1. 10-1 MARKETING MANAGEMENT Canadian Twelfth Edition 10 Crafting the Brand Positioning

2. 10-2 Chapter Questions How are brands differentiated? How can a firm choose and communicate an effective positioning in the market? What are the implications of market evolution for marketing strategies?

3. 10-3 Marketing Strategy Segmentation Targeting Positioning

4. 10-4 Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

5. 10-5 Cigarettes

6. 10-6

7. 10-7

8. 10-8

9. 10-9

10. 10-10

11. 10-11

12. 10-12

13. 10-13

14. 10-14

15. 10-15

16. 10-16

17. 10-17

18. 10-18

19. 10-19

20. 10-20

21. 10-21 Positions? Pizza places? Bars? Grocery stores?

22. 10-22 Positioning

23. 10-23

24. 10-24 A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

25. 10-25 Defining Associations Points-of-parity (POPs) Points-of-difference (PODs)

26. 10-26 Consumer Desirability Criteria Relevance Distinctiveness Believability

27. 10-27 Deliverability Criteria for PODs Feasibility Communicability Sustainability

28. 10-28 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

29. 10-29 Addressing negatively correlated PODs and POPs Present separately Leverage equity of another entity Redefine the relationship

30. 10-30 Image Differentiation

31. 10-31 Product Life Cycle

32. 10-32 Theories 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.

33. 10-33 Product in Decline

34. 10-34 Market Evolution Stages EmergenceGrowth MaturityDecline

35. 10-35 Maturity Strategies

36. 10-36 Activity Do brands have finite lives? Take a position: 1.Brands can last forever. 2. Brands will eventually be obsolete.