MARKETING MANAGEMENT

12th edition
10
Crafting the Brand
Positioning

Kotler Keller
Chapter Questions
 How can a firm choose and communicate
an effective positioning in the market?
 How are brands differentiated?
 What marketing strategies are appropriate
at each stage of the product life cycle?
 What are the implications of market
evolution for marketing strategies?

10-2
Marketing Strategy
 Segmentation
 Targeting
 Positioning

10-3
Positioning

Act of designing the company’s

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

10-4
Value Propositions
 Perdue Chicken
 Moretender 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

10-5
Writing a Positioning Statement

Mountain Dew: To young, active

soft-drink consumers who have
little time for sleep, Mountain Dew
is the soft drink that gives you
more energy than any other brand
because it has the
highest level of caffeine.

10-6
Defining Associations
Points-of-difference Points-of-parity (POPs)
(PODs)  Associations that are
 Attributes or benefits
not necessarily
consumers strongly
unique to the brand
associate with a brand,
positively evaluate, and
but may be shared
believe they could not with other brands
find to the same extent
with a competitive brand

10-7
Conveying Category
Membership
 Announcing category benefits
 Comparing to exemplars
 Relying on the product descriptor

10-8
Consumer Desirability Criteria for
PODs
 Relevance
 Distinctiveness
 Believability

10-9
Deliverability Criteria for PODs
 Feasibility
 Communicability
 Sustainability

10-10
Examples of Negatively Correlated
Attributes and Benefits
 Low-price vs. High  Powerful vs. Safe
quality  Strong vs. Refined
 Taste vs. Low  Ubiquitous vs.
calories Exclusive
 Nutritious vs. Good  Varied vs. Simple
tasting
 Efficacious vs. Mild

10-11
Addressing Negatively Correlated
PODs and POPs
 Present separately
 Leverage equity of another entity
 Redefine the relationship

10-12
Differentiation Strategies
 Product
 Personnel
 Channel
 Image

10-13
Product Differentiation
 Product form  Style
 Features  Design
 Performance  Ordering ease
 Conformance  Delivery
 Durability
 Installation
 Customer training
 Reliability
 Customer consulting
 Reparability
 Maintenance

10-14
Identity and Image

Identity: Image:
The way a The way the
company aims to public perceives
identify or the company or its
position itself products

10-15
Product Life Cycle
 Introduction
 Growth
 Maturity
 Decline

10-16
Facts about Life Cycles
 Products have a limited life.
 Product sales pass through distinct
stages.
 Profits rise and fall at different stages.
 Products require different marketing,
financial, manufacturing, purchasing, and
human resource strategies in each stage.

10-17
Marketing Program Modifications

 Prices
 Distribution
 Advertising
 Sales promotion
 Services

10-18
Market Evolution Stages
 Emergence
 Growth
 Maturity
 Decline

10-19
Emerging Markets
 Latent
 Single-niche
 Multiple-niche
 Mass-market

10-20