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Crafting
the Brand Positioning
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
Perdue Chicken
More tender golden chicken at a moderate
premium price
Dominos
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price
Product Personnel
Channel Image
Quality
improvements
Feature
improvements
Style improvements
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
Summary of Product Life-Cycle Characteristics, Objectives, and
Strategies
Characteristics