MARKETING MANAGEMENT

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MARKETING MANAGEMENT

• 10
• Crafting the Brand
• Positioning

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Chapter Questions

• How are brands differentiated?
• How can a firm choose and communicate an
  effective positioning in the market?
• What are the implications of market evolution for
  marketing strategies?

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Marketing Strategy
Segmentation
Targeting
Positioning
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Positioning
Designing the companys offering and image for a
distinctive place in the mind of the target
market.
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Cigarettes
Cigarettes
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Positions?

• Pizza places?
• Bars?
• Grocery stores?

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Positioning
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A Positioning Statement
To young, active soft-drink consumers with
little time for sleep, Mountain Dew is the soft
drink that gives you energy because it has the
most caffeine.
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Defining Associations

• Points-of-parity (POPs)
• Points-of-difference (PODs)

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Consumer Desirability Criteria
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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Addressing negatively correlated PODs and POPs

• Present separately
• Leverage equity of another entity
• Redefine the relationship

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Image Differentiation
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Product Life Cycle
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Theories about Life Cycles

• Products have a limited life.
• Product sales pass through distinct stages.
• Profits rise and fall at different stages.
• Products require different marketing, financial,
  manufacturing, purchasing, and human resource
  strategies in each stage.

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Product in Decline
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Market Evolution Stages
Emergence
Growth
Maturity
Decline
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Maturity Strategies
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Activity

• Do brands have finite lives?
• Take a position
• Brands can last forever.
• 2. Brands will eventually be obsolete.