CHCraftingtheBrandPositioning市场营销科特勒英文实用.pptx

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1、10-1Marketing StrategySegmentationTargetingPositioning第1页/共19页10-2PositioningAct of designing the companysoffering and image to occupya distinctive place in the mind ofthe target market.第2页/共19页10-3Value PropositionsPerdue ChickenMore tender golden chicken at a moderate premium priceDominosA good ho

2、t pizza,delivered to your door within 30 minutes of ordering,at a moderate price第3页/共19页10-4Writing a Positioning StatementMountain Dew:To young,activesoft-drink consumers who havelittle time for sleep,Mountain Dewis the soft drink that gives youmore energy than any other brandbecause it has the hig

3、hest level of caffeine.第4页/共19页10-5Defining AssociationsPoints-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 brandPoints-of-parity(POPs)Associations that are not necessaril

4、y unique to the brand but may be shared with other brands第5页/共19页10-6Conveying Category MembershipAnnouncing category benefitsComparing to exemplarsRelying on the product descriptor第6页/共19页10-7Consumer Desirability Criteria for PODsRelevanceDistinctivenessBelievability第7页/共19页10-8Deliverability Crit

5、eria for PODsFeasibilityCommunicabilitySustainability第8页/共19页10-9Examples of Negatively Correlated Attributes and BenefitsLow-price vs.High qualityTaste vs.Low caloriesNutritious vs.Good tastingEfficacious vs.MildPowerful vs.SafeStrong vs.RefinedUbiquitous vs.ExclusiveVaried vs.Simple第9页/共19页10-10Ad

6、dressing Negatively Correlated PODs and POPsPresent separatelyLeverage equity of another entityRedefine the relationship第10页/共19页10-11Differentiation StrategiesProductPersonnelChannelImage第11页/共19页10-12Product DifferentiationProduct formFeaturesPerformanceConformanceDurabilityReliabilityReparability

7、StyleDesignOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance第12页/共19页10-13Identity and ImageIdentity:The way acompany aims to identify or position itselfImage:The way thepublic perceivesthe company or itsproducts第13页/共19页10-14Product Life CycleIntroductionGrowthMaturit

8、yDecline第14页/共19页10-15Facts about Life CyclesProducts 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.第15页/共19页10-16Marketing Program ModificationsPricesDistributionAdvertisingSales promotionServices第16页/共19页10-17Market Evolution StagesEmergenceGrowthMaturityDecline第17页/共19页10-18Emerging MarketsLatentSingle-nicheMultiple-nicheMass-market第18页/共19页10-19感谢您的欣赏！第19页/共19页