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MARKETING STRATEGY. 10 Crafting the Brand Positioning. Marketing Strategy. Segmentation Targeting Positioning. Strategic Positioning. Strategic positioning is about differentiating your company from competitors, in order to attract and maintain a specific customer segment

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Presentation Transcript
marketing strategy



Crafting the Brand


marketing strategy1
Marketing Strategy
  • Segmentation
  • Targeting
  • Positioning
strategic positioning
Strategic Positioning

Strategic positioning is about differentiating your company from competitors, in order to attract and maintain a specific customer segment

  • Identifying the salient (basic / central) features of the product or service
  • Finding the ideal value of the salient features for the targeted consumer segment
  • Investigating consumers’ perceptions of the values of the salient features of competitors products

Act of designing the company’s

offering and image to occupy

a distinctive place in the mind of

the target market.

Positioning maps show consumer

perceptions of their brands

versus competing products

on important buying dimensions


Positioning Strategies

  • Positioning by attribute: associate the product with specific attribute(s) (e.g. energy, reliability, safety, performance)
  • Positioning by price and quality (e.g. Lidl)
  • Positioning with respect to use or application (e.g. cereals as a breakfast meal)
  • Positioning with respect to a competitor / product class (e.g. Avis car rental)
writing a positioning statement
Writing a Positioning Statement

Mountain Dew: To young, active

soft-drink consumers who have

little time for sleep, Mountain Dew

is the soft drink that gives you

more energy than any other brand

because it has the

highest level of caffeine.

defining associations
Points-of-difference (PODs)

Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

e.g. Fed Ex – overnight delivery Nike - performance

Points-of-parity (POPs)

Associations that are not necessarily unique to the brand but may be shared with other brands

Defining Associations
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
differentiation strategies
Differentiation Strategies
  • Product
  • Personnel
  • Channel – Design the channels of distribution to achieve coverage, expertise, performance
  • Image
product differentiation
Product form








Ordering ease



Customer training


Product Differentiation

Better trained people exhibit six characteristics:

  • Competence: posses the required skills & knowledge
  • Credibility: trustworthy
  • Reliability: perform the service consistently & accurately
  • Responsiveness: respond quickly
  • Communicate effectively
identity and image
Identity and Image


The way a

company aims to

identify or

position itself

(The intended message

Must be conveyed through

Every available

Communication channel)


The way the

public perceives

the company or its


(e.g. Marlboro)

differentiation and positioning
Differentiation and Positioning

Identifying Possible Value Differences and

Competitive Advantage

  • Competitive Advantage is the advantage over competitors gained by offering greater value either through lower prices or by providing more benefits that justify higher prices
product life cycle
Product Life Cycle
  • Introduction
  • Growth
  • Maturity
  • Decline
facts about life cycles
Facts 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.
marketing program modifications
Marketing Program Modifications
  • Prices
  • Distribution
  • Advertising
  • Sales promotion
  • Services