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8/8/2019 Kotler10 Media

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MARKETING MANAGEMENT12 th edition

10Crafting the Brand

Positioning

Kotler


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Chapter Qu estions

How can a f irm choose and comm unicate an e ff e ctive positioning in the market?

How are brands diff erentiated? What marketing strategies are appropriate at ea ch stage of the prod uc t lif e cycl e?

What are the imp lications of market evo lution f or marketing strategies?


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How can PBS position itse lf ?


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Marketing S trateg y

S egmentation

Targeting

P ositioning


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P ositioning

Ac t of designing the compan ysoff ering and image to occu py

a distin ctive pla ce in the mind of

the target market.


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Va lue P ropositions

P erd ue Chi cken More tender go lden chicken at a

moderate premi um price Dominos A good hot pizza, de livered to your door

within 30 min utes of ordering, at a moderate price


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P ositioning


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Writing a P ositioning S tatement

Mountain Dew: To young, a ctiveso f t-drink cons umers who have

little time f or s leep, Mountain Dewis the so f t drink that gives you

more energ y than an y other brand

be ca use it has the highest leve l of ca ff eine.


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De f ining Asso ciations

P oints-o f -diff eren ce (PO Ds)

Attribu tes or bene f its

cons umers strong lyasso ciate with a brand, positive ly eva luate, and be lieve the y c ould not

f ind to the same extent with a competitive brand

P oints-o f -parit y(POP s)

Asso ciations that are

not ne cessari ly uniq ue to the brand bu t ma ybe shared with other brands


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PO Ds and POP s


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Conve ying Categor y Mem bership

Anno uncing categor y b ene f its

Comparing to exemp lars

Re lying on the prod uc t des criptor


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Cons umer Desira bility Criteria f or PO Ds

Re levan ce

Distin ctiveness

Be lieva bility


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De livera bility Criteria f or PO Ds

Feasi bility

Comm unica bility

Su staina bility


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Examp les of Negative ly Corre lated Attribu tes and Bene f its

Low-price vs. High qua lity

Taste vs. Low ca loriesNu tritious vs. Good tastingEff ica cious vs. Mild

P ower ful vs. S a f eS trong vs. Re f ined

Ubiquitous vs. Exclu sive

Varied vs. S imp le


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Addressing negative ly c orre lated PO Ds and POP s

P resent separate ly Leverage eq uity of another entit yRede f ine the re lationship


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Diff erentiation S trategies

P rod uc t

Channe l Image

P ersonne l


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P rod uc t Diff erentiation

P rod uc t f orm Feat uresP er f orman ce

Conf orman ce Dura bilityRe liability

Repara bility

S tyle DesignOrdering ease

Deliver yInsta llation

Customer training

Customer cons ultingMaintenan ce


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P ersonne l Diff erentiation: S ingapore Air lines


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Channe l Diff erentiation


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Image Diff erentiation


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Identit y and Image

Identity:The wa y a

compan y aims to

identi fy or position itse lf

Image:The wa y the

publ ic per ceives

the compan y or itsprod uc ts


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Fig ure 10.1 P rod uc t Lif e Cycle


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Fa cts a bout Lif e Cycles

P rod uc ts have a limited lif e.P rod uc t sa les pass thro ugh distin ct stages.P ro f its rise and f a ll at diff erent stages.P rod uc ts req uire diff erent marketing, f inan cia l, man uf a cturing, pur chasing, and human reso ur ce strategies in ea ch stage.


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Fig ure 10.2 Common P LC P atterns


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Fig ure 10.3 S tyle, Fashion, and Fad Lif e Cycles


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Fig ure 10.4 Long- Range P rod uc t Market Expansion S trateg y


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Marketing P rogram Modi f ications

P rices

Distri bu tion

Advertising

S a les promotion

S ervi ces


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P rod uc t in De cline


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Market Evolution S tages

Emergen ce Growth

Mat urity De cline


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Emerging Markets

Latent

S ing le-ni che

Multiple-ni che

Mass-market


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Fig ure 10.5 Mat urity S trategies


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Marketing De bate

Do brands have f inite lives?

Take a position:1. Brands cannot be expe cted to last f orever.2. There is no reason f or a brand to ever be come obso lete.


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Marketing Dis cu ssion

What strategies do f irms use totr y to position themse lves on the

basis of pairs of attri bu tes and

bene f its?

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