CH10CraftingtheBrandPositioning市场营销,科特勒,英文版.ppt

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1、MARKETING MANAGEMENT12th edition10 Crafting the Brand PositioningKotlerKellerChapter QuestionsnHow can a firm choose and communicate an effective positioning in the market?nHow are brands differentiated?nWhat marketing strategies are appropriate at each stage of the product life cycle?nWhat are the

2、implications of market evolution for marketing strategies?2Marketing StrategynSegmentationnTargetingnPositioning3PositioningAct of designing the companysoffering and image to occupya distinctive place in the mind ofthe target market.4Value PropositionsnPerdue ChickenMore tender golden chicken at a m

3、oderate premium pricenDominosA good hot pizza,delivered to your door within 30 minutes of ordering,at a moderate price5Writing 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

4、brandbecause it has the highest level of caffeine.6Defining AssociationsPoints-of-difference(PODs)nAttributes 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)nAssociations that

5、are not necessarily unique to the brand but may be shared with other brands7Conveying Category MembershipnAnnouncing category benefitsnComparing to exemplarsnRelying on the product descriptor8Consumer Desirability Criteria for PODsnRelevancenDistinctivenessnBelievability9Deliverability Criteria for

6、PODsnFeasibilitynCommunicabilitynSustainability10Examples of Negatively Correlated Attributes and BenefitsnLow-price vs.High qualitynTaste vs.Low caloriesnNutritious vs.Good tastingnEfficacious vs.MildnPowerful vs.SafenStrong vs.RefinednUbiquitous vs.ExclusivenVaried vs.Simple11Addressing Negatively

7、 Correlated PODs and POPsnPresent separatelynLeverage equity of another entitynRedefine the relationship12Differentiation StrategiesnProductnPersonnelnChannelnImage13Product DifferentiationnProduct formnFeaturesnPerformancenConformancenDurabilitynReliabilitynReparabilitynStylenDesignnOrdering easenD

8、eliverynInstallationnCustomer trainingnCustomer consultingnMaintenance14Identity and ImageIdentity:The way acompany aims to identify or position itselfImage:The way thepublic perceivesthe company or itsproducts15Product Life CyclenIntroductionnGrowthnMaturitynDecline16Facts about Life CyclesnProduct

9、s have a limited life.nProduct sales pass through distinct stages.nProfits rise and fall at different stages.nProducts require different marketing,financial,manufacturing,purchasing,and human resource strategies in each stage.17Marketing Program ModificationsnPricesnDistributionnAdvertisingnSales promotionnServices18Market Evolution StagesnEmergencenGrowthnMaturitynDecline19Emerging MarketsnLatentnSingle-nichenMultiple-nichenMass-market20