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
 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
Positioning possibilities
 Attribute
 Benefit
 Use or application
 User
 Competitor
 Product category ( leader)
 Quality or price

10-7
Communicating positioning
 Important
 Distinctive
 Superior
 Pre emptive
 Affordable
 profitable

10-8
Differentiation
 Differentiation is the act of designing a set
of meaningful differences to distinguish the
company’s offering from competitors
offerings.

10-9
Differentiation Strategies
 Product
 Personnel
 Channel
 Image

10-10
Product Differentiation
 Form: size shape, physical structure
 Features :That supplement basic functions
 Performance quality : Level at which product’s primary
characteristics operate
 Conformance : Degree to which all the produced units are identical
and meet promised specifications
 Durability : Measure of the product’s expected operating life under
natural conditions
 Reliability : Measure of the probability that a product will not
malfunction with in a specified time period
 Reparability : Ease of fixing a product when it malfunctions
 Style : How a product looks and feels
 Design is the totality of features

10-11
Product Differentiation
 Product form ( Doy)  Style ( Hidesign)
 Features (Golden Eye)  Design ( Apple)
 Performance
( Verna,BMW)
 Conformance (McDonald)
 Durability (vehicles)
 Reliability (V-guard)
 Reparability (Maruti)

10-12
Service differentiation
 Ordering ease
 Delivery
 Installation
 Customer training
 Customer consulting
 Maintenance and repair

10-13
Service Differentiation
 Ordering ease (pizza,)
 Delivery (Fedex)
 Installation (
 Customer training (GE,Maruti driving
school)
 Customer consulting ( Accenture, IBM)
 Maintenance ( HP)

10-14
Personnel differentiation
 Competence
 Courtesy
 Credibility
 Reliability
 Responsiveness
 Communication
 HDFC Bank, Bajaj Allianz Super Agent, Eureka Forbes
( Eurochamp),Taj Hotels

10-15
Channel differentiation
 Coverage
 Expertise
 Performance

 EurekaForbes, Amway,Avon, HUL, ICICI

Bank, Maruti service,

10-16
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

10-17
Image Differentiation
 Symbols
 Media
 Atmosphere
 Events

10-18
Image
 Marlboro
 Mercedes
 Rolls Royce
 Nike swoosh
 Filmfare awards
 Sahara ( ambience ) , Hyatt Regency for atriums
 Amul through media ( Topicals)

10-19
Positioning errors
 Under positioning : vague idea
 Over positioning : narrow
 Confused positioning : too many
 Doubtful positioning : consumer doesn’t
believe

10-20
Advanced positioning concepts

10-21
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 but may be shared
brand, positively with other brands
evaluate, and believe
they could not find to
the same extent with
a competitive brand
10-22
Conveying Category
Membership
 Announcing category benefits
 Comparing to exemplars
 Relying on the product descriptor

10-23
Consumer Desirability Criteria for
PODs
 Relevance
 Distinctiveness
 Believability

10-24
Deliverability Criteria for PODs
 Feasibility
 Communicability
 Sustainability

10-25
Examples of Negatively Correlated
Attributes and Benefits
 Low-price vs. High  Powerful vs. Safe
quality  Strong vs. Refined
 Taste vs. Low calories  Ubiquitous vs.
 Nutritious vs. Good Exclusive
tasting  Varied vs. Simple
 Efficacious vs. Mild

10-26
Addressing Negatively Correlated
PODs and POPs
 Present separately
 Leverage equity of another entity
 Redefine the relationship

10-27