Brand Positioning
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MARKETING MANAGEMENT 12th 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? What marketing strategies are appropriate at each stage of the product life cycle? What are the implications of market evolution for marketing strategies?
10-2
Marketing Strategy Segmentation Targeting Positioning
10-3
Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
10-4
Value Propositions
Domino’s A
good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
10-5
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. 10-6
Positioning possibilities Attribute Benefit Use or application User Competitor Product category ( leader) Quality or price
10-7
Communicating positioning Important Distinctive Superior Pre emptive Affordable profitable
10-8
Differentiation
Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors offerings.
10-9
Differentiation Strategies Product Personnel Channel Image
10-10
Product Differentiation
Form: size shape, physical structure Features :That supplement basic functions Performance quality : Level at which product’s primary characteristics operate Conformance : Degree to which all the produced units are identical and meet promised specifications Durability : Measure of the product’s expected operating life under natural conditions Reliability : Measure of the probability that a product will not malfunction with in a specified time period Reparability : Ease of fixing a product when it malfunctions Style : How a product looks and feels Design is the totality of features
10-11
Product Differentiation
Product form ( Doy) Features (Golden Eye) Performance ( Verna,BMW) Conformance (McDonald) Durability (vehicles) Reliability (V-guard) Reparability (Maruti)
Style ( Hidesign) Design ( Apple)
10-12
Service differentiation Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair
10-13
Service Differentiation Ordering ease (pizza,) Delivery (Fedex) Installation ( Customer training (GE,Maruti driving school) Customer consulting ( Accenture, IBM) Maintenance ( HP)
10-14
Personnel differentiation
Competence Courtesy Credibility Reliability Responsiveness Communication
HDFC Bank, Bajaj Allianz Super Agent, Eureka Forbes ( Eurochamp),Taj Hotels
10-15
Channel differentiation Coverage Expertise Performance
Eureka
Forbes, Amway,Avon, HUL, ICICI Bank, Maruti service,
10-16
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 10-17
Image Differentiation Symbols Media Atmosphere Events
10-18
Image
Marlboro Mercedes Rolls Royce Nike swoosh Filmfare awards Sahara ( ambience ) , Hyatt Regency for atriums Amul through media ( Topicals)
10-19
Positioning errors Under positioning : vague idea Over positioning : narrow Confused positioning : too many Doubtful positioning : consumer doesn’t believe
10-20
Advanced positioning concepts
10-21
Defining Associations 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
10-22
Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor
10-23
Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability
10-24
Deliverability Criteria for PODs Feasibility Communicability Sustainability
10-25
Examples of Negatively Correlated Attributes and Benefits
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
10-26
Addressing Negatively Correlated PODs and POPs
Present separately Leverage equity of another entity Redefine the relationship
10-27
Kotler
Keller
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?
10-2
Marketing Strategy Segmentation Targeting Positioning
10-3
Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
10-4
Value Propositions
Domino’s A
good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
10-5
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. 10-6
Positioning possibilities Attribute Benefit Use or application User Competitor Product category ( leader) Quality or price
10-7
Communicating positioning Important Distinctive Superior Pre emptive Affordable profitable
10-8
Differentiation
Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors offerings.
10-9
Differentiation Strategies Product Personnel Channel Image
10-10
Product Differentiation
Form: size shape, physical structure Features :That supplement basic functions Performance quality : Level at which product’s primary characteristics operate Conformance : Degree to which all the produced units are identical and meet promised specifications Durability : Measure of the product’s expected operating life under natural conditions Reliability : Measure of the probability that a product will not malfunction with in a specified time period Reparability : Ease of fixing a product when it malfunctions Style : How a product looks and feels Design is the totality of features
10-11
Product Differentiation
Product form ( Doy) Features (Golden Eye) Performance ( Verna,BMW) Conformance (McDonald) Durability (vehicles) Reliability (V-guard) Reparability (Maruti)
Style ( Hidesign) Design ( Apple)
10-12
Service differentiation Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair
10-13
Service Differentiation Ordering ease (pizza,) Delivery (Fedex) Installation ( Customer training (GE,Maruti driving school) Customer consulting ( Accenture, IBM) Maintenance ( HP)
10-14
Personnel differentiation
Competence Courtesy Credibility Reliability Responsiveness Communication
HDFC Bank, Bajaj Allianz Super Agent, Eureka Forbes ( Eurochamp),Taj Hotels
10-15
Channel differentiation Coverage Expertise Performance
Eureka
Forbes, Amway,Avon, HUL, ICICI Bank, Maruti service,
10-16
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 10-17
Image Differentiation Symbols Media Atmosphere Events
10-18
Image
Marlboro Mercedes Rolls Royce Nike swoosh Filmfare awards Sahara ( ambience ) , Hyatt Regency for atriums Amul through media ( Topicals)
10-19
Positioning errors Under positioning : vague idea Over positioning : narrow Confused positioning : too many Doubtful positioning : consumer doesn’t believe
10-20
Advanced positioning concepts
10-21
Defining Associations 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
10-22
Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor
10-23
Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability
10-24
Deliverability Criteria for PODs Feasibility Communicability Sustainability
10-25
Examples of Negatively Correlated Attributes and Benefits
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
10-26
Addressing Negatively Correlated PODs and POPs
Present separately Leverage equity of another entity Redefine the relationship
10-27
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