Marketing Planning and Applications

Week 09

Crafting the
Brand Positioning
● 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?
 Positioning
The act of designing a company’s offering and image to occupy a
distinctive place in the minds of the target market.
Understanding Positioning and Value Propositions
 Defining Associations
Points-of-difference (PODs)
Attributes or benefits consumers strongly associate with
a brand, positively evaluate, and believe they could not
find to the same extent with a competitive brand

Points-of-parity (POPs)

Associations that are not necessarily unique to the bran

d but may be shared with other brands
Conveying Category Membership
Announcing category benefits

Comparing to exemplars

Relying on the product descriptor

 Consumer Desirability Criteria for PODs

• Relevance
• Distinctiveness
• Believability
 Deliverability Criteria for PODs

• Feasibility
• Communicability
• Sustainability
Competitive advantage

Competitive advantage is an advantage over competitors gained by

offering consumers greater value, either through lower prices or by
providing more benefits that justify higher prices
 Means of Differentiation
• Employees
• Channels
• Image
• Services
 Product Differentiation

• Style
• Product form
• Design
• Features
• Ordering ease
• Performance
• Delivery
• Durability
• Installation
• Reliability
• Customer training
• Reparability
• Customer consulting
• Maintenance
Product Life-Cycle Strategies

Product Life Cycle

 Claims of Product Life Cycles

• Products have a limited life

• Product sales pass through distinct stages each with different
challenges and opportunities
• Profits rise and fall at different stages
• Products require different strategies in each life cycle stage
 Strategies for Sustaining
Rapid Market Growth

• Improve product quality, add new features, and improve styling

• Add new models and flanker products
• Enter new market segments
• Increase distribution coverage
• Shift from product-awareness advertising to product-preference
advertising
• Lower prices to attract the next layer of price-sensitive buyers
 Stages in the Maturity Stage

• Growth
• Stable
• Decaying maturity
 Marketing Product Modifications

• Quality improvements
• Feature improvements
• Style improvements
 Marketing Program Modifications

• Prices
• Distribution
• Advertising
• Sales promotion
• Services
 Disclaimer:
The contents of these slides are adapted from book
Marketing Management (15th Edition) by Philip T. Kotler and Kevin
Lane Keller. It is solely for the purpose of teaching marketing
concepts and assessing Marketing Planning and Applications student
at Iqra University.

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 31

Thank you