Kotler Keller. Marketing Management 14e

Transcription

1 Phillip Kevin Lane Kotler Keller Marketing Management 14e

2 Cra$ing the Brand Posi1on

3 Discussion Ques1ons 1. How can a firm develop and establish an effec1ve posi1oning in the market? 2. How do marketers iden1fy and analyze compe11on? 3. How are brands successfully differen1ated? 4. What are the differences in posi1oning and branding with a small business? Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 3 of 24

4 Marke1ng Strategy Segmenta1on Targe1ng Posi1oning S T P Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 4 of 24

5 Posi1oning The act of designing a company s offering and image to occupy a dis1nc1ve place in the minds of the target market. Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 5 of 24

6 Brand Posi1oning Quality E G Brand A D Price Customer wants and needs Company capabili1es Compe11ve ac1ons F B C Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 6 of 24

7 Value Proposi1on What the brand is What the brand could be Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 7 of 24

8 Value Proposi1on Examples Company (Product) Target Customers Key Benefit Price Premium Value Proposi;on Perdue (chicken) Quality- conscious consumers Tenderness 10% More tender golden chicken at a moderate price Volvo (sta1on wagons) Safety- conscious upscale families Durability and safety 20% The safest, most durable wagon in which your family can ride. Domino s (pizza) Convenience- minded pizza lovers Delivery speed and good quality 15% A good hot pizza, delivered promptly to your door, at a moderate price. Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 8 of 24

9 Brand Posi1oning Frame of Reference Points of parity / difference Brand mantra Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 9 of 24

10 Compe11ve Frame of Reference Iden1fying Compe1tors Analyzing Compe1tors Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 10 of 24

11 Points of Parity / Difference Points of Parity POP Points of Difference POD Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 11 of 24

12 Choosing POPs and PODs Brand Benefits Brand Adributes Reasons to believe Proof points Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 12 of 24

13 Hypothetical Perceptual Map (a) Current Perceptions Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 13 of 24

14 Hypothetical Perceptual Map (b) Possible Repositioning Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 14 of 24

15 Brand Mantras Nike authen1c athle1c performance Disney fun family entertainment Brand Mantra Criteria: Communicate Simplify Inspire Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 15 of 24

16 Establishing Brand Posi1oning Communicate Internally Category Membership Category Benefits Compare to exemplars Product descriptor Points of parity Points of difference Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 16 of 24

17 Brand Posi1oning Bull s- eye Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 17 of 24

18 Differen1a1on Strategies Compe;;ve Advantage Sustainable Leverageable Customer Advantage Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 18 of 24

19 Means of Differen1a1on Employees Channels Image Services Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 19 of 24

20 Emo1onal Branding Lovemarks Mystery Sensuality In1macy Emo1onal Ra1onal Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 20 of 24

21 Emo1onal Branding Share of Market Share of Mind Share of Heart Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 21 of 24

22 Emo1onal Branding Market Share Mind Share Heart Share Compe1tor A 50% 47% 44% 60% 58% 54% 45% 42% 30% Compe1tor B Compe1tor C Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 22 of 24

23 Alterna1ve Posi1oning Approaches Brand Narra1ves / Storytelling Brand Journalism Cultural Branding Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 23 of 24

24 Small Business Posi1oning Crea1ve, low- cost research Focus on fewer, stronger brands Integrated brand elements Create buzz Build a brand community Secondary associa1ons Crea1vity Copyright 2012 Pearson Educa1on, Inc. Publishing as Pren1ce Hall Slide 24 of 24