Professional Documents
Culture Documents
Crafting
the Brand Positioning
Marketing Management
A South Asian Perspective, 13th ed
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?
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Positioning
of Caf
Coffee Day
What is Positioning?
Positioning is the act of designing the
companys offering and image to
occupy a distinctive place in the mind
of the target market.
Value Propositions
Scorpio, Mahindra and Mahindra
A vehicle that provides the luxury and
comfort of a car, and the adventure and
thrills of an SUV
Dominos
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price
Defining Associations
Points-of-difference
Points-of-parity
(PODs)
(POPs)
Attributes or benefits
Associations that
consumers strongly
are not
associate with a brand,
necessarily
positively evaluate, and
unique to the
believe they could not
brand but may be
find to the same extent
shared with other
with a competitive brand
brands
Comparing
Comparing to
to exemplars
exemplars
Relying
Relying on
on the
the product
product
descriptor
descriptor
Relevance
Relevance
Distinctiveness
Distinctiveness
Believability
Believability
Feasibility
Feasibility
Communicability
Communicability
Sustainability
Sustainability
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
Personnel Differentiation:
Singapore Airlines
Natures
Basket
Image Differentiation
Stable
Decaying
maturity
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
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
A Product in Decline
Emergence
Growth
Maturity
Decline
Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-market
Marketing Debate
Do brands have finite lives?
Take a position:
1. Brands cannot be expected to last
forever.
or
2. There is no reason for a brand to
ever become obsolete.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Marketing Discussion