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TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Maneka B. Malibago September 2011 manekamalibago.blogspot.com

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Page 1: Chapter10 crafting the_brand_positioning_malibago

TOP 10 Learning Questions for

Chapter 10 Crafting the Brand Positioning

Maneka B. Malibago

September 2011

manekamalibago.blogspot.com

Page 2: Chapter10 crafting the_brand_positioning_malibago

1. ______ are associations consumers view as

essential to a legitimate and credible

offering within a certain product or service

category; while ______ are associations

designed to negate competitors’ points-of-

difference.

A. Competitive points-of-parity; category points-of-parity

B. Competitive points-of-difference; category points-of-parity

C. Category points-of-difference; competitive points-of-parity

D. Category points-of-parity; competitive points-of-parity

E. Category points-of-parity; category points-of-difference

2manekamalibago.blogspot.com

Page 3: Chapter10 crafting the_brand_positioning_malibago

POPs are associations not necessarily

unique to the brand but may be shared

with other brands.

3manekamalibago.blogspot.com

Category Points-of-Parity

Associations consumers view as essential to a legitimate and credible offering within a certain product or service category

2 Basic Forms of Associations

Competitive Points-of-Parity

Associations designed to negate competitor’s points-of-difference

Page 4: Chapter10 crafting the_brand_positioning_malibago

4manekamalibago.blogspot.com

Category Points-of-Parity

Associations consumers view as essential to a legitimate and credible offering within a certain product or service category

2 Basic Forms of Associations

Competitive Points-of-Parity

Associations designed to negate competitor’s points-of-difference

For an offering to achieve a POP,

customers must believe the brand

is “good enough."

Choose the right association!

Page 5: Chapter10 crafting the_brand_positioning_malibago

1. ______ are associations consumers view

as essential to a legitimate and credible

offering within a certain product or

service category; while ______ are

associations designed to negate

competitors’ points-of-difference.

A. Competitive points-of-parity; category points-of-parity

B. Competitive points-of-difference; category points-of-parity

C. Category points-of-difference; competitive points-of-parity

D. Category points-of-parity; competitive points-of-parity

E. Category points-of-parity; category points-of-difference

5manekamalibago.blogspot.com

Page 6: Chapter10 crafting the_brand_positioning_malibago

2. __________ is when companies have

better-trained employees, while _______

is when companies craft powerful,

compelling images.

A. Personnel differentiation; Image differentiation

B. Personnel training; Image enhancing

C. Personnel differentiation; Image enhancing

D. Human Resource differentiation ; Image differentiation

E. Human Resource training ; Image differentiation

6manekamalibago.blogspot.com

Page 7: Chapter10 crafting the_brand_positioning_malibago

Brands can be differentiated

thru…

7manekamalibago.blogspot.com

Personnel Differentiation

Channel Differentiation

Image Differentiation

Differentiation Strategies

Page 8: Chapter10 crafting the_brand_positioning_malibago

8manekamalibago.blogspot.com

Companies can have better-

trained employees…

Quality People, Quality

in Everything we do

SGV & Co.

SGV employee

Personnel Differentiation

Page 9: Chapter10 crafting the_brand_positioning_malibago

9manekamalibago.blogspot.com

Companies can effectively and efficiently

design their distribution channels…

ensogo metrodeal

Shakey’s Online Delivery

Channel Differentiation

Page 10: Chapter10 crafting the_brand_positioning_malibago

10manekamalibago.blogspot.com

Companies can craft powerful,

compelling images…

Regency Hotel

For the extreme

adventures

Image Differentiation

Tanduay

For the sexy endorsers

Page 11: Chapter10 crafting the_brand_positioning_malibago

Companies can gain strong competitive

advantage …

11manekamalibago.blogspot.com

Better-trained Employees

Effective & EfficientChannels

Compelling images

Excellent Reputation!

Personnel Differentiation

Channel Differentiation

Image Differentiation

Page 12: Chapter10 crafting the_brand_positioning_malibago

2. __________ is when companies have a

better-trained employees, while _______

is when companies craft powerful,

compelling images.

A. Personnel differentiation; Image differentiation

B. Personnel training; Image enhancing

C. Personnel differentiation; Image enhancing

D. Human Resource differentiation ; Image differentiation

E. Human Resource training ; Image differentiation

12manekamalibago.blogspot.com

Page 13: Chapter10 crafting the_brand_positioning_malibago

3. __________aims at increasing the

product’s functional performance;

while ____________ aims at increasing

the product’s aesthetic appeal.

