Successive Sets Involved in Customer Decision Making
FISHBEIN MULTI-ATTRIBUTE MODEL FOR BUYING
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TotalSet
AwarenessSet
ConsiderationSet
ChoiceSet
Decision
Differentiation Strategies
• Product
• Service
• Personnel
• Channel
• Image
Product Differentiation
• Product form• Features• Performance• Conformance• Durability• Reliability• Reparability
• Style• Design• Ordering ease• Delivery• Installation• Customer training• Customer consulting• Maintenance
Positioning
Act of designing the company’soffering and image to occupy
a distinctive place in the mind ofthe target market.
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
Points-of-Parity
Points-of-parity (POPs) are associations that are not necessarily unique to the brand but may in fact be shared with other brands.
These 2 types of associations
1) Category points-of-parity • Consumers view as essential to be a legitimate and credible offering within a
certain product or service category. • They represent necessary conditions but not necessarily sufficient for brand
choice.
2) Competitive points-of-parity Designed to negate competitors’ points-of-difference.
Points-of-Parity Versus Points-of-Difference
• To achieve a point-of-parity on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is “good enough” on that dimension
• There is a “zone” or “range of tolerance or acceptance” with points-of-parity
• The brand does not literally have to be seen as equal to competitors, but consumers must feel that the brand does well enough on that particular attribute or benefit
• With points-of-differences, the brand must demonstrate clear superiority
• Often the key to positioning is not so much as achieving a point-of-difference as in achieving points-of-parity
Consumer Desirability Criteria for PODs
• Relevance
• Distinctiveness
• Believability
Establishing Category Membership• Often marketers must inform consumers of a brand’s category membership.
• With the introduction of new products, especially when the category membership is not apparent.
• Brands are sometimes affiliated with categories in which they do not hold membership.
• The preferred approach to positioning is to inform consumers of a brand’s membership before stating its point-of-difference.
• There are three ways to convey a brand’s category membership:– Announcing category benefits.– Comparing to exemplars– Relying on the product descriptor .
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
Criterias for POD
– Decide at which level (s) to anchor the brand’s points-of-differences
– At the lowest level are the brand attributes.
– At the next level are the brand’s benefits.
– At the top level are the brand’s values.
– Research has shown that brands can sometimes be successfully differentiated on seemingly irrelevant attributes if consumers infer the proper benefit.
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
Positioning diamond
Why me?
What Am I? For Whom?
Against whom?
• Establish category to associate and compare with
• Identify the essential difference
•OATS
•B.FAST CEREALS
POSITIONING
LOW PRICE
HIGH PRICE
LOW NUTRITION
HIGHNUTRITION
•IDLI•VEG SANDWICH
•SAMOSA
POSITIONING
SOFT ON HANDS
ROUGH ON HANDS
POORCLEANSER
SUPERIORCLEANSER
• ARIEL• SURF• HENKO
• WHEEL
• NIRMA
• RIN
Writing a Positioning Statement
Mountain Dew: To young, active
soft-drink consumers who havelittle time for sleep, Mountain Dew
is the soft drink that gives youmore energy than any other brand
because it has the highest level of caffeine.