Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
Presentation on Marketing communication processAjay Veer
Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
Presentation on Marketing communication processAjay Veer
Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Marketing PlanBy Tara SeitlerThe Gap Company 1.docxinfantsuk
Marketing Plan
By: Tara Seitler
The Gap Company
1
1
Agenda
Current Marketing Situation
Market Description
Product Review
Competitive Review
Distribution Review
SWOT Analysis
Micro-environments
Macro-environments
2
Current Marketing Situation
Market Description
Target Market
Market Targeting strategy
Value proposition – The Gap Company
Consumer behavior
Buyer decision principles
3
Target Market
GAP is a brand-builder.
We create emotional connections with customers around the world through inspiring product design, unique store experiences and compelling marketing.
It’s goal is to simply make it easy for customers to express their personal style throughout their life.
GAP hoped that effective Web initiative could let company to solidify its brand, improve customer relationships, serve markets that could not support a store and cut costs.
Company also believed that going online would attract new customers and steal market share from competitors.
4
Target Market- Segmentation
Target Section of Market
Residential,
Non-residential,
Mobility and
Personal
Buyers Category
Upper middle and upper class individuals
5
Marketing Strategy
Marketing objective is to create a perception in the mind of the customer about the product.
Build image of product as a different product through adopting the strategy of differentiation of porter
Restructure the business
6
Restructure Business
Transform business management focusing on from quantity to profitability
Reduce fixed cost and downsize business structure to fair size
TV set business
Product
Create competitive products on its strength
Cost structure
Thoroughly improve cost structure
Restructuring
Completion of domestic sites integration and acceleration of overseas sites restructuring
7
Pricing Decision and Strategy
Keep Retailer and Customer pricing strategies different
Captive Product Pricing
The company makes its pricing strategies by having the knowledge of its competitor`s pricing
We can include USB connectivity devices
We can include Home Theatre along with
The prices of these accessories are kept relatively than other brands.
8
Sale Strategy
Sale Strategy - Sale Through
Manufacturer whole seller/dealer consumer
Sale Out (Sales To the retailer)
Manufacturer (company) Authorized Dealers
9
Sale Through
Whole seller/retailers are the customers of manufacturers, manufacturers sell their products to the Whole seller and indirectly (through retailer) to the end consumers.
This process of selling is called “Sale Through”
Sale Out :
The company will sell the products to the retailers which are actually the customers of the Company.
There will be no medium used between the company and the retailer.
This procedure of selling is called “Sale Out”
9
Value Proposition
They are predicated value proposition from the mindset of your custome ...
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. Fundamentals of New Marketing
Concept
Target market focus,
Customer orientation,
Integrated marketing and
Profitability/ objective achievement
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3. Market Segmentation
Market segmentation is the subdividing of a
market into homogeneous subsets of customers,
where any subset may conceivable be selected as a
market target to be reached with a distinct
marketing mix. - Kotler
Market segmentation is the process of taking the
total heterogeneous market for a product and
dividing it into several sub-markets or segments,
each of which tends to be homogeneous in all
significant aspects. - Stanton
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4. Requirements for Effective Market
Segmentation
Requirements for Effective Market Segmentation
Requirements for
Effective Market
Segmentation
Accessibilit
y
Differentiabl
e
Actionable
Substantial
Measurability
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5. SADAM Criteria for
Segmentation
Substantial:Thesegmenthastobelargeandprofitableenough
A Accessible:Itmustbepossibletoreachitefficiently
D Differential:Itmustresponddifferentlytoadifferentmarketingmix
A Actionable:Youmusthaveaproductforthissegment
M Measurable:Sizeandpurchasingpowercanbemeasured
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8. Bases for Consumer Market
Segmentation
Bases for Consumer Market Segmentation
CONSUMER MARKET SEGMENTATION
DEMOGRAPHICGEOGRAPHIC
BEHAVIOURALPSYCHOGRAPHIC
Area
Topography and climate
Population density
Age group Gender
Education Family size
Family life cycle Occupation
Social class Income
Religion Ethnicity
Personality
Life style
Buying motives
Benefits desired
Usage occasion
Usage rate
Users' status
Loyalty status
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9. Geographic Variables
Area
Development region, zone, district
Topography/climate
Mountain, hills, terai
Temperate, alpine, tropical
Population density
Urban, sub-urban, rural market
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10. Demographic Variables
Age group
Gender
Family size