A. Feature improvement; style improvement

B. Quality improvement; feature improvement

C. Quality improvement; style improvement

D. Feature improvement; quality improvement

E. Style improvement ; feature improvement

13manekamalibago.blogspot.com

Page 14: Chapter10 crafting the_brand_positioning_malibago

There are ways to change the

course for a brand…

14manekamalibago.blogspot.com

Product Modification

Quality Improvement

Feature Improvement

Style Improvement

superior

Relevant features

Style

Page 15: Chapter10 crafting the_brand_positioning_malibago

There are ways to change the

course for a brand…

15manekamalibago.blogspot.com

Product Modification

Quality Improvement

superior

Increasing the product’s functional performance

New & improved Sunsilk

Page 16: Chapter10 crafting the_brand_positioning_malibago

There are ways to change the

course for a brand…

16manekamalibago.blogspot.com

Product Modification

Feature Improvement

Relevant features

aggressive new 3D tread pattern was developed for unparallel traction on any surface and weather condition

Sandugo --- Grappler™ Outsole

Adding new features that expands performance

Page 17: Chapter10 crafting the_brand_positioning_malibago

There are ways to change the

course for a brand…

17manekamalibago.blogspot.com

Product Modification

Style Improvement

Style

New Simot-Sulit Bottles

Increasing product’s aesthetic appeal

Page 18: Chapter10 crafting the_brand_positioning_malibago

18manekamalibago.blogspot.com

Product Modification

Quality Improvement

superior

Increasing the product’s functional performance

New & improved Sunsilk

Companies must find ways to offer new

value to customers with its existing

products/services

Quality = Excellent Performance !

Page 19: Chapter10 crafting the_brand_positioning_malibago

19manekamalibago.blogspot.com

Product Modification

Style Improvement

Style

New Simot-Sulit Bottles

Increasing product’s aesthetic appeal

Companies must find ways to offer new

value to customers with its existing

products/services.

Style = Aesthetic !

Page 20: Chapter10 crafting the_brand_positioning_malibago

3. __________aims at increasing the

product’s functional performance

while ____________ aims at increasing

the product’s aesthetic appeal.

A. Feature improvement; style improvement

B. Quality improvement; feature improvement

C. Quality improvement; style improvement

D. Feature improvement; quality improvement

E. Style improvement ; feature improvement

20manekamalibago.blogspot.com

Page 21: Chapter10 crafting the_brand_positioning_malibago

4. Which of the following is true?

A. The typical approach to positioning is to inform competitors of a brand’s membership before stating its point-of-difference.

B. There are four main ways to convey a brand’s category membership.

C. Announcing category benefits is not among the main ways to convey a brand’s category membership.

D. The product descriptor that follows the brand name is often a concise means of conveying category membership.

E. Unfamiliar brands in a category can also help a brand

specify its category membership.

21manekamalibago.blogspot.com

Page 22: Chapter10 crafting the_brand_positioning_malibago

What is positioning?

22manekamalibago.blogspot.com

Positioning is… company

andto occupy

designing offer

image

minds of target market

Page 23: Chapter10 crafting the_brand_positioning_malibago

Positioning requires determination

of…

23manekamalibago.blogspot.com

Competitive Frame of Reference

Points-of-Parity

Points-of-Difference

1

2

3

Page 24: Chapter10 crafting the_brand_positioning_malibago

24manekamalibago.blogspot.com

First, communicate by establishing

category membership thru…

3 Ways of Communicating Category Membership

Announcing category benefits

Comparing to exemplars

Relying on the product descriptor

Communicate to the customers!!!

Page 25: Chapter10 crafting the_brand_positioning_malibago

25manekamalibago.blogspot.com

Announcing category benefits

to reassure consumers that a brand will deliver on the fundamental reason for using a category, marketers frequently use benefits to announce category membership

Communicating the benefits of the

products/services

Page 26: Chapter10 crafting the_brand_positioning_malibago

26manekamalibago.blogspot.com

Comparing to exemplars

Compare to established leaders

in the same category

Well-known, noteworthy brands in a category can help a brand specify its category membership

VS

Page 27: Chapter10 crafting the_brand_positioning_malibago

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Relying on the product descriptor

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Sandugo All-Terrain Adventure Sandals

Proper product descriptor to

convey category membership

Page 28: Chapter10 crafting the_brand_positioning_malibago

28manekamalibago.blogspot.com

Relying on the product descriptor

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Sandugo All-Terrain Adventure Sandals

Proper product descriptor to

convey category membership!

Directly relate to the product!

