marketing management l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
MARKETING MANAGEMENT PowerPoint Presentation
Download Presentation
MARKETING MANAGEMENT

Loading in 2 Seconds...

play fullscreen
1 / 36

MARKETING MANAGEMENT - PowerPoint PPT Presentation


  • 331 Views
  • Uploaded on

MARKETING MANAGEMENT. 10 Crafting the Brand Positioning. Chapter Questions. How are brands differentiated? How can a firm choose and communicate an effective positioning in the market? What are the implications of market evolution for marketing strategies?. Marketing Strategy.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'MARKETING MANAGEMENT' - Leo


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
marketing management

MARKETING MANAGEMENT

10

Crafting the Brand

Positioning

chapter questions
Chapter Questions
  • How are brands differentiated?
  • How can a firm choose and communicate an effective positioning in the market?
  • What are the implications of market evolution for marketing strategies?
marketing strategy
Marketing Strategy

Segmentation

Targeting

Positioning

positioning
Positioning

Designing the company’s

offering and image for

a distinctive place in the mind of

the target market.

cigarettes

Cigarettes

Cigarettes

positions
Positions?
  • Pizza places?
  • Bars?
  • Grocery stores?
a positioning statement
A Positioning Statement

To young, active

soft-drink consumers

with little time for sleep,

Mountain Dew

is the soft drink that gives you energy

because it has the most caffeine.

consumer desirability criteria
Consumer Desirability Criteria

Relevance

Distinctiveness

Believability

deliverability criteria for pods
Deliverability Criteria for PODs

Feasibility

Communicability

Sustainability

examples of negatively correlated attributes and benefits
Low-price vs. High quality

Taste vs. Low calories

Nutritious vs. Good tasting

Efficacious vs. Mild

Powerful vs. Safe

Strong vs. Refined

Ubiquitous vs. Exclusive

Varied vs. Simple

Examples of Negatively Correlated Attributes and Benefits
addressing negatively correlated pods and pops
Addressing negatively correlated PODs and POPs
  • Present separately
  • Leverage equity of another entity
  • Redefine the relationship
theories about life cycles
Theories about Life Cycles
  • Products have a limited life.
  • Product sales pass through distinct stages.
  • Profits rise and fall at different stages.
  • Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.
market evolution stages
Market Evolution Stages

Emergence

Growth

Maturity

Decline

activity
Activity
  • Do brands have finite lives?

Take a position:

  • Brands can last forever.

2. Brands will eventually be obsolete.