Family lifecycle
Education
Occupation
Income
Social class
Religion
Ethnicity
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11. Psychographic Variables
Buying motives
Rational, emotional or patronage
Personality
Introvert, extrovert, emotional stability, tip top,
rough top
Lifestyle
Activities, interest, opinion
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12. Behavioral Variables
Benefits desired
Usage Occasions
Users’ status
Usage rate
Loyalty status
Hardcore/undivided loyal
Split/divided loyal
Shifting loyal
No loyal /switchers
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13. Variables for Business Market
Segmentation
Geographic variables
Location, topography, climate
Demographic variables
Type of industry, size of customer
Operating variables
Technology, usage rate, service needed
Purchase related
Purchase organization, documentation, negotiation
period
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14. Process of Market Segmentation
ProcessofMarketSegmentation
Marketsurvey Segment
identification
Segment
profiling
Segment
selection
Positioning
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16. Evaluation of Market Segments
Segment attractiveness
Size and growth, profitability ,competition
,technology, customer loyalty, risks
Organizational objectives and resources
Government rules and regulations
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17. Segment Attractiveness (Michael Porter’s Five
Factor Model)
Threat of intense segment rivalry
Threat of new entrants
Threat of substitute products
Threat of buyers’ growing bargaining power
Threat of suppliers’ growing bargaining power
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18. Selection of Target Market
Single segment concentration
Selective specialization (Multi-segment coverage)
Product specialization
Market specialization
Full market coverage
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20. Positioning
Act of designing the company’s offer and image
so that it occupies a distinct and value place in the
target customer’s mind
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22. Positioning Process
choosing a frame of reference by identifying the
target market and relevant competition
identifying the optimal points-of-parity and
points-of- difference brand associations given that
frame of reference, including emotional branding,
and
creating a brand mantra summarizing the brand’s
positioning and essence.
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23. Choosing a Competitive Frame of
Reference
The competitive frame of reference defines which
other brands a brand competes with and which
should thus be the focus of competitive analysis.
A good starting point in defining a competitive
frame of reference for brand positioning is
category membership, the products or sets of
products with which a brand competes and that
function as close substitutes.
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24. Choosing a Competitive Frame of
Reference
It would seem a simple task for a company to
identify its competitors.
Pepsi knows Coca-Cola is a major competitor for
its non-alcoholic carbonated beverage ;
NABIL bank knows Standard Chartered Bank
is a major competitor.
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25. Kotler’s view while monitoring
Competitors
Share of market: The competitor’s share of
the target market.
Share of mind: The percentage of customers who
named the competitor in responding to the
statement “Name the first company that comes to
mind in this industry.”
Share of heart: The percentage of customers who
named the competitor in responding to the
statement “Name the company from which you
would prefer to buy the product.”
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26. Identifying PODs and POPs
Point of Parity
Point of Difference
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27. PODs
Points-of-difference (PODs) are attributes or
benefits that consumers strongly associate with a
brand, positively evaluate, and believe they could
not find to the same extent with a competitive
brand.
Strong brands often have multiple points-of-
difference.
Two examples are Nike (performance, innovative
technology, and winning) and Southwest Airlines
(value, reliability, and fun personality
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28. PODs
In the view of Keller, three criteria determine
whether a brand association can truly function as a
point-of-difference: desirability, deliverability,
and differentiability.
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29. PODs
Desirable to consumer. Consumers must see the brand
association as personally relevant to them.
Deliverable by the company. The company must have the
resources and commitment to feasibly and profitably create
and maintain the brand association in the minds of
consumers. The ideal brand association is pre-emptive,
defensible, and difficult to attack.
Differentiating from competitors. Consumers must see
the brand association as distinctive and superior to relevant
competitors
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30. POPs
Points-of-parity (POPs) are attribute or benefit
associations that are not necessarily unique to the
brand but may in fact be shared with other brands.
