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7/28/2019 504 9 Branding Positioning
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What is Positioning?
The act of designing the companys offering andimage to occupy a distinctive place in the minds ofthe target market.
Result is the creation of a customer-focused value
proposition:A cogent reason why the target market should buy theproduct.
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Competitive Frame of
ReferenceCategory membershipthe products or sets of
products with which a brand competes and whichfunction as close substitutes.
Need to understand consumer behavior and theconsideration sets consumers use in making brandchoices.
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Establishing Category
MembershipAnnouncing category benefits
Comparing to exemplars
Relying on the product descriptor
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Key Criteria for Points-
of-DifferenceDesirability Criteria
Relevance
Distinctiveness
Believability
Deliverability Criteria
Feasibility
Communicability
Sustainability
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Differentiation
StrategiesCompetitive advantagea companys ability to
perform in one or more ways that competitors cantor wont match.
Few are sustainable, but a leverageable advantage can
be used as a springboard to new advantages.Focus on building competitive advantages as customeradvantages.
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Product Differentiation
Form
Features
Customization
Performance quality
Conformance quality
Durability
Reliability
Repairability
Style
Design
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Service Differentiation
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance and repair
Returns
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Other Dimensions of
DifferentiationPersonnel
Channel
Image
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Five Forces that DetermineMarketing Attractiveness
Industry competitors
Potential entrants
Substitutes
Buyers
Suppliers
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Threats Posed By These
ForcesThreat of intense segment rivalry.
Threat of new entrants.
Threat of substitute products.
Threat of buyers growing bargaining power.
Threat of suppliers growing bargaining power.
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Industry and Market
Views of CompetitionIndustrya group of firms that offers a product or classof products that are close substitutes for each other.
Classified by:
Number of sellers
Degree of product differentiation
Presence or absence of entry, mobility, and exit barriers
Cost structureDegree of vertical integration
Degree of globalization
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Analyzing Competitors
Strategies
Objectives
Strengths
Weaknesses
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Competitor Strengths
and WeaknessesShare of market
Share of mind
Share of heart
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Selecting Competitors
Strong vs. weakmost companies aim at weak
competitors.Close vs. distantmost companies compete with therivals that resemble them the most.
Good vs. badgood competitors play byindustry rules, make realistic assumptions, set
reasonable prices, and favor a healthy industry.
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Competitive Strategies
Leader
Challenger
Follower
Nicher
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If you are a Market Leader,
you will want toExpand the total market
Defend market share
Expand market share
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If you are a Market Leader,how to expand total market?
Market-penetration strategy
New-market segment strategy
Geographical-expansion strategy
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If you are a Market Leader, howto defend your market share
Position defense
Flank defense
Preemptive defense
Counteroffensive defense
Mobile defense
Contraction defense
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If you are a Market Leader, howto expand your market share
Factors to consider before pursuing:
The possibility of provoking antitrust action
Economic cost
Pursuing the wrong marketing activities
The effect of increased market share on actual andperceived quality
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Market Challengers
Attack StrategiesFrontal attack
Flank attack
Encirclement attack
Bypass attack
Guerilla warfare
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Market-Followers
StrategiesCounterfeiter
Cloner
Imitator
Adapter
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Specialized Niche Roles
End-user
Vertical-level
Customer-size
Specific-customer
Geographical
Product or product-line
Product-feature
Job-shop
Quality-price
Service
Channel
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