services

28. Product in Decline

29. Market Evolution Stages Emergence Growth Maturity Decline

30. Emerging Markets Latent Single-niche Multiple-niche Mass-market

31. Figure 10.5 Maturity Strategies