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Kotler Mm13e Media 10
Kotler Mm13e Media 10
Crafting
the Brand Positioning
• Perdue Chicken
• More tender golden chicken at a moderate
premium price
• Domino’s
• A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price
Points-of-difference Points-of-parity
(PODs) (POPs)
• Attributes or benefits • Associations that
consumers strongly are not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and believe with other brands
they could not find to
the same extent with
a competitive brand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7
PODs and POPs
• This “four-in-one
entertainment
solution” from
Konica failed to
establish category
membership
Comparing to exemplars
Relevance
Distinctiveness
Believability
Feasibility
Communicability
Sustainability
Product Personnel
Channel Image
Decaying
Growth Stable
maturity
• Quality
improvements
• Feature
improvements
• Style improvements
Prices
Distribution
Advertising
Sales promotion
Services
• Convert nonusers
• Enter new market segments
• Attract competitors’ customers
• Have consumers use the product on
more occasions
• Have consumers use more of the
product on each occasion
• Have consumers use the product in
new ways
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-30
A Product in Decline
Emergence Growth
Maturity Decline
Latent
Single-niche
Multiple-niche