TOP 10 CONCEPTS FOR CH10
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This document summarizes 10 key concepts for crafting an effective brand positioning: 1) Points-of-difference (PODs) and points-of-parity (POPs) differentiate a brand while relating it to its category; 2) Desirability and deliverability criteria ensure PODs are relevant, distinctive, and believable; 3) Differentiation strategies include product, personnel, channel, and image differences; 4) A product's life cycle progresses through emergence, growth, maturity, and decline stages as the market evolves. Proper marketing modifications and increasing sales volumes are needed over time.
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TOP 10 CONCEPTS FOR CH10
- 1. TOP 10 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 8, 2011 http://annaguray06.blogspot.com
- 4. PODs are POINTS-OF-DIFFERENCE Concept 1: PODs STRONG, FAVORABLE & UNIQUE PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com
- 5. POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
- 6. Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com
- 7. Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com
- 8. Consumers’ Perspective Concept 3: Desirability Criteria for PODs Relevance.Distinctiveness.Believability RELEVANT? DISTINCTIVE? BELIEVABLE? http://annaguray06.blogspot.com
- 9. Company’s Perspective Concept 4: Deliverability Criteria for PODs FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com
- 10. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
- 15. How Product Managers can stimulate sales? Concept 8: Marketing Program Modifications PRICE CUT MORE OUTLETS MORE ADVERTISING MEANS http://annaguray06.blogspot.com
- 16. How Product Managers can stimulate sales? Concept 8: Marketing Program Modifications SALES PROMOTIONS GOOD SERVICES http://annaguray06.blogspot.com
- 18. How the market evolves… Concept 10: Market Evolution Stages Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE http://annaguray06.blogspot.com
- 19. STAGE 1: EMERGENCE Concept 10: Market Evolution Stages Need for a faster means of calculation Before the maket materializes, it exists as a latent market. http://annaguray06.blogspot.com
- 20. STAGE 2: GROWTH Concept 10: Market Evolution Stages If the product sells well, the firm enters the market IPHONES http://annaguray06.blogspot.com
- 21. STAGE 3: MATURITY Concept 10: Market Evolution Stages Eventually competitors cover and serve all the major market segments APPLE IPAD2 BB TABLET BB TORCH.IPHONE4 http://annaguray06.blogspot.com
- 22. STAGE 4: DECLINE Concept 10: Market Evolution Stages Societies total need level decreases or superior technology replaces the old DESKTOP LAPTOP TABLET http://annaguray06.blogspot.com