MARKETING MANAGEMENT

Crafting the Brand

Positioning
Positioning

Act of designing the company’s

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

10-2
Defining Associations
Points-of-difference Points-of-parity (POPs)
(PODs)  Associations that are
 Attributes or benefits
not necessarily
consumers strongly
unique to the brand
associate with a brand,
positively evaluate, and
but may be shared
believe they could not with other brands
find to the same extent
with a competitive brand

10-3
Points of Parity
 Category Points of Parity
 Competitive Points of Parity

10-4
Conveying Category
Membership
 Announcing category benefits
 Comparing to exemplars
 Relying on the product descriptor

10-5
Consumer Desirability Criteria for
PODs
 Relevance
 Distinctiveness
 Believability

10-6
Deliverability Criteria for PODs
 Feasibility
 Communicability
 Sustainability

10-7
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

10-8
Addressing Negatively Correlated
PODs and POPs
 Present separately
 Leverage equity of another entity
 Redefine the relationship

10-9
Differentiation Strategies
 Product
 Personnel
 Channel
 Image

10-10
Product Differentiation
 Product form  Style
 Features  Design
 Performance  Ordering ease
 Conformance  Delivery
 Durability
 Installation
 Customer training
 Reliability
 Customer consulting
 Reparability
 Maintenance

10-11
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

10-12
Product Life Cycle
 Introduction
 Growth
 Maturity
 Decline

10-13
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.

10-14
Three Common Alternate
patterns
 Growth-Slump-Maturity Pattern
 Kitchen Appliances
 The Cycle-Recycle Pattern
 New medicines
 Scalloped Pattern
 Mobile Phones

10-15
Style, Fashion, Fad Life Cycles

10-16
Marketing Program Modifications

 Prices
 Distribution
 Advertising
 Sales promotion
 Services

10-17
Market Evolution Stages
 Emergence
 Growth
 Maturity
 Decline

10-18
Emerging Markets
 Latent
 Single-niche
 Multiple-niche
 Mass-market

10-19