Kotler10_media.ppt 3624KB Aug 31 2008 09:57:14 PM
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
How can PBS position itself?
10-3
Marketing Strategy
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
10-4
Positioning
Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
10-5
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
10-6
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.
10-8
Defining Associations
Points-of-parity
Points-of-difference
(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
10-9
PODs and POPs
10-10
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
10-11
Consumer Desirability Criteria for
PODs
Relevance
Relevance
Distinctiveness
Distinctiveness
Believability
Believability
10-12
Deliverability Criteria for PODs
Feasibility
Feasibility
Communicability
Communicability
Sustainability
Sustainability
10-13
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
10-14
Addressing negatively correlated
PODs and POPs
• Present separately
• Leverage equity of another entity
• Redefine the relationship
10-15
Differentiation Strategies
Product
Personnel
Channel
Image
10-16
Product Differentiation
•
•
•
•
•
•
•
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
•
•
•
•
•
•
•
•
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
10-17
Personnel Differentiation:
Singapore Airlines
10-18
Channel Differentiation
10-19
Image Differentiation
10-20
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
10-21
Figure 10.1 Product Life Cycle
10-22
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.
10-23
Figure 10.2 Common PLC Patterns
10-24
Figure 10.3 Style, Fashion, and Fad
Life Cycles
10-25
Figure 10.4 Long-Range Product
Market Expansion Strategy
10-26
Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services
10-27
Product in Decline
10-28
Market Evolution Stages
Emergence
Growth
Maturity
Decline
10-29
Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-market
10-30
Figure 10.5 Maturity Strategies
10-31
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.
10-32
Marketing Discussion
What strategies do firms use to
try to position themselves on the
basis of pairs of attributes and
benefits?
10-33
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
How can PBS position itself?
10-3
Marketing Strategy
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
10-4
Positioning
Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
10-5
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
10-6
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.
10-8
Defining Associations
Points-of-parity
Points-of-difference
(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
10-9
PODs and POPs
10-10
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
10-11
Consumer Desirability Criteria for
PODs
Relevance
Relevance
Distinctiveness
Distinctiveness
Believability
Believability
10-12
Deliverability Criteria for PODs
Feasibility
Feasibility
Communicability
Communicability
Sustainability
Sustainability
10-13
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
10-14
Addressing negatively correlated
PODs and POPs
• Present separately
• Leverage equity of another entity
• Redefine the relationship
10-15
Differentiation Strategies
Product
Personnel
Channel
Image
10-16
Product Differentiation
•
•
•
•
•
•
•
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
•
•
•
•
•
•
•
•
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
10-17
Personnel Differentiation:
Singapore Airlines
10-18
Channel Differentiation
10-19
Image Differentiation
10-20
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
10-21
Figure 10.1 Product Life Cycle
10-22
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.
10-23
Figure 10.2 Common PLC Patterns
10-24
Figure 10.3 Style, Fashion, and Fad
Life Cycles
10-25
Figure 10.4 Long-Range Product
Market Expansion Strategy
10-26
Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services
10-27
Product in Decline
10-28
Market Evolution Stages
Emergence
Growth
Maturity
Decline
10-29
Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-market
10-30
Figure 10.5 Maturity Strategies
10-31
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.
10-32
Marketing Discussion
What strategies do firms use to
try to position themselves on the
basis of pairs of attributes and
benefits?
10-33