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Crafting

the Brand Positioning

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Chapter Questions

How can a firm choose andcommunicate an effective positioning inthe market?

How are brands differentiated? What marketing strategies are

appropriate at each stage of theproduct life cycle?

What are the implications of marketevolution for marketing strategies?

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Defining Associations

Points-of-difference

(PODs)

Attributes or benefits

consumers strongly

associate with a

brand, positively

evaluate, andbelieve they could

not find to the same

extent with a

competitive brand

Points-of-parity

(POPs)

Associations thatare not necessarily

unique to the brand

but may be shared

with other brands

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Conveying Category

Membership

Announcing category benefits

Comparing to exemplars

Relying on the productdescriptor

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ConsumerDesirability Criteria for PODs

Relevance

Distinctiveness

Believability

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Deliverability Criteria for PODs

Feasibility

Communicability

Sustainability

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Differentiation Strategies

Product

Channel Image

Personnel

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Product Differentiation

Product form

Features

Performance

Conformance

Durability

Reliability

Reparability

Style

Design

Ordering ease Delivery

Installation

Customer training

Customer

consulting

Maintenance

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Claims of Product Life

Cycles Products have a limited life

Product sales pass through distinct

stages each with different challengesand opportunities

Profits rise and fall at different stages

Products require different strategies ineach life cycle stage

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Figure 10.1 Sales and

Product Life Cycle

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Figure 10.2 Common

Product Life-Cycle Patterns

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Figure 10.3 Style, Fashion,

andF

ad Life Cycles

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Figure 10.4 Long-Range Product

Market Expansion Strategy

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Strategies for Sustaining

Rapid Market Growth

Improve product quality, add new features,

and improve styling

Add new models and flanker products

Enter new market segments

Increase distribution coverage

Shift from product-awareness advertising to

product-preference advertising

Lower prices to attract the next layer of

price-sensitive buyers

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Stages in the Maturity Stage

Growth StableDecaying

maturity

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Marketing Program

ModificationsPrices

Distribution

Advertising

Sales promotion

Services

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Ways to Increase Sales

Volume Convert nonusers

Enter new market segments

Attract competitors customers

Have consumers use the product onmore occasions

Have consumers use more of the

product on each occasion Have consumers use the product in

new ways

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Market Evolution Stages

Emergence Growth

Maturity Decline

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Emerging Markets

Latent

Single-niche

Multiple-niche

Mass-marketZibbie Zone is one of several

virtual worlds tied to toys

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Figure 10.5 Maturity Strategies