MARKETING MANAGEMENT 12 th edition 10 Crafting the
![MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-1.jpg)
![Marketing Strategy Segmentation Targeting Positioning Marketing Strategy Segmentation Targeting Positioning](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-2.jpg)
![Positioning Act of designing the company’s offering and image to occupy a distinctive place Positioning Act of designing the company’s offering and image to occupy a distinctive place](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-3.jpg)
![Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-4.jpg)
![Defining Associations Points-of-parity Points-of-difference (PODs) (POPs) • Attributes or benefits • Associations that are Defining Associations Points-of-parity Points-of-difference (PODs) (POPs) • Attributes or benefits • Associations that are](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-5.jpg)
![Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-6.jpg)
![Deliverability Criteria for PODs Feasibility Communicability Sustainability Deliverability Criteria for PODs Feasibility Communicability Sustainability](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-7.jpg)
![Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-8.jpg)
![Developing and Communicating a Positioning Strategy • Positioning: How many ideas to promote? • Developing and Communicating a Positioning Strategy • Positioning: How many ideas to promote? •](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-9.jpg)
![Differentiation Strategies Product Personnel Channel Image Differentiation Strategies Product Personnel Channel Image](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-10.jpg)
![Product Differentiation • • Product form Features Performance Conformance Durability Reliability Reparability • • Product Differentiation • • Product form Features Performance Conformance Durability Reliability Reparability • •](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-11.jpg)
![Identity and Image Identity: The way a company aims to identify or position itself Identity and Image Identity: The way a company aims to identify or position itself](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-12.jpg)
- Slides: 12
![MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-1.jpg)
MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller
![Marketing Strategy Segmentation Targeting Positioning Marketing Strategy Segmentation Targeting Positioning](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-2.jpg)
Marketing Strategy Segmentation Targeting Positioning
![Positioning Act of designing the companys offering and image to occupy a distinctive place Positioning Act of designing the company’s offering and image to occupy a distinctive place](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-3.jpg)
Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
![Choosing a Positioning Strategy Step 1 Identifying Possible Competitive Advantages Step 2 Selecting the Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-4.jpg)
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
![Defining Associations Pointsofparity Pointsofdifference PODs POPs Attributes or benefits Associations that are Defining Associations Points-of-parity Points-of-difference (PODs) (POPs) • Attributes or benefits • Associations that are](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-5.jpg)
Defining Associations Points-of-parity Points-of-difference (PODs) (POPs) • Attributes or benefits • Associations that are consumers strongly not necessarily unique associate with a brand, to the brand but may positively evaluate, be shared with other and believe they could brands not find to the same extent with a competitive brand
![Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-6.jpg)
Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability
![Deliverability Criteria for PODs Feasibility Communicability Sustainability Deliverability Criteria for PODs Feasibility Communicability Sustainability](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-7.jpg)
Deliverability Criteria for PODs Feasibility Communicability Sustainability
![Examples of Negatively Correlated Attributes and Benefits Lowprice vs High quality Taste Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-8.jpg)
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
![Developing and Communicating a Positioning Strategy Positioning How many ideas to promote Developing and Communicating a Positioning Strategy • Positioning: How many ideas to promote? •](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-9.jpg)
Developing and Communicating a Positioning Strategy • Positioning: How many ideas to promote? • Unique selling proposition – Four major positioning errors 1. 2. 3. 4. Underpositioning Overpositioning Confused positioning Doubtful positioning
![Differentiation Strategies Product Personnel Channel Image Differentiation Strategies Product Personnel Channel Image](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-10.jpg)
Differentiation Strategies Product Personnel Channel Image
![Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Product Differentiation • • Product form Features Performance Conformance Durability Reliability Reparability • •](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-11.jpg)
Product Differentiation • • Product form Features Performance Conformance Durability Reliability Reparability • • Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance
![Identity and Image Identity The way a company aims to identify or position itself Identity and Image Identity: The way a company aims to identify or position itself](https://slidetodoc.com/presentation_image_h/2db23db6a4b9f7ab99b12803d64553bc/image-12.jpg)
Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products
Managerial process of crafting and executing strategy
Marketing management (arab world edition) philip kotler
Marketing management (arab world edition) philip kotler
Marketing management (arab world edition) philip kotler
Keys to effective internal marketing
Kotler e keller
Marketing management (arab world edition)
Marketing management 12th edition
Marketing management 12th edition
Crafting the service environment
Crafting a compiler
Crafting media messages
Bullseye positioning model