Transcript Kotler Keller 10 - Webster in china

10
Crafting
the Brand Positioning
Marketing Management, 13th ed
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?
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10-2
Marketing Strategy
Segmentation-- group of customers
who share a similar set of needs and
wants
Targeting—consumer that
can be satisfied in a superior
way
Positioning—a distinctive place in
the minds of the target market
8-3
Positioning
Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
8-4
Positioning
8-5
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.
8-6
Value Propositions
• 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
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10-7
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
• FedEx—guaranteed
overnight delivery
• Nike—performance
• Lexus—quality
• Miller Lite Beer—onethird less calories
8-8
Points-of-parity (POPs)
• Associations that are
not necessarily unique
to the brand but may be
shared with other
brands
• Category—travel
agency must be able
to make air and
hotel reservations,
etc.
• Competitive—Miller
Lite beer—taste
great
Conveying Category Membership
• Announcing category benefits--able to deliver on the
fundamentals reason for using a category (e.g., Brownie mix)
• Comparing to exemplars--used category membership parity
(e.g., Tommy Hilfiger introduction compared its brand to Calvin
Klein)
• Relying on the product descriptor--communicate unique
position (e.g., In order for Ford to communicate a vehicle that
had the attributes of an SUV, a minivan, and a station wagon
and avoid association with its “Explorer and Country Squire
models,” labeled the vehicle “Freestyle” to designated it as a
“sports wagon”
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10-9
Consumer Desirability Criteria for PODs
• Relevance--personally relevant
and important
• Distinctiveness--superior
(Splenda overtook Equal and
Sweet ‘n Low)
• Believability--credible
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10-10
Deliverability Criteria for PODs
• Feasibility—must be able to
create
• Communicability—consumers
must be able to understand
benefits
• Sustainability—preemptive
and defensible positioning
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10-11
Examples of Negatively Correlated
Attributes and Benefits
• Low-price vs.
High quality
• Taste vs. Low
calories
• Nutritious vs.
Good tasting
• Powerful vs. Safe
• Strong vs.
Refined
• Ubiquitous vs.
Exclusive
• Varied vs. Simple
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10-12
Addressing negatively correlated PODs
and POPs
• Present separately
• Leverage equity of
another entity
• Redefine the relationship
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10-13
Differentiation Strategies
• Channel—more effectively and
efficiently design distribution channel
coverage, expertise, and performance.
• Personnel—better trained employees
• Image—crafting of powerful,
compelling images (e.g., Marlboro,
Hyatt Regency Hotels—atrium lobbies)
• Product
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10-14
Product Differentiation
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Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
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Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
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10-15
Identity and Image
Identity:
The way a
company aims
to identify or
position itself
8-16
Image:
The way the
public perceives
the company or
Its products
Personnel Differentiation: Singapore
Airlines
8-17
Image Differentiation
8-18
Product Life Cycle
8-19
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
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10-20
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 pricesensitive buyers
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10-21
Typical Changes in Marketing
Variables over the Product Life Cycle
Stages in the Maturity Stage
• Growth
• Stable
• Decaying maturity
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10-23
Common PLC Patterns: a) small kitchen
appliances, b) new drugs, c) new uses or users-nylon
8-24
Style, Fashion, and Fad Life Cycles: a)
distinctive mode of expression, b) currently
accepted or popular style, c) fashions that come
and go quickly
8-25
Marketing Product Modifications
• Quality improvements—increasing
functional performance
• Feature improvements—adding new
features—size, weight, materials,
additives and accessories
• Style improvements—increasing the
product’s esthetic appeal
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10-26
Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services
8-27
Ways to Increase Sales Volume
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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
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10-28
Market Evolution Stages
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Emergence
Growth
Maturity
Decline
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10-29
Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-market
8-30
Maturity Strategies
• Market fragmentation stage—
focus on different segments of
the market
• Market consolidation stage—
emergence of a new attribute
that has strong appeal
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10-31
Product in Decline
8-32