These types of associations come in three basic
forms: category, correlational, and competitive.
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31. Category points-of-parity
Category points-of-parity are attributes or
benefits that consumers view as essential to a
legitimate and credible offering within a certain
category, although not necessarily sufficient
conditions for brand choice.
Category points-of-parity may change over time
due to technological advances, legal
developments, or consumer trends.
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32. Correlational points-of-parity
Correlational points-of-parity are potentially
negative associations that arise from the existence
of positive associations for the brand.
One challenge for marketers is that many
attributes or benefits that make up their POPs or
PODs are inversely related.
In other words, if your brand is good at one thing,
such as being inexpensive, consumers can’t see it
as also good at something else, like being “of the
highest quality.”
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33. Competitive points-of-parity
Competitive points-of-parity are associations designed to
overcome perceived weaknesses of the brand considering
competitors’ points-of-difference.
One good way to uncover key competitive points-of-parity
is to role-play competitors’ positioning and infer their
intended points-of- difference.
Competitor’s PODs will, in turn, suggest the brand’s
POPs.
For an offering to achieve a point-of-parity on a particular
attribute or benefit, a sufficient number of consumers must
believe the brand is “good enough” on that dimension
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34. Choosing Specific POPs and
PODs
Marketers typically focus on brand benefits in
choosing the points-of-parity and points- of-
difference that make up their brand positioning.
Brand attributes generally play more of a
supporting role by providing “reasons to believe”
or “proof points” as to why a brand can credibly
claim it offers certain benefits.
Multiple attributes may support a certain benefit,
and they may change over time.
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35. Emotional Branding
Many marketing experts believe a brand positioning
should have both rational and emotional components.
It should contain points-of-difference and points-of-parity
that appeal to both the head and the heart.
A person’s emotional response to a brand and its
marketing will depend on many factors.
An increasingly important one is the brand’s authenticity.
Brands such as Wai wai, Mayos, Rara, Rumpum, and Jo jo
that are seen as authentic and genuine can evoke trust,
affection, and strong loyalty.
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36. Emotional Branding
Authenticity also has functional value.
Lifebouy is seen by consumers as “wholesome,
authentic, and real.”
The brand reinforces those credentials by focusing
on its ingredients, increasingly important for
consumers who want healthy life.
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37. Brand Mantra
To further focus brand positioning and guide the way their
marketers help consumers think about the brand, firms can
define a brand mantra.
A brand mantra is a three- to five-word articulation of the
brand’s heart and soul, closely related to other branding
concepts like “brand essence” and “core brand promise.”
Brand mantras must economically communicate what the
brand is and what it is not.
What makes a good brand mantra?
Dabur Glucose’s “Instant energy” captures its brand
essence and core brand promise.
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38. Brand Mantra
A good brand mantra should communicate the category
and clarify what is unique about the brand.
It should also be vivid and memorable and stake out
ground that is personally meaningful and relevant.
For brands anticipating rapid growth, it is helpful to define
the product or benefit space in which the brand would like
to compete,
as Nike did with “athletic performance” and Disney with
“family entertainment.” But for it to be effective, no other
brand should singularly excel on all dimensions.
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39. Types of Positioning
Attribute positioning
Benefit positioning
Image positioning
Usage occasion positioning
User positioning
Competitive positioning
Product class positioning
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40. Positioning and Branding a Small
Business
Find a compelling Product or service performance
advantage
Focus on building one or two strong brands based
on one or two key associations
Encourage product or service trail in any way
possible
Develop cohesive digital strategy to make the
brand “bigger and better”
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41. Positioning and Branding a Small
Business
Create buzz and a loyal brand community
Employ a well-integrated set of brand elements
Leverage as many secondary associations as
possible
Creatively conduct low cost marketing research
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42. Product Differentiation
Differentiation is the act of designing a set of
meaningful differences to distinguish the
company’s offering from competitor’s offerings.
- Philip Kotler
Product differentiation is a strategy which
attempts (through innovative design, packaging,
positioning etc.) to make a clear distinction
between products serving the same market
segments.
Dictionary of Marketing