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Craftingthe Brand Positioning
Marketing Management, 13th ed
10
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2
Chapter Questions
• How can a firm choose andcommunicate an effective positioning inthe market?
• How are brands differentiated?• What marketing strategies are
appropriate at each stage of theproduct life cycle?
• What are the implications of marketevolution for marketing strategies?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-3
Positioning Victoria’s Secret
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What is Positioning?
Positioning is the act of designing thecompany’s offering and image to
occupy a distinctive place in the mind ofthe 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 doorwithin 30 minutes of ordering, at amoderate price
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Competitive Frame of Reference
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Defining Associations
Points-of-difference(PODs)
• Attributes or benefitsconsumers stronglyassociate with abrand, positivelyevaluate, and believethey could not find tothe same extent witha competitive brand
Points-of-parity(POPs)• Associations that
are not necessarilyunique to the brandbut may be sharedwith other brands
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PODs and POPs
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Establishing Category Membership
• This “four-in-oneentertainmentsolution” fromKonica failed toestablish categorymembership
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Conveying Category Membership
Announcing category benefitsAnnouncing category benefits
Comparing to exemplarsComparing to exemplars
Relying on the productdescriptor
Relying on the productdescriptor
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Consumer Desirability Criteria for PODs
RelevanceRelevance
DistinctivenessDistinctiveness
BelievabilityBelievability
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Deliverability Criteria for PODs
FeasibilityFeasibility
CommunicabilityCommunicability
SustainabilitySustainability
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Examples of Negatively CorrelatedAttributes and Benefits
• Low-price vs.High quality
• Taste vs. Lowcalories
• Nutritious vs.Good tasting
• Efficacious vs.Mild
• Powerful vs. Safe• Strong vs.
Refined• Ubiquitous vs.
Exclusive• Varied vs. Simple
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Addressing negatively correlatedPODs and POPs
• Present separately• Leverage equity of another entity• Redefine the relationship
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Differentiation Strategies
Product
Channel Image
Personnel
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Product Differentiation
• Product form• Features• Performance• Conformance• Durability• Reliability• Reparability
• Style• Design• Ordering ease• Delivery• Installation• Customer training• 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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Claims of Product Life Cycles
• Products have a limited life• Product sales pass through distinct
stages each with different challengesand opportunities
• Profits rise and fall at different stages• Products require different strategies in
each life cycle stage
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Figure 10.1 Sales andProduct Life Cycle
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Figure 10.2 CommonProduct Life-Cycle Patterns
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Figure 10.3 Style, Fashion, andFad Life Cycles
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The Pioneer Advantage
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Figure 10.4 Long-Range ProductMarket Expansion Strategy
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Strategies for SustainingRapid Market Growth
• Improve product quality, add new features,and improve styling
• Add new models and flanker products• Enter new market segments• Increase distribution coverage• Shift from product-awareness advertising to
product-preference advertising• Lower prices to attract the next layer of price-
sensitive buyers
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Stages in the Maturity Stage
Growth Stable Decayingmaturity
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Marketing Product Modifications
• Qualityimprovements
• Featureimprovements
• Style improvements
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Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services
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Ways to Increase Sales Volume
• Convert nonusers• Enter new market segments• Attract competitors’ customers• Have consumers use the product on
more occasions• Have consumers use more of the
product on each occasion• Have consumers use the product in
new ways
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A Product in Decline
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Market Evolution Stages
Emergence Growth
Maturity Decline
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Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-marketZibbie Zone is one of several
virtual worlds tied to toys.
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Figure 10.5 Maturity Strategies
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Marketing Debate
Do brands have finite lives?Take a position:1. Brands cannot be expected to lastforever.or2. There is no reason for a brand toever become obsolete.
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Marketing Discussion
What strategies do firms use totry to position themselves on thebasis of pairs of attributes andbenefits?