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Crafting the Brand Positioning11Marketing ManagementA South Asian Perspective, 13th ed
Chapter QuestionsHow 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?
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 PropositionsScorpio, Mahindra and MahindraA vehicle that provides the luxury and comfort of a car, and the adventure and thrills of an SUV DominosA good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
Defining AssociationsPoints-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 brandPoints-of-parity(POPs)Associations that are not necessarily unique to the brand but may be shared with other brands
PODs and POPs
Establishing Category MembershipThis four-in-one entertainment solution from Konica failed to establish category membership
Conveying Category MembershipAnnouncing category benefitsComparing to exemplarsRelying on the product descriptor
Consumer Desirability Criteria for PODsRelevanceDistinctivenessBelievability
Deliverability Criteria for PODsFeasibilityCommunicabilitySustainability
Examples of Negatively Correlated Attributes and BenefitsLow-price vs. High qualityTaste vs. Low caloriesNutritious vs. Good tastingEfficacious vs. MildPowerful vs. SafeStrong vs. RefinedUbiquitous vs. ExclusiveVaried vs. Simple
Addressing negatively correlated PODs and POPsPresent separatelyLeverage equity of another entityRedefine the relationship
Differentiation StrategiesProductChannelImagePersonnel
Product DifferentiationProduct formFeaturesPerformanceConformanceDurabilityReliabilityReparabilityStyleDesignOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance
Personnel Differentiation: Singapore Airlines
Natures Basket
Image Differentiation
Claims of Product Life CyclesProducts have a limited lifeProduct sales pass through distinct stages each with different challenges and opportunitiesProfits rise and fall at different stages Products require different strategies in each life cycle stage
Figure 11.1 Sales and Product Life Cycle
Figure 11.2 Common Product Life-Cycle Patterns
Figure 11.3 Style, Fashion, and Fad Life Cycles
The Pioneer Advantage
Figure 11.4 Long-Range Product Market Expansion Strategy
Strategies for Sustaining Rapid Market GrowthImprove product quality, add new features, and improve stylingAdd new models and flanker productsEnter new market segmentsIncrease distribution coverageShift from product-awareness advertising to product-preference advertisingLower prices to attract the next layer of price-sensitive buyers
Stages in the Maturity StageGrowthStableDecayingmaturity
Marketing Product ModificationsQuality improvementsFeature improvementsStyle improvements
Marketing Program ModificationsPricesDistributionAdvertisingSales promotionServices
Ways to Increase Sales VolumeConvert nonusersEnter new market segmentsAttract competitors customersHave consumers use the product on more occasionsHave consumers use more of the product on each occasionHave consumers use the product in new ways
A Product in Decline
Market Evolution StagesEmergenceGrowthMaturityDecline
Emerging MarketsLatentSingle-nicheMultiple-nicheMass-market
Figure 11.5 Maturity Strategies
Marketing DebateDo brands have finite lives?
Take a position:Brands cannot be expected to last forever.
or
2. There is no reason for a brand to ever become obsolete.
Marketing DiscussionWhat strategies do firms use totry to position themselves on thebasis of pairs of attributes andbenefits?