Phillip Kevin Lane Kotler Keller Marketing Management 14

Phillip Kevin Lane Kotler • Keller Marketing Management • 14 e

PPNS SUCCESS Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 24

a h C e t p 0 1 r Crafting the Brand Position

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 24

Marketing Strategy Segmentation Targeting Positioning S T P Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 24

D i f e d e n Positioning The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 24

Brand Positioning Quality • Customer wants and needs Brand A • Company capabilities Price • Competitive actions D E G F B C Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 24

Value Proposition What the brand is Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall What the brand could be Slide 8 of 24

Value Proposition Examples Company (Product) Target Customers Key Benefit Perdue (chicken) Quality-conscious consumers Tenderness Volvo (station wagons) Safety-conscious upscale families Durability and safety Delivery Domino’s Conveniencespeed and (pizza) minded pizza lovers good quality Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Price Value Proposition Premium 10% More tender golden chicken at a moderate price 20% The safest, most durable wagon in which your family can ride. 15% A good hot pizza, delivered promptly to your door, at a moderate price. Slide 9 of 24

Brand Positioning Frame of Reference Points of parity / difference Brand mantra Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 24

Competitive Frame of Reference Identifying Competitors Analyzing Competitors Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 24

Points of Parity / Difference Points of Parity POP Points of Difference POD Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 24

Choosing POPs and PODs Brand Benefits Brand Attributes Reasons to believe Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Proof points Slide 13 of 24

e r u g Fi 2. 10 Hypothetical Perceptual Map (a) Current Perceptions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 24

e r u g Fi 1. 10 Hypothetical Perceptual Map (b) Possible Repositioning Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 24

Brand Mantras Nike – “authentic athletic performance” Disney – “fun family entertainment” Brand Mantra Criteria: • Communicate • Simplify • Inspire Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 24

Establishing Brand Positioning Communicate Internally Category Membership • Category Benefits • Compare to exemplars • Product descriptor Points of difference Points of parity Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 24

Brand Positioning Bull’s-eye Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 24

Differentiation Strategies Competitive Advantage Sustainable Leverageable Customer Advantage Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 24

Means of Differentiation Employees Channels Image Services Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 24

Emotional Branding Lovemarks • Mystery • Sensuality • Intimacy Emotional Rational Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 24

Emotional Branding Share of Market Share of Mind Share of Heart Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 24

Emotional Branding Market Share Mind Share Heart Share 2011 2012 2013 Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 30% Competitor B 30 34 37 30 31 35 44 47 53 Competitor C 20 19 19 10 11 11 8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 24

Alternative Positioning Approaches Brand Narratives / Storytelling Brand Journalism Cultural Branding Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 24

Small Business Positioning • • • Creative, low-cost research Focus on fewer, stronger brands Integrated brand elements Create buzz Build a brand community Secondary associations Creativity Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 24

Discussion Questions 1. How can a firm develop and establish an effective positioning in the market? 2. How do marketers identify and analyze competition? 3. How are brands successfully differentiated? 4. What are the differences in positioning and branding with a small business? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 24