Transcript Chapter

Phillip
Kevin Lane
Kotler • Keller
Marketing Management • 14e
Crafting the Brand Position
Discussion Questions
1. How can a firm develop and establish
an effective positioning in the market?
2. How do marketers identify and analyze
competition?
3. How are brands successfully
differentiated?
4. What are the differences in positioning
and branding with a small business?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 3 of 24
Marketing Strategy
Segmentation
Targeting
Positioning
S T P
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 4 of 24
Positioning
The act of designing a company’s
offering and image to occupy a
distinctive place in the minds of the
target market.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 5 of 24
Brand Positioning
Quality
• Customer wants and needs
Brand A
• Company capabilities
Price
• Competitive actions
D
E
G
F
B
C
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 6 of 24
Value Proposition
What the
brand is
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
What the
brand
could be
Slide 7 of 24
Value Proposition Examples
Company
(Product)
Target Customers
Key Benefit
Perdue
(chicken)
Quality-conscious
consumers
Tenderness
Volvo
(station
wagons)
Safety-conscious
upscale families
Durability
and safety
Domino’s
(pizza)
Convenienceminded pizza lovers
Delivery
speed and
good quality
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Price
Value Proposition
Premium
10%
More tender golden chicken
at a moderate price
20%
The safest, most durable
wagon in which your family
can ride.
15%
A good hot pizza, delivered
promptly to your door, at a
moderate price.
Slide 8 of 24
Brand Positioning
Frame of Reference
Points of parity / difference
Brand mantra
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 9 of 24
Competitive Frame of Reference
Identifying Competitors
Analyzing Competitors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 10 of 24
Points of Parity / Difference
Points of Parity
POP
Points of Difference
POD
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 11 of 24
Choosing POPs and PODs
Brand Benefits
Brand Attributes
Reasons
to believe
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Proof
points
Slide 12 of 24
Hypothetical Perceptual Map
(a) Current Perceptions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 13 of 24
Hypothetical Perceptual Map
(b) Possible Repositioning
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 14 of 24
Brand Mantras
Nike – “authentic athletic performance”
Disney – “fun family entertainment”
Brand Mantra Criteria:
• Communicate
• Simplify
• Inspire
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 15 of 24
Establishing Brand Positioning
Communicate
Internally
Category Membership
• Category Benefits
• Compare to exemplars
• Product descriptor
Points of difference
Points of parity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 16 of 24
Brand Positioning Bull’s-eye
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 17 of 24
Differentiation Strategies
Competitive Advantage
Sustainable
Leverageable
Customer Advantage
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 18 of 24
Means of Differentiation
Employees
Channels
Image
Services
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 19 of 24
Emotional Branding
Lovemarks
• Mystery
• Sensuality
• Intimacy
Emotional
Rational
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 20 of 24
Emotional Branding
Share of Market
Share of Mind
Share of Heart
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 21 of 24
Emotional Branding
Market Share
Mind Share
Heart Share
2011 2012 2013 2011 2012 2013 2011 2012 2013
Competitor A
50%
47%
44%
60%
58%
54%
45%
42%
30%
Competitor B
30
34
37
30
31
35
44
47
53
Competitor C
20
19
19
10
11
11
11
11
8
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 22 of 24
Alternative Positioning Approaches
Brand Narratives / Storytelling
Brand Journalism
Cultural Branding
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 23 of 24
Small Business Positioning
•
•
•
•
•
•
Creative, low-cost research
Focus on fewer, stronger brands
Integrated brand elements
Create buzz
Build a brand community
Secondary associations
Creativity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 24 of 24