MARKETING MANAGEMENT

Lecturer: Ta Thuy Hong Van

 INTRODUCTION

Ta Thuy Hong Van

1990
10+ years working experiences related to Sales and Marketing
in multinational companies

2013-2015 2016 2017 2018 2019-2021 2021-2023

Export Sales Business International Business Products & Co-Founder
Development Sales Development Marketing ( Start-up)

Academic

2020-2022 2008-2012 2016

Master of Marketing, Sales and Bachelor of International Relation The American TESOL Certificate
Services
Lecturer: Ta Thuy Hong Van
Email: vantth1@huflit.edu.vn
Cellphone: +84 70 77 11 078
Part 4: Building Strong Brands
- Chapter 10: Crafting the Brand
Positioning (Moodle self -learning)
- Read p. 317- 344

4
 Part 4- Chapter 10: Crafting the Brand
Positioning

1. Develop and establish an effective positioning in the market

2. Identify and analyze competition
3. Differentiate brands successfully
4. Describe the differences in positioning and branding with a small
business
 1. Develop and establish an
effective positioning in the market
10.1 DEVELOPING AND ESTABLISHING A BRAND POSITIONING
1- What is positioning?

- The act of designing a company’s

offering and image to occupy a
distinctive place in the minds of
the target market.

- Value proposition
1-Value proposition
2. Identify and analyze competition
10.2 DETERMINING A COMPETITIVE FRAME OF REFERENCE
2- Competitive frame of reference
- Competitive frame of
reference
+ define which other brands a
brand competes with and which
should thus be the focus of
competitive analysis
+ identifying and analyzing
competitors
- The act of designing a
company’s offering and
2- Competitive frame of reference
2- Point of Difference and Point of Parity
- Point of Difference (PODs)
+ attributes/ benefits that
consumers strongly associate
with a brand, positively evaluate,
and believe they could not find to
the same extent with a
competitive brand
+ POD criteria
2- Point of Difference and Point of Parity
- Point of Parity (POPs)
+ attributes/ benefits associations that are not necessarily
unique to the brand but may in fact be shared with other
brands
+ POP forms
https://mujikea.wordpress.com/2014/11/25/points-of-parity-points-of-difference/
2- Point of Difference VS Point of Parity
+ Multiple frames of reference

+ Straddle positioning
2- Point of Difference VS Point of Parity
+ Straddle
positioning
2- Point of Difference and Point of Parity
- Choosing specific POPs and PODs
+ Competitive advantage
+ Means of differentiation
+ Perceptual map
+ Emotional branding
Examples: Figure 10.1(a) shows a hypothetical perceptual map for a beverage category.
The four brands—A, B, C, and D—vary in terms of how consumers view their taste profile (light
versus strong) and personality and imagery (contemporary versus modern). Also displayed on the
map are ideal point “configurations” for three market segments (1, 2, and 3). The ideal points
represent each segment’s most preferred (“ideal”) combination of taste and imagery.
2- Point of Difference and Point of Parity
2- Point of Difference and Point of Parity
- Brand mantras
3. Differentiate brands successfully
10.3 BRAND MANTRAS
10.4 ESTABLISHING BRAND POSITIONING
10.5 ALTERNATIVE APPROACHES TO POSITIONING
3- Establish a Brand Positioning
- Communicating category membership
3- Brand-positioning bull’s eye- p.329
3- Communicate POPs and PODs
- Negatively correlated attributes/ benefits
3- Monitoring competition
- Variables in assessing potential competitors
+ Share of market
+ Share of mind
+ Share of heart
3- Alternative Approaches to Positioning
- Brand narratives and storytelling
3- Alternative Approaches to Positioning
- Cultural branding
4. Describe the differences in positioning
&
branding with a small business
10.6 POSITIONING AND BRANDING A SMALL BUSINESS
4- Positioning/ Branding for a small business
4- Positioning/ Branding for a small business
4- Case study- Moodle
Part 4- Chapter 11:
Competitive Dynamics

1. Expand the total market and defend market share

2. Identify how should market challengers attack market leaders
3. Identify the ways market followers or nichers compete effectively
4. Describe marketing strategies at each stage of the product life
cycle