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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 10 Crafting the Brand Positioning. Kotler Keller. Chapter Questions. How can a firm choose and communicate an effective positioning in the market? How are brands differentiated?

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 10 Crafting the Brand Positioning Kotler Keller

  2. Chapter Questions • How can a firm choose and communicate an effective positioning in the market? • How are brands differentiated? • What marketing strategies are appropriate at each stage of the product life cycle? • What are the implications of market evolution for marketing strategies?

  3. Marketing Strategy • Segmentation • Targeting • Positioning

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

  5. Value Propositions • Perdue Chicken • More tender golden chicken at a moderate premium price • Domino’s • A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

  6. 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.

  7. Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands Defining Associations

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

  9. Consumer Desirability Criteria for PODs • Relevance • Distinctiveness • Believability

  10. Deliverability Criteria for PODs • Feasibility • Communicability • Sustainability

  11. Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple Examples of Negatively Correlated Attributes and Benefits

  12. Addressing Negatively Correlated PODs and POPs • Present separately • Leverage equity of another entity • Redefine the relationship

  13. Differentiation Strategies • Product • Personnel • Channel • Image

  14. Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance Product Differentiation

  15. 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

  16. Product Life Cycle • Introduction • Growth • Maturity • Decline

  17. Facts about Life Cycles • Products have a limited life. • Product sales pass through distinct stages. • Profits rise and fall at different stages. • Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.

  18. Marketing Program Modifications • Prices • Distribution • Advertising • Sales promotion • Services

  19. Market Evolution Stages • Emergence • Growth • Maturity • Decline

  20. Emerging Markets • Latent • Single-niche • Multiple-niche • Mass-market

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