CRAFTING THE BRAND POSITIONING KOTLER PDF

Crafting the Brand Positioning. Chapter Questions. How can a firm choose and communicate an effective positioning? How are brands and offerings differentiated? How can a firm identify its primary competitors and analyze their strategies, objectives, strengths, and weaknesses? How can market leaders, challengers, followers, and nichers compete effectively?

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We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you! Published by Dinah Logan Modified over 2 years ago. Competitive frame of reference A competitive frame of reference can be determined by the following ways — By determining category membership The products or sets of products with which a brand competes and which function as close substitutes.

By identifying target markets and competition. Points-of-Difference POD PODs are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe that they could not find to the same extent with a competitive brand. These types of associations come in two basic forms — Category points-of-parity Competitive points-of-parity. Quality can be communicated by actual product performance, physical signs and cues, high price, packaging, distribution, and promotion.

Personnel differentiation Companies can gain a strong competitive advantage through having better trained people. Better trained personnel exhibit six characteristics - Competence Courtesy Credibility Reliability Responsiveness Communication. Channel differentiation 4. Image differentiation Companies and brands can be differentiated through identity and image. Products have a limited life. Product sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller.

Profits rise and fall at different stages of PLC. Products require different strategies in each stage. Growth-slump- maturity pattern b. Cycle-recycle pattern c. Scalloped pattern.

Introduction stage Characteristics- Low sales High costs Negative profits Customers — innovators Few Competitors Marketing objectives- Create product awareness and trial. Producer gain advantage such as economies of scale, technological leadership, patents, and ownership of scarce assets. Maturity stage Characteristics Peak sales Low costs High profits Customers — Middle majority Stable number of competitors beginning to decline Marketing objectives Maximize profit while defending market share.

Marketing program modification 2. Product modification Quality improvement Feature improvement Style improvement 3. Marketing program modification Modifying other marketing program elements such as - -- Prices -- Sales promotion -- Distribution -- Personal selling -- Advertising -- Services. Positioning and PLC. Product Differentiation Most competitive advantages lasts only a short time. Companies therefore constantly need to think up new.

Objectives Understand how companies find and develop new-product ideas. Learn the steps in the new-product development process. Know the stages of the. Applied Mareking. What is a market segment? A market segment consists of a group of customers who share a similar set of needs and wants. Similar presentations.

Upload Log in. My presentations Profile Feedback Log out. Log in. Auth with social network: Registration Forgot your password? Download presentation. Cancel Download. Presentation is loading. Please wait. Copy to clipboard. By identifying target markets and competition 4 2. Better trained personnel exhibit six characteristics - Competence Courtesy Credibility Reliability Responsiveness Communication 9 3. Products require different strategies in each stage 11 PLC curves can take different shapes based on product category and includes three patterns- Sales volume Sales volume Sales volume Primary cycle Recycle Time Time Time a.

Growth stage Characteristics Rapidly rising sales Average Costs Rising profits Customers - Early adopters Growing number of competitors Marketing objectives- Maintaining market share 17 Strategies- The firm improves product quality and adds new product features and improved styling It adds new models and flanker products It enters new market segments It increases its distribution coverage and enters new distribution channels It shifts from product-awareness advertising to product-preference advertising It lowers prices to attract the next layer of price- sensitive buyers 18 3.

Maturity stage Characteristics Peak sales Low costs High profits Customers — Middle majority Stable number of competitors beginning to decline Marketing objectives Maximize profit while defending market share 19 Strategies- 1. Marketing program modification Modifying other marketing program elements such as - -- Prices -- Sales promotion -- Distribution -- Personal selling -- Advertising -- Services 21 4.

Decline stage Characteristics Declining sales Low Costs Declining profits Customers — Laggards Declining numbers of Competitors Marketing objectives Reduce expenditure and milk the brand 22 Strategies- Product Phase out weak items Price Cut price Distribution Go selective: phase out unprofitable outlets Advertising Reduce to level needed to retain hard-core loyal Sales promotion Reduce to minimal level.

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Crafting the Brand Positioning (Kotler Keller)

Imagine our brains as tiny cerebellum-sized chests of drawers. Instinctively, we all have an intense desire to know which ideas go in which drawers — all precisely arranged and ordered in our minds. Give them a sense of absolute certainty about who you are and what you uniquely do, and brand loyalty is sure to be around the corner. Start with a statement The core of a solid brand positioning strategy is the brand positioning statement: an internal-use-only singular sentence that conveys what your brand truly does better — and differently — than anyone else in the world.

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CHAPTER 10 CRAFTING THE BRAND POSITIONING

We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you! Published by Dinah Logan Modified over 2 years ago. Competitive frame of reference A competitive frame of reference can be determined by the following ways — By determining category membership The products or sets of products with which a brand competes and which function as close substitutes. By identifying target markets and competition.

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