Crafting the Brand Positioning参考.ppt

MARKETING MANAGEMENT12th edition 10 Crafting the Brand Positioning 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? Marketing Strategy Segmentation Targeting Positioning Positioning 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 Writing a Positioning Statement 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 Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability Deliverability Criteria for PODs Feasibility Communicability Sustainability 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 Addressing Negatively Correlated PODs and POPs Present separately Leverage equity of another entity Redefine the relationship Differentiation Strategies Product Personnel Channel Image Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance Identity and Image Product Life Cycle Introduction Growth Maturity Decline Facts about Life Cycles Products have a limited life.