kotler framework 5e_09_sppt
TRANSCRIPT
Framework for Marketing Management
9Crafting the
Brand Positioning and Competing
Effectively
1
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Chapter Questions
How can a firm develop and establish an effective positioning?
How are brands successfully differentiated? How do marketers identify and analyze
competition? How can market leaders, challengers,
followers, and nichers compete effectively?
What is Positioning?
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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
Competitive Frame of Reference
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Defining AssociationsPoints-of-difference 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 Associations that are not necessarily unique to the brand but may be shared with other brands
Point-of-Difference Criteria
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Desirable
Deliverable
Differentiating
POP versus POD
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Figure 9.1a Perceptual Map: Current Perceptions
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Figure 9.1b Perceptual Map: Possibilities
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Brand Mantras
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Designing a Brand Mantra
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Communicate
Simplify
Inspire
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Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
Differentiation Strategies
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Dimensions of Differentiation
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Employee
Channel
Image
Services
Emotional Branding
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Strong culture
Communication style
Emotional hook
Figure 9.1 Hypothetical Market Structure
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Expanding the Total Market
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New Ways to Use a Brand
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Protecting Market Share
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Responsive anticipation
Creative anticipation
Types of Defense Strategies
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Market Challenger Strategies
Define the strategic objective and opponents Choose a general attack strategy Choose a specific attack strategy
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General Attack Strategies
Frontal attack Flank attack Encirclement attack Bypass attack Guerilla warfare
Specific Attack Strategies
Price discounts Lower-priced goods Value-priced goods Prestige goods Product
proliferation Product innovation
Improved services Distribution
innovation Manufacturing-cost
reduction Intensive
advertising promotion
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Market Follower Strategies
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Market Nicher Strategies
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Niche Specialist Roles
End-User Specialist Vertical-Level
Specialist Customer-Size
Specialist Specific-Customer
Specialist Geographic
Specialist
Product-Line Specialist
Job-Shop Specialist
Quality-Price Specialist
Service-Specialist Channel Specialist
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For Review
How can a firm develop and establish an effective positioning?
How are brands successfully differentiated? How do marketers identify and analyze
competition? How can market leaders, challengers,
followers, and nichers compete effectively?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-28