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?

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How can PBS position itself?

10-3
Marketing Strategy

Segmentation
Segmentation

Targeting
Targeting

Positioning
Positioning

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Positioning

Act of designing the company’s

offering and image to occupy
a distinctive place in the mind of
the target market.

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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

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Positioning

10-7
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.

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

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PODs and POPs

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Conveying Category Membership

Announcing
Announcing category
category benefits
benefits

Comparing
Comparing to
to exemplars
exemplars

Relying
Relying on
on the
the product
product
descriptor
descriptor

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Consumer Desirability Criteria for
PODs

Relevance
Relevance

Distinctiveness
Distinctiveness

Believability
Believability

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Deliverability Criteria for PODs

Feasibility
Feasibility

Communicability
Communicability

Sustainability
Sustainability

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

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Addressing negatively correlated
PODs and POPs
• Present separately
• Leverage equity of another entity
• Redefine the relationship

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Differentiation Strategies

Product Personnel

Channel Image

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

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Personnel Differentiation:
Singapore Airlines

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Channel Differentiation

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Image Differentiation

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Identity and Image

Identity: Image:
The way a The way the
company aims to public perceives
identify or the company or its
position itself products

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Figure 10.1 Product Life Cycle

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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.

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Figure 10.4 Long-Range Product
Market Expansion Strategy

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Marketing Program Modifications

Prices

Distribution

Advertising

Sales promotion

Services
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Marketing Debate

 Do brands have finite lives?

Take a position:
1. Brands cannot be expected to last
forever.
2. There is no reason for a brand to
ever become obsolete.

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Marketing Discussion

 What strategies do firms use to

try to position themselves on the
basis of pairs of attributes and
benefits?

10-27