MARKETING MANAGEMENT Chapter 10 Crafting the brand Positioning
MARKETING MANAGEMENT Chapter 10 Crafting the Brand Positioning
LEARNING OBJECTIVES After reading this chapter, students should Know how a firm can choose and communicate an effective positioning in the market Know how brands are differentiated Know what marketing strategies are appropriate at each stage of the product life-cycle Know what he implications are of market evolution for marketing strategies
2 LEARNING OBJECTIVES • After reading this chapter, students should: – Know how a firm can choose and communicate an effective positioning in the market – Know how brands are differentiated – Know what marketing strategies are appropriate at each stage of the product life-cycle – Know what he implications are of market evolution for marketing strategies
Chapter Outline Positioning strategies POD VS POP Differentiation Strategies Product Life-Cvcle Marketing strategies
3 Chapter Outline • Positioning Strategies – POD vs. POP • Differentiation Strategies • Product Life-Cycle Marketing Strategies
Marketing Positioning Positioning is the act of designing the Company's offering and image to occupy a distinctive place in the target market's mind Right product Right Customer Right value Better than Competitor
4 Marketing Positioning • Positioning is the act of designing the Company’s offering and image to occupy a distinctive place in the target market’s mind – Right Product – Right Customer – Right Value – Better than Competitor
EXamples of Value Propositions Demand States and Marketing Tasks Company and Target Value Product Customers Benefits Price Proposition Perdue Tenderness 10% More tender (chicken) conscious premium golden chicken at consumers of a moderate chicken premium price Volvo Safety- Durability 20% The safest most (station conscIouS and safety premium durable wagon in wagon) upscale which your family families can ride Domino s Convenience Delivery 15% A good hot pizza, (pizza) minded pizza speed and premium delivered to your lovers good quality door door within 30 minutes of ordering, at a moderate price
5 Examples of Value Propositions Demand States and Marketing Tasks A good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price 15% premium Delivery speed and good quality Convenienceminded pizza lovers Domino’s (pizza) The safest, most durable wagon in which your family can ride 20% premium Durability and safety Safetyconscious “upscale” families Volvo (station wagon) More tender golden chicken at a moderate premium price 10% premium Quality- Tenderness conscious consumers of chicken Perdue (chicken) Value Benefits Price Proposition Target Customers Company and Product