1. 10 Crafting the Brand Positioning
MARKETING STRATEGY 10
Crafting the Brand
Positioning

2. Marketing Strategy
Segmentation
Targeting
Positioning

3. Strategic Positioning
Strategic positioning is about differentiating your company from competitors, in order to attract and maintain a specific customer segment
Identifying the salient (basic / central) features of the product or service
Finding the ideal value of the salient features for the targeted consumer segment
Investigating consumers’ perceptions of the values of the salient features of competitors products

4. Positioning Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
Positioning maps show consumer
perceptions of their brands
versus competing products
on important buying dimensions

5. Positioning Positioning Strategies
Positioning by attribute: associate the product with specific attribute(s) (e.g. energy, reliability, safety, performance)
Positioning by price and quality (e.g. Lidl)
Positioning with respect to use or application (e.g. cereals as a breakfast meal)
Positioning with respect to a competitor / product class (e.g. Avis car rental)

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
e.g. Fed Ex – overnight delivery Nike - performance
Points-of-parity (POPs)
Associations that are not necessarily unique to the brand but may be shared with other brands

8. 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

9. Differentiation Strategies
Product
Personnel
Channel – Design the channels of distribution to achieve coverage, expertise, performance
Image

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

11. Personnel Better trained people exhibit six characteristics:
Competence: posses the required skills & knowledge
Credibility: trustworthy
Reliability: perform the service consistently & accurately
Responsiveness: respond quickly
Communicate effectively

12. Identity and Image Identity: The way a Image: company aims to
identify or
position itself
(The intended message
Must be conveyed through
Every available
Communication channel)
Image:
The way the
public perceives
the company or its
Products
(e.g. Marlboro)

13. Differentiation and Positioning
Identifying Possible Value Differences and
Competitive Advantage
Competitive Advantage is the advantage over competitors gained by offering greater value either through lower prices or by providing more benefits that justify higher prices

14. Product Life Cycle
Introduction
Growth
Maturity
Decline

15. 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.

16. Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services