Giáo án Marketing Management Chapter 10 Crafting The Brand Positioning 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?
Crafting Crafting The The Brand Brand Positioning Positioning Chapter Chapter10 10 of 57 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? of 57 g g a a n n d d c c o o m m m m u u n n ic ic a a ti ti n n g g a a p p o o si si ti ti o o n n i i n n g g s s tr tr a a Contents D D i i ff ff e e r r e e n n ti ti a a ti ti o o n n s s tr tr a a t t e e g g i i e e s s u c c t t li li f f e e c c y y cl cl e e m m a a r r k k e e ti ti n n g g s s tr tr a a t t e e g g i i e e s s D D e e b b a a t t e e & & D D is is c c u u s s si si o o n n of 57 Section Section11 Developing Developing and and Communicating Communicating aa Positioning Positioning Strategy of 57 Positioning Victoria’s Secret of 57 What is Positioning? •Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market • The result of positioning is the successful creation of a customer-focused value proposition, a cogent reason why the target market should buy the product (table 10-1) •Positioning requires that similarities and differences between brands be defined and communicated of 57 Table 10-1: Examples of Value propositions Company and product Target customer s Perdue Farms (chicken) QualityTenderne conscious ss consumers of chicken Volvo (station wagon) Domino’s (pizza) FF Benefits Price Value proposition 10% premiu m More tender golden chicken at a moderate premium price Safetyconscious “upscale” families Durability 20% and premiu safety m The safest, most durable wagon in which your family can ride Convenien ce-minded pizza lovers Delivery speed and good quality A good, hot pizza, delivered promptly to of a57 your door,7at moderate price 15% premiu m Competitive frame of reference Positioning requirements TARGET MARKET Compan y’s brand(s) Points -ofdifference (PODs) brand associations Competin g brands Points-ofparity (POPs) brand associations of 57 Defining Competitive frame of reference • A starting point is to determine Category membership - the products or sets of products with which a brand competes and which function as close substitutes • To determine the proper competitive frame of reference, marketers need to understand consumer behavior and the consideration sets consumers use in making brand choices of 57 Points-of-Difference (PODs) • Points-of-difference are 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 • Associations that make up PODs may be based on virtually any type of attributes and benefits Design Quality 10 of 57 Performanc