Documentos de Académico
Documentos de Profesional
Documentos de Cultura
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
Marketing Strategy
Segmentation
Targeting
Positioning
10-3
Positioning
10-4
Value Propositions
Domino’s
A good hot pizza, delivered to your door within
30 minutes of ordering, at a moderate price
10-5
Writing a Positioning Statement
10-6
Positioning possibilities
Attribute
Benefit
Use or application
User
Competitor
Product category ( leader)
Quality or price
10-7
Communicating positioning
Important
Distinctive
Superior
Pre emptive
Affordable
profitable
10-8
Differentiation
Differentiation is the act of designing a set
of meaningful differences to distinguish the
company’s offering from competitors
offerings.
10-9
Differentiation Strategies
Product
Personnel
Channel
Image
10-10
Product Differentiation
Form: size shape, physical structure
Features :That supplement basic functions
Performance quality : Level at which product’s primary
characteristics operate
Conformance : Degree to which all the produced units are identical
and meet promised specifications
Durability : Measure of the product’s expected operating life under
natural conditions
Reliability : Measure of the probability that a product will not
malfunction with in a specified time period
Reparability : Ease of fixing a product when it malfunctions
Style : How a product looks and feels
Design is the totality of features
10-11
Product Differentiation
Product form ( Doy) Style ( Hidesign)
Features (Golden Eye) Design ( Apple)
Performance
( Verna,BMW)
Conformance (McDonald)
Durability (vehicles)
Reliability (V-guard)
Reparability (Maruti)
10-12
Service differentiation
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance and repair
10-13
Service Differentiation
Ordering ease (pizza,)
Delivery (Fedex)
Installation (
Customer training (GE,Maruti driving
school)
Customer consulting ( Accenture, IBM)
Maintenance ( HP)
10-14
Personnel differentiation
Competence
Courtesy
Credibility
Reliability
Responsiveness
Communication
HDFC Bank, Bajaj Allianz Super Agent, Eureka Forbes
( Eurochamp),Taj Hotels
10-15
Channel differentiation
Coverage
Expertise
Performance
10-16
Identity and Image
Identity: Image:
The way a The way the
company aims to public perceives
identify or the company or its
position itself products
10-17
Image Differentiation
Symbols
Media
Atmosphere
Events
10-18
Image
Marlboro
Mercedes
Rolls Royce
Nike swoosh
Filmfare awards
Sahara ( ambience ) , Hyatt Regency for atriums
Amul through media ( Topicals)
10-19
Positioning errors
Under positioning : vague idea
Over positioning : narrow
Confused positioning : too many
Doubtful positioning : consumer doesn’t
believe
10-20
Advanced positioning concepts
10-21
Defining Associations
Points-of-difference Points-of-parity (POPs)
(PODs) Associations that are
Attributes or benefits not necessarily
consumers strongly unique to the brand
associate with a but may be shared
brand, positively with other brands
evaluate, and believe
they could not find to
the same extent with
a competitive brand
10-22
Conveying Category
Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
10-23
Consumer Desirability Criteria for
PODs
Relevance
Distinctiveness
Believability
10-24
Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
10-25
Examples of Negatively Correlated
Attributes and Benefits
Low-price vs. High Powerful vs. Safe
quality Strong vs. Refined
Taste vs. Low calories Ubiquitous vs.
Nutritious vs. Good Exclusive
tasting Varied vs. Simple
Efficacious vs. Mild
10-26
Addressing Negatively Correlated
PODs and POPs
Present separately
Leverage equity of another entity
Redefine the relationship
10-27