1. MARKETING MANAGEMENT 12th edition10
Crafting the Brand
Positioning
Kotler Keller

2. 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?

3. Marketing Strategy
Segmentation
Targeting
Positioning

4. Positioning Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.

5. Value Propositions Perdue Chicken Domino’s
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

6. Writing a Positioning Statement
Mountain Dew: To young, active
soft-drink consumers who have
little time for sleep, Mountain Dew
is the soft drink that gives you
more energy than any other brand
because it has the
highest level of caffeine.

7. Defining Associations
Points-of-difference (PODs)
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 (POPs)
Associations that are not necessarily unique to the brand but may be shared with other brands

8. Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor

9. Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability

10. Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability

11. Examples of Negatively Correlated Attributes and Benefits
Low-price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe
Strong vs. Refined
Ubiquitous vs. Exclusive
Varied vs. Simple

12. Addressing Negatively Correlated PODs and POPs
Present separately
Leverage equity of another entity
Redefine the relationship

13. Differentiation Strategies
Product
Personnel
Channel
Image

14. Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance

15. Identity and Image Identity: The way a company aims to identify or
position itself
Image:
The way the
public perceives
the company or its
products

16. Product Life Cycle
Introduction
Growth
Maturity
Decline

17. Facts about Life Cycles
Products have a limited life.
Product sales pass through distinct stages.
Profits rise and fall at different stages.
Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.

18. Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services

19. Market Evolution Stages
Emergence
Growth
Maturity
Decline

20. Emerging Markets
Latent
Single-niche
Multiple-niche
Mass-market