Page 29: Chapter10 crafting the_brand_positioning_malibago

4. Which of the following is true?

A. The typical approach to positioning is to inform competitors of a brand’s membership before stating its point-of-difference.

B. There are four main ways to convey a brand’s category membership.

C. Announcing category benefits is not among the main ways to convey a brand’s category membership.

D. The product descriptor that follows the brand name is often a concise means of conveying category membership.

E. Unfamiliar brands in a category can also help a brand

specify its category membership.

29manekamalibago.blogspot.com

Page 30: Chapter10 crafting the_brand_positioning_malibago

5. Which of the following is false?

A. All marketing strategy is built on STP – segmentation, targeting, and positioning.

B. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.

C. The result of positioning is the successful creation of a company-focused value proposition.

D. Positioning requires that similarities and differences between brands be defined and communicated.

E. Everyone in the organization should understand the brand positioning and use it as context for making decisions.

30manekamalibago.blogspot.com

Page 31: Chapter10 crafting the_brand_positioning_malibago

All marketing strategy is built on

STP

31manekamalibago.blogspot.com

Segmentation

Targeting

Positioning

Page 32: Chapter10 crafting the_brand_positioning_malibago

What is positioning?

32manekamalibago.blogspot.com

Positioning is… company

andto occupy

designing offer

image

minds of target market

Page 33: Chapter10 crafting the_brand_positioning_malibago

A good brand positioning….

33manekamalibago.blogspot.com

results to successful creation of a customer-focused value proposition

requires that similarities and differences between brands be defined and communicated

Everyone in the organization should understand the brand positioning and use it as context for making decisions.

Page 34: Chapter10 crafting the_brand_positioning_malibago

A good brand positioning….

34manekamalibago.blogspot.com

results to successful creation of a customer-focused value proposition

requires that similarities and differences between brands be defined and communicated

Everyone in the organization should understand the brand positioning and use it as context for making decisions.

Always think of the target customers & its value to them!

Page 35: Chapter10 crafting the_brand_positioning_malibago

5. Which of the following is false?

A. All marketing strategy is built on STP – segmentation, targeting, and positioning.

B. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.

C. The result of positioning is the successful creation of a company-focused value proposition.

D. Positioning requires that similarities and differences between brands be defined and communicated.

E. Everyone in the organization should understand the brand positioning and use it as context for making decisions.

35manekamalibago.blogspot.com

Page 36: Chapter10 crafting the_brand_positioning_malibago

6. Which of the following is false?

A. Products have a limited life.

B. Product sales pass through distinct stages.

C. Profits rise and fall at different stages of the product life cycle.

D. Products require different marketing, financial, manufacturing, purchasing, and human resources strategies in each life-cycle stage.

E. All products exhibit a bell-shaped product life cycle curve.

36manekamalibago.blogspot.com

Page 37: Chapter10 crafting the_brand_positioning_malibago

Claims of Product Life Cycles (PLC)

Products have a limited life

Product sales pass through distinct stages each with different challenges and opportunities

Profits rise and fall at different stages

Products require different strategies in each life cycle stage

37manekamalibago.blogspot.com

Page 38: Chapter10 crafting the_brand_positioning_malibago

Common Product Life-Cycle

Patterns (Alternate Patterns)

38manekamalibago.blogspot.com

(a) Growth-Slump-Maturity Pattern

(b) Cycle-Recycle Pattern

(c) Scalloped Pattern

Not all products exhibit a bell-shaped PLC

Page 39: Chapter10 crafting the_brand_positioning_malibago

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(a) Growth-Slump-Maturity Pattern

(b) Cycle-Recycle Pattern

(c) Scalloped Pattern

Not all products exhibit a bell-shaped PLC

The bell shaped curve is not always the case indicative of a product!

Page 40: Chapter10 crafting the_brand_positioning_malibago

6. Which of the following is false?

A. Products have a limited life.

B. Product sales pass through distinct stages.

C. Profits rise and fall at different stages of the product life cycle.

D. Products require different marketing, financial, manufacturing, purchasing, and human resources strategies in each life-cycle stage.

