9. Competitive Frame of Reference 9 Concept 1: Develop and Communicate Position Strategy What market am I competing in? If you are a… Real Estate Developer Hand pointing = refer Real Estate Industry manekamalibago.blogspot.com
10. Competitive Frame of Reference 10 Example 1: Develop and Communicate Position Strategy What market am I competing in? Competitors in the industry manekamalibago.blogspot.com
11. Points-of-Difference & Point-of-Parity 11 Example 1: Develop and Communicate Position Strategy Why buy my product/service? BANK INDUSTRY VS Bank open during weekends Competitors in the industry manekamalibago.blogspot.com
12. Top 10 Concepts Develop and Communicate Position Strategies Establish Category Membership Communicate Category Membership Choose POPs and PODs Create POPs and PODs Differentiation Strategies Product Life-Cycles 12 manekamalibago.blogspot.com
13. 13 What is category membership? Concept 2: Establish Category Membership Category Membership defined as…. with which a brand competes Products/Sets of products and which function substitutes manekamalibago.blogspot.com
14. 14 What is category membership? Example 2: Establish Category Membership Close Substitutes Pepsi C2 Zest-O Coke Nature’s Spring manekamalibago.blogspot.com
16. Top 10 Concepts Develop and Communicate Position Strategies Establish Category Membership Communicate Category Membership Choose POPs and PODs Create POPs and PODs Differentiation Strategies Product Life-Cycles 16 manekamalibago.blogspot.com
17. 17 Establishing category membership thru… Concept 3: Communicate Category Membership Communicating Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor manekamalibago.blogspot.com
18. 18 Establishing category membership thru… Example 3: Communicating category membership Bakeshop Salon Pizza Pedrico’s vs Gardenia Reyes Haircutters MasarapKahitWalangPalaman Affordable Price, Expert Service Greenwich Shakey’s manekamalibago.blogspot.com
19. Top 10 Concepts Develop and Communicate Position Strategies Establish Category Membership Communicate Category Membership Choose POPs and PODs Create POPs and PODs Differentiation Strategies Product Life-Cycles 19 manekamalibago.blogspot.com
20. Concept 4: Choosing POPs and PODs What are the considerations in choosing POPs and PODs Consumers must find the POD 3 key consumer desirability criteria for PODs Desirable Firm capable to deliver 3 key deliverability criteria manekamalibago.blogspot.com 20
21. What are the considerations in choosing POPs and PODs 21 Judge 3 Deliverability Criteria 3 Desirability Criteria Relevance Feasibility Important Important Distinctiveness Communicability Unique & superior Deliver Believability Sustainability Credible & believable endure manekamalibago.blogspot.com
22. What are the considerations in choosing POPs and PODs 22 Judge Example: Deliverability Desirability Mountain Dew VS Nivea Wrinkle Control Cream Wrinkle-Free Face Soft Drinks manekamalibago.blogspot.com
23. What are the considerations in choosing POPs and PODs 23 Marketers must decide level of POD Brand Values Brand Benefits Brand Attributes manekamalibago.blogspot.com
24. What are the considerations in choosing POPs and PODs 24 Example 4: Choosing POPs and PODs Brand Values More attractive Brand Benefits Whiter skin Brand Attributes Cleansing soap manekamalibago.blogspot.com
25. Top 10 Concepts Develop and Communicate Position Strategies Establish Category Membership Communicate Category Membership Choose POPs and PODs Create POPs and PODs Differentiation Strategies Product Life-Cycles 25 manekamalibago.blogspot.com
26. 26 Concept 5: Creating POPs and PODs Consumers want to maximize… Negatively Correlated Attributes and Benefits Nutritious vs. Good Tasting Low Price vs. High Quality Tastevs. Low Calories Efficacious vs. Mild Powerfulvs. Safe Strong vs. Refined Ubiquitousvs. Exclusive Variedvs. Simple manekamalibago.blogspot.com
27. Example5: Creating POPs and PODs Creating POPs and PODs 27 Negatively Correlated Attributes and Benefits High Quality, Low Price Low Price vs. High Quality Magaansatiyan…Low calorie Taste vs. Calories most powerful and proven safe glutathione soap Powerful vs. Safe manekamalibago.blogspot.com
28. Top 10 Concepts Develop and Communicate Position Strategies Establish Category Membership Communicate Category Membership Choose POPs and PODs Create POPs and PODs Differentiation Strategies Product Life-Cycles 28 manekamalibago.blogspot.com
