Professional Documents
Culture Documents
Portfolio Planning
Sales Objective
Brand Beneficiaries
Niche products
Brand Consolidators
Med-volume products
Brand Builders
Hi-volume products
Brand Contribution
SPINZ: PDM
Sales Objective
Brand Beneficiaries
Niche products
Brand Consolidators
Med-volume products
Brand Builders
Hi-volume products
Brand Contribution
Hi-volume: Talc
Med-volume: Deo, Body Wash
Niche: Hair Color
Optimum Position
Brand Opportunity
Deos
Body Wash
Hair Color
Talc
Sales Opportunity
Weak Position
Brand Opportunity
Deos
Body Wash
Hair Color
Talc
SupportDrive price-value
Sales
Opportunity
Divest
Weak Position
Brand Opportunity
Deos
Body Wash
Hair Color
Hair Color
Talc
Talc
SupportDrive price-value
Sales
Opportunity
Divest
Weak Position
10
11
Brand Growth
Maintain existing
users
Tap/develop
new segments
Stimulate brand
switch
from competitors
Develop / maintain
brand loyalty
Increase
frequency
of usage
Change
unit of sale
Create new
ways of
using the brand
Reducing
Price
Extend usage
occasions
Change mode of
Purchase
(impulse to regular)
13
14
15
Product Value
Service Value
Personnel Value
Monetary Cost
Time Cost
Energy Cost
Image Value
Customer
Delivered
Value
Psychic Cost
16
Value Proposition
The full mix of a brands benefits at a price, that delivers customer value
5 Winning Value Propositions for a brand
Price
More
Benefits
More
Same
Less
More for
More
Same
Less
More for
Same
More for
Less
Same for
Less
Less for
Much less
17
Value Propositions
18
19
to EVP
20
Brand
Name
Core
Benefit
Quality
Warranty
After
FeaturesSales
Service
Design
EVP
Augmented
Product
Actual
Product
Core Product
21
22
Competitive Advantage
& Strategies
23
24
Strategic Target
Broad
Strategic Advantage
Low Cost
Focus
Competitive
Advantage
Narrow
Differentiation
25
Strategic Advantage
Broad
Narrow
Strategic Target
Low Cost
Broad Cost
Differentiation
Broad
Differentiation
IVORY SOAP
AMERICAN AIRLINES
Focus Cost
Focus
Differentiation
LA QUINTA
CRAY RESEARCH
Points of
Differentiation
Product Differentiation: based on physical product attributes like design, quality, features, performance,
durability.
Bose. Purdue Chickens.
Service Differentiation: based on augmented product services like delivery, installation, warranty, customer care / guidance, after sales service.
Caterpillar. Nordstrom.
Channel Differentiation: based on distribution channels like coverage, expertise, efficiency, experience/ambience.
Dell. Tupperware.
People Differentiation: based on the quality & expertise of people servicing the customers.
Singapore Airlines. McKinsey
Competitive Strategies
Type of
Company
Market Leader
Market
Challenger
Definition
Strategies
Runner-up, aggressively
challenges the leader
28
Competitive Strategies
Type of
Company
Definition
Strategies
Market
Follower
Runner-up. Content on
holding-on to its
position
Follow closely:
Just behind the leader, almost
copying his strategies.
Follow at a distance:
Fairly behind the leader, developing
its own strategies.
Market Nicher
29
Rule Makers
Incumbents who built the
industry
Rule Takers
Pay homage to the
leaders
Rule Breakers
Overturn the order
30
Perceptual/Positioning Map
31
32
33
34
35
36
37