marketing position
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MARKETING MANAGEMENT14th edition
10 Crafting the Brand
Positioning
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Marketing Strategy
SegmentationSegmentation
TargetingTargeting
PositioningPositioning
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Positioning
Act of designing the company’soffering and image to occupya distinctive place in the mind ofthe target market.
Positioning provides synergy among 4Ps.
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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 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 brand
Points-of-parity
(POPs)• Associations that
are not necessarily unique to the brand but may be shared with other brands
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Consumer Desirability Criteria for PODs
RelevanceRelevance
DistinctivenessDistinctiveness
BelievabilityBelievability
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Deliverability Criteria for PODs
FeasibilityFeasibility
CommunicabilityCommunicability
SustainabilitySustainability
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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
1. Underpositioning2. Overpositioning3. Confused positioning4. Doubtful positioning
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USP
• Who are the customers?• What is the set of needs
that the product fulfills?• Why is the product the
best option to satisfy those needs?
CHP: 8&10-10
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Positioning Statement
• Our (1)product/brand is• (2)single most important claim
• among all (3)competitive frame
• because (4)single most important
support.
Our (1)KKY yogurt is (2)the healthiest
among all (3)KKY because of (4)our
unique hygenic technology.
CHP: 8&10-11
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Differentiation Strategies
Product
Channel Image
Personnel
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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
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Identity and Image
Identity: The way acompany aims to identify or position itself
Image: The way thepublic perceivesthe company or itsproducts
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Thank you