29. Brands can be differentiated thru… 29 Concept 5: Differentiation Strategies manekamalibago.blogspot.com
30. Companies can have better products/services 30 Example 5: Differentiation Strategies Sandugo Downy Passion Sunsilk manekamalibago.blogspot.com
31. 31 Companies can have better- trained employees… SGV employee Quality People, Quality in Everything we do SGV & Co. manekamalibago.blogspot.com
32. 32 Companies can effectively and efficiently design their distribution channels… Shakey’s Online Delivery metrodeal ensogo manekamalibago.blogspot.com
33. 33 Companies can craft powerful, compelling images… For the extreme adventures For music videos with lyrics Regency Hotel MYX Channel manekamalibago.blogspot.com
34. Top 10 Concepts Develop and Communicate Position Strategies Establish Category Membership Communicate Category Membership Choose POPs and PODs Create POPs and PODs Differentiation Strategies Product Life-Cycles 34 manekamalibago.blogspot.com
35. 35 Concept 7: Product Life-Cycles (PLC) Products has a life cycle divided into 4 stages… MATURITY DECLINE GROWTH 3rd 4th INTRODUCTION 2nd Mature plant Withered plant Growing plant 1st seedling manekamalibago.blogspot.com
36. 36 Example 7: Product Life-Cycles (PLC) Products has a life cycle divided into 4 stages… INTRODUCTION 3rd Generation Phone 1st E-conferencing seedling manekamalibago.blogspot.com
37. Products has a life cycle divided into 4 stages… 37 GROWTH Portable DVD Players 2nd (slowdown in growth) E-mails Growing plant manekamalibago.blogspot.com
38. Products has a life cycle divided into 4 stages… 38 MATURITY Personal Computers 3rd (slowdown in growth) Faxes Mature plant manekamalibago.blogspot.com
39. Products has a life cycle divided into 4 stages… 39 DECLINE Typewriter 4th (slowdown in growth) Handwritten letter Mature plant manekamalibago.blogspot.com
40. Top 10 Concepts Style Fashion and Fad Cycles Ways to Change the Course for a Brand Market Evolution 40 manekamalibago.blogspot.com
41. There are 3 special categories of PLC… 41 Concept 8: Style Fashion and Fad Cycles Currently Accepted Decline Very Fast Mode of Expression Style Cycle Fashion Cycle Fad Cycle manekamalibago.blogspot.com
42. 42 Example 8: Style Fashion and Fad Cycles There are 3 special categories of PLC… Milk teas and Frozen yogurt Dresses Lady Gaga manekamalibago.blogspot.com
43. Top 10 Concepts Style Fashion and Fad Cycles Ways to Change the Course for a Brand Market Evolution 43 manekamalibago.blogspot.com
44. 44 Concept 9: Ways to change the course of a brand There are ways to change the course for a brand… Market Modification market Product Modification products Marketing Program Modification marketing manekamalibago.blogspot.com
45. There are ways to change the course for a brand… 45 Market Modification Expand the no. of brand users Increase the usage rate among users manekamalibago.blogspot.com
46. There are ways to change the course for a brand… 46 Product Modification superior Quality Improvement Feature Improvement Relevant features Style Improvement Style manekamalibago.blogspot.com
47. There are ways to change the course for a brand… 47 Marketing Program Modification Prices Distribution discounts Advertising Sales Promotion Fast Delivery Personal Selling Services New packaging manekamalibago.blogspot.com
48. There are ways to change the course for a brand… 48 Example 9: Ways to change the course of a brand Marketing Program Modification Market Modification Zonrox Production Modification Cebu Pacific Metrodeal Downy Air Phil Tide manekamalibago.blogspot.com
49. Top 10 Concepts Style Fashion and Fad Cycles Ways to Change the Course for a Brand Market Evolution 49 manekamalibago.blogspot.com
51. Example 10: Market Evolution Like products, markets evolve through 4 stages… 51 NOW & Moving Forward Before Children playing in a backyard Tech savvy children 3d Television Floppy SSD Analog Phones manekamalibago.blogspot.com
52. Summary… 52 Positioning requires… determination of a frame of reference ideal points-of-parity and point-of-difference brand associations Key to competitive advantage = brand differentiation Product and market have life cycles. manekamalibago.blogspot.com
53. TOP 10 Learning Concepts Ch 10: Crafting The Brand Positioning Maneka B. Malibago September 2011 manekamalibago.blogspot.com
