MARKETING MANAGEMENT 12 th edition 10 Crafting the

MARKETING MANAGEMENT 12 th edition 10 Crafting the Brand Positioning Kotler Keller

Marketing Strategy Segmentation Targeting Positioning

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 Right Competitive Advantage Step 3. Communicating and Delivering the Chosen Position

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

Deliverability Criteria for PODs Feasibility Communicability Sustainability

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? • Unique selling proposition – Four major positioning errors 1. 2. 3. 4. Underpositioning Overpositioning Confused positioning Doubtful positioning

Differentiation Strategies Product Personnel Channel Image

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 Image: The way the public perceives the company or its products