E. All products exhibit a bell-shaped product life cycle curve.

40manekamalibago.blogspot.com

Page 41: Chapter10 crafting the_brand_positioning_malibago

7. Which of the following is true?

A. All studies indicate that the market pioneer gains the greatest advantage.

B. The introduction stage is marked by a rapid climb in sales.

C. The maturity stage normally lasts longer than the previous stage and poses big challenges to marketing management.

D. The growth stage divides into three phases: growth, stable, and decaying.

E. As sales and profits drop, all firms withdraw from the market.

41manekamalibago.blogspot.com

Page 42: Chapter10 crafting the_brand_positioning_malibago

Products has a life cycle divided

into 4 stages…

42manekamalibago.blogspot.com

2nd

1st

3rd4th

seedling

Growing plant

Mature plant

Withered plant

Page 43: Chapter10 crafting the_brand_positioning_malibago

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INTRODUCTION

1st

seedling

Most studies indicate that the market pioneer gains the greatest advantage

To be first can be rewarding…

Sources of Pioneer Advantage:

Users recall pioneer’s brand name if satisfied

Establishes the attributes the product should possess

Captures more users since center of the market

More effective marketing spending and enjoy higher rates of consumer repeat purchases

Product Life-Cycles (PLC) : Introduction Stage

Page 44: Chapter10 crafting the_brand_positioning_malibago

Companies must sustain rapid

growth…

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GROWTH

2nd

Growing plant

Marked by rapid climb in salesEarly adopters like the productAdditional consumers start buyingNew competitors enter, attracted by

opportunitiesNew product features & expand

distribution

Characteristics:

Product Life-Cycles (PLC) : Growth Stage

Faced by trade-off between high market share and high current profit

Page 45: Chapter10 crafting the_brand_positioning_malibago

Lasts longer than previous stages

and possess big challenges…

45manekamalibago.blogspot.com

MATURITY

3rd

Mature plant

Product Life-Cycles (PLC) : Maturity Stage

3 Phases of Maturity Stage

1. Growth

Sales growth starts to declineNo new distribution channelNew competitive forces emerge

2. Stable

Sales flatten due to market saturation

Page 46: Chapter10 crafting the_brand_positioning_malibago

Lasts longer than previous stages

and possess big challenges…

46manekamalibago.blogspot.com

MATURITY

3rd

Mature plant

Product Life-Cycles (PLC) : Maturity Stage

3 Phases of Maturity Stage

Some companies abandon weaker products to concentrate on more profitable and new

products.

3. Decaying maturity

Absolute level of sales starts to decline

Customers begin switching to other products

Page 47: Chapter10 crafting the_brand_positioning_malibago

The appropriate strategy depends on

the industry’s relative attractiveness

and the company’s competitive strength

47manekamalibago.blogspot.com

DECLINE

4th

5 Options

1. Increase firm’s investment 2. Maintain the firm’s investment level 3. Decrease the firm’s investment level

selectively4. Harvesting the firm’s investment5. Divesting the business quickly

Withered plant

As sales and profits drop, some firms withdraw from the market.

Page 48: Chapter10 crafting the_brand_positioning_malibago

Lasts longer than previous stages

and possess big challenges…

48manekamalibago.blogspot.com

MATURITY

3rd

Mature plant

Product Life-Cycles (PLC) : Maturity Stage

3 Phases of Maturity Stage

Some companies abandon weaker products to concentrate on more profitable and new

products.

3. Decaying maturity

Absolute level of sales starts to decline

Customers begin switching to other products

Page 49: Chapter10 crafting the_brand_positioning_malibago

7. Which of the following is true?

A. All studies indicate that the market pioneer gains the greatest advantage.

B. The introduction stage is marked by a rapid climb in sales.

C. The maturity stage normally lasts longer than the previous stage and poses big challenges to marketing management.

D. The growth stage divides into three phases: growth, stable, and decaying.

E. As sales and profits drop, all firms withdraw from the market.

49manekamalibago.blogspot.com

Page 50: Chapter10 crafting the_brand_positioning_malibago

8. Which of the following is not among

the characteristics of the introduction

stage?

A. Low sales

B. High cost per customer

C. Early adopters

D. Innovators

E. Rising Profits

50manekamalibago.blogspot.com

Page 51: Chapter10 crafting the_brand_positioning_malibago

51manekamalibago.blogspot.com

Summary of PLC Characteristics

Introduction Growth Maturity Decline

Sales Low sales Rapidly rising

sales

Peak sales Declining

Sales

Costs High cost

per customer

Average cost

per customer

Low cost per

customer

Low cost per

customer

Profits Negative Rising profits High profits Declining

numbers

Customers Innovators Early

adopters

Middle majority Laggards

Competitor Few Growing

number

Stable no.

beginning to

decline

Declining

number

Page 52: Chapter10 crafting the_brand_positioning_malibago

52manekamalibago.blogspot.com

Early adopters influence others

(consumers) to buy the products.

