Differentiating Market Offerings

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Presentation transcript:

Differentiating Market Offerings Chapter 10 Positioning and Differentiating Market Offerings over the Life Cycle Marketing Management Tenth Edition Philip Kotler

Objectives Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution

The BCG Competitive Advantage Matrix Number of Approaches to Achieve Advantage Few Many Volume Specialized Size of the Advantage Small Large Stalemated Fragmented

Product Differentiation Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design

Services Differentiation Ordering Ease Installation Customer Consulting Miscellaneous Services Delivery Customer Training Maintenance & Repair

Differentiation Personnel Channel

Image Differentiation Media Symbols Atmosphere Events

Differences Worth Establishing Important Profitable Distinctive Differences Worth Establishing Affordable Superior Preemptive

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298

Perceptual Map Live shows Easy to reach Little waiting Good food 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 Economical Fun rides Exercise Fantasy Good food Easy to reach Educational, animals Little waiting Live shows Magic Mountain Japanese Deer Park Busch Gardens Knott’s Berry Farm Lion Country Safari Marineland of the Pacific Disneyland

Sales & Profit Life Cycles Time Sales & profits ($) Introduction Growth Maturity Decline

Four Introductory Marketing Strategies Price Low High Promotion Rapid- skimming strategy Slow- skimming strategy Rapid- penetration strategy Slow- penetration strategy

Maturity Stage Market Modification Product Modification Marketing-Mix Modification

Decline Stage Increase investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting

Market Evolution Emergence Growth Maturity Decline

Market-Fragmentation and Market-Consolidation Strategies (a) Market-fragmentation stage M C J XYZ K FG L DE AB H (b) Market-consolidation stage X M C AB DE FG JK L YZ H

Review Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution

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