MARKETING MANAGEMENT 12th edition

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MARKETING MANAGEMENT12th edition

• 10
• Crafting the Brand
• Positioning

Kotler Keller
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Marketing Strategy
Segmentation
Targeting
Positioning
3
Positioning
Act of designing the companys offering and image
to occupy a distinctive place in the mind of the
target market.
4
Choosing a Positioning Strategy
Step 1. Identifying Possible Competitive
Advantages
Step 2. Selecting the Right Competitive Advantage
Step 3. Communicating and Delivering the Chosen
Position
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Defining Associations

• Points-of-parity
• (POPs)
• Associations that are not necessarily unique to
  the brand but may be shared with other brands

• 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

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Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability
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Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
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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

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Developing and Communicating a Positioning
Strategy

• Positioning How many ideas to promote?
• Unique selling proposition
• Four major positioning errors
• Underpositioning
• Overpositioning
• Confused positioning
• Doubtful positioning

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Differentiation Strategies
Product
Personnel
Channel
Image
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Product Differentiation

• Product form
• Features
• Performance
• Conformance
• Durability
• Reliability
• Reparability

• Style
• Design
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance

12
Identity and Image
Identity The way a company aims to identify or
position itself
Image The way the public perceives the company
or its products