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Chapter Questions
How 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?
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Positioning
Act of designing the companys offering and image to occupy a distinctive place in the mind of the target market.
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Definition
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 FedExguaranteed overnight delivery Nikeperformance Lexusquality Miller Lite Beeronethird less calories
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Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands Categorytravel agency must be able to make air and hotel reservations, etc. CompetitiveMiller Lite beertaste great
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Announcing category benefits--able to deliver on the fundamentals reason for using a category Comparing to exemplars--used category membership parity Relying on the product descriptor-communicate unique position
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Relevance--personally relevant and important Distinctiveness--superior (Splenda overtook Equal and Sweet n Low) Believability--credible
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Relevance--personally relevant and important Distinctiveness--superior (Splenda overtook Equal and Sweet n Low) Believability--credible
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Feasibilitymust be able to create Communicabilityconsumers must be able to understand benefits Sustainabilitypreemptive and defensible positioning
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Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting
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Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple
Differentiation Strategies
Competitive Advantage:- is a companys ability to perform in one or more ways that competitors cannot or will not match. Leverage-able advantage:- is one that company can use as a spring board to new advantages. Customer advantage:- it wont be customer advantage if customers dont value speed
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15
Differentiation Strategies
Channelmore effectively and efficiently design distribution channel coverage, expertise, and performance. Personnelbetter trained employees Imagecrafting of powerful, compelling images (e.g., Marlboro, Hyatt Regency Hotelsatrium lobbies)
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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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Prices
Distribution Advertising
Sales promotion
Services
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