Introduction Growth Maturity Decline

Sales Low sales Rapidly rising

sales

Peak sales Declining

Sales

Costs High cost

per customer

Average cost

per customer

Low cost per

customer

Low cost per

customer

Profits Negative Rising profits High profits Declining

numbers

Customers Innovators Early

adopters

Middle majority Laggards

Competitor Few Growing

number

Stable no.

beginning to

decline

Declining

number

Early adopters is a characteristics under growth stage!

Page 53: Chapter10 crafting the_brand_positioning_malibago

8. Which of the following is not among

the characteristics of the introduction

stage?

A. Low sales

B. High cost per customer

C. Early adopters

D. Innovators

E. Rising Profits

53manekamalibago.blogspot.com

Page 54: Chapter10 crafting the_brand_positioning_malibago

9. In a _____ pattern of the product life

cycle, sales pass through a

succession of life cycles based on the

discovery of new product

characteristics, uses, or users.

A. Growth-slump-maturity pattern

B. Cycle-recycle pattern

C. Petrified

D. Fashion

E. Scalloped PLC

54manekamalibago.blogspot.com

Page 55: Chapter10 crafting the_brand_positioning_malibago

Products have a life cycle

divided into 4 stages…

55manekamalibago.blogspot.com

2nd

1st

3rd4th

seedling

Growing plant

Mature plant

Withered plant

Page 56: Chapter10 crafting the_brand_positioning_malibago

Common Product Life-Cycle

Patterns

56manekamalibago.blogspot.com

(a) Growth-Slump-Maturity Pattern

(b) Cycle-Recycle Pattern

(c) Scalloped Pattern

Not all products exhibit a bell-shaped PLC

Page 57: Chapter10 crafting the_brand_positioning_malibago

Characteristics of the patterns…

57manekamalibago.blogspot.com

(a) Growth-Slump-Maturity Pattern

(b) Cycle-Recycle Pattern

(c) Scalloped Pattern

Sales grow then fall to a sustained petrified level

Promotion then sales start declining then another promotion

Sales pass through a succession of life cycles

Use PLC to develop strategies!

Page 58: Chapter10 crafting the_brand_positioning_malibago

Characteristics of the patterns…

58manekamalibago.blogspot.com

(a) Growth-Slump-Maturity Pattern

(b) Cycle-Recycle Pattern

(c) Scalloped Pattern

Sales grow then fall to a sustained petrified level

Promotion then sales start declining then another promotion

Sales pass through a succession of life cycles

There is succession of life cycles due to discoveries of new product characteristics, uses, or users! over

time!

Page 59: Chapter10 crafting the_brand_positioning_malibago

9. In a _____ pattern of the product life

cycle, sales pass through a

succession of life cycles based on the

discovery of new product

characteristics, uses, or users.

A. Growth-slump-maturity pattern

B. Cycle-recycle pattern

C. Petrified

D. Fashion

E. Scalloped PLC

59manekamalibago.blogspot.com

Page 60: Chapter10 crafting the_brand_positioning_malibago

10. __________ calls for gradually

reducing a product and business's

costs while trying to maintain sales.

A. Maintaining

B. Harvesting

C. Reduction

D. Divestment

E. Banishing

60manekamalibago.blogspot.com

Page 61: Chapter10 crafting the_brand_positioning_malibago

A company may choose the

appropriate strategy in the Decline

phase…

61manekamalibago.blogspot.com

DECLINE

4th

Harvesting

It may consider…

Withered plant

calls for gradually reducing a product or business’ costs while trying to maintain sales

Cut R&D costs

Cut plant and equipment investment

Page 62: Chapter10 crafting the_brand_positioning_malibago

A company may choose the

appropriate strategy in the Decline

Phase

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DECLINE

4th

Harvesting

It may consider…

Withered plant

Mature products warrant this strategy.

Substantially increase the company’s current cash flow

Page 63: Chapter10 crafting the_brand_positioning_malibago

Harvesting the firm’s investment to

recover cash quickly….increasing

income while reducing costs!

63manekamalibago.blogspot.com

DECLINE

4th

Harvesting

It may consider…

Withered plant

calls for gradually reducing a product or business’ costs while trying to maintain sales

Page 64: Chapter10 crafting the_brand_positioning_malibago

10. __________ calls for gradually

reducing a product and business's

costs while trying to maintain sales.

A. Maintaining

B. Harvesting

C. Reduction

D. Divestment

E. Banishing

64manekamalibago.blogspot.com

Page 65: Chapter10 crafting the_brand_positioning_malibago

TOP 10 Learning Questions for

Chapter 10 Crafting the Brand Positioning

Maneka B. Malibago

September 2011

manekamalibago.blogspot.com