10-1

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

SegmentationSegmentation

TargetingTargeting

PositioningPositioning

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Positioning

Designing the company’s

offering and image for

a distinctive place in the mind of

the target market.

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CigarettesCigarettes

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Positions?

• Pizza places?

• Bars?

• Grocery stores?

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Positioning

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A Positioning Statement

To young, activesoft-drink consumers

with little time for sleep, Mountain Dew

is the soft drink that gives you energybecause 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

RelevanceRelevance

DistinctivenessDistinctiveness

BelievabilityBelievability

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Deliverability Criteria for PODs

FeasibilityFeasibility

CommunicabilityCommunicability

SustainabilitySustainability

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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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Activity

Do brands have finite lives?

Take a position:

1. Brands can last forever.

2. Brands will eventually be obsolete.