Kotler Keller PhillipKevin Lane Marketing Management 14e. - презентация

1 Kotler Keller PhillipKevin Lane Marketing Management 14e

2 Crafting the Brand Position Chapter 10

3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 of 24 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?

4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 4 of 24 Marketing Strategy TPS SegmentationTargetingPositioning

5 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 5 of 24 The act of designing a companys offering and image to occupy a distinctive place in the minds of the target market. Positioning

6 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 6 of 24 Brand Positioning Customer wants and needs Company capabilities Competitive actions Quality Price Brand A B C D E F G

7 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 7 of 24 Value Proposition What the brand is What the brand could be

8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 8 of 24 Value Proposition Examples Company (Product) Target CustomersKey Benefit Price Premium Value Proposition Perdue (chicken) Quality-conscious consumers Tenderness10% More tender golden chicken at a moderate price Volvo (station wagons) Safety-conscious upscale families Durability and safety 20% The safest, most durable wagon in which your family can ride. Dominos (pizza) Convenience- minded pizza lovers Delivery speed and good quality 15% A good hot pizza, delivered promptly to your door, at a moderate price.

9 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 9 of 24 Brand Positioning Frame of Reference Points of parity / difference Brand mantra

10 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 10 of 24 Competitive Frame of Reference Identifying Competitors Analyzing Competitors

11 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 11 of 24 Points of Parity / Difference Points of Parity POP Points of Difference POD

12 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 12 of 24 Choosing POPs and PODs Brand Benefits Brand Attributes Reasons to believe Proof points

13 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 13 of 24 Figure 10.2 Hypothetical Perceptual Map (a) Current Perceptions

14 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 14 of 24 Figure 10.1 Hypothetical Perceptual Map (b) Possible Repositioning

15 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 15 of 24 Brand Mantras Nike – authentic athletic performance Disney – fun family entertainment Brand Mantra Criteria: Communicate Simplify Inspire

16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 16 of 24 Establishing Brand Positioning Internally Points of difference Communicate Category Membership Category Benefits Compare to exemplars Product descriptor Points of parity

17 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 17 of 24 Brand Positioning Bulls-eye

18 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 18 of 24 Differentiation Strategies Competitive Advantage SustainableLeverageable Customer Advantage

19 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 19 of 24 Means of Differentiation Employees Channels Image Services

20 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 20 of 24 Emotional Branding Emotional Rational Lovemarks Mystery Sensuality Intimacy

21 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 21 of 24 Emotional Branding Share of Market Share of Mind Share of Heart

22 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 22 of 24 Emotional Branding Market ShareMind ShareHeart Share Competitor A 50%47%44%60%58%54%45%42%30% Competitor B Competitor C

23 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 23 of 24 Alternative Positioning Approaches Brand Narratives / Storytelling Brand Journalism Cultural Branding

24 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 24 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