MGT_209_001_16W

1. Framework for Marketing Management
9
Crafting the
Brand Positioning and
Competing Effectively
1

2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2
Chapter Questions
 How can a firm develop and establish an
effective positioning?
 How are brands successfully differentiated?
 How do marketers identify and analyze
competition?
 How can market leaders, challengers,
followers, and nichers compete effectively?

3. What is Positioning?
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4. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-4
Value Propositions
 Perdue Chicken
 More tender golden chicken at a moderate
premium price
 Domino’s
 A good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate
price

5. Competitive Frame of Reference
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6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-6
Defining Associations
Points-of-difference
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
Points-of-parity
Associations that are
not necessarily unique
to the brand but may
be shared with other
brands

7. Point-of-Difference Criteria
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Desirable
Deliverable
Differentiating

8. POP versus POD
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9. Figure 9.1a Perceptual Map:
Current Perceptions
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10. Figure 9.1b Perceptual Map:
Possibilities
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11. Brand Mantras
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12. Designing a Brand Mantra
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Communicate
Simplify
Inspire

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Conveying Category Membership
 Announcing category benefits
 Comparing to exemplars
 Relying on the product descriptor

14. Differentiation Strategies
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15. Dimensions of Differentiation
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Employee
Channel
Image
Services

16. Emotional Branding
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Strong culture
Communication style
Emotional hook

17. Figure 9.1
Hypothetical
Market Structure
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18. Expanding the Total Market
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19. New Ways to Use a Brand
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20. Protecting Market Share
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Responsive anticipation
Creative anticipation

21. Types of Defense Strategies
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22. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-22
Market Challenger Strategies
 Define the strategic objective and opponents
 Choose a general attack strategy
 Choose a specific attack strategy

23. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-23
General Attack Strategies
 Frontal attack
 Flank attack
 Encirclement attack
 Bypass attack
 Guerilla warfare

24. Specific Attack Strategies
 Price discounts
 Lower-priced
goods
 Value-priced goods
 Prestige goods
 Product
proliferation
 Product innovation
 Improved services
 Distribution
innovation
 Manufacturing-cost
reduction
 Intensive
advertising
promotion
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25. Market Follower Strategies
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26. Market Nicher Strategies
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27. Niche Specialist Roles
 End-User Specialist
 Vertical-Level
Specialist
 Customer-Size
Specialist
 Specific-Customer
Specialist
 Geographic
Specialist
 Product-Line
Specialist
 Job-Shop
Specialist
 Quality-Price
Specialist
 Service-Specialist
 Channel Specialist
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28. For Review
 How can a firm develop and establish an
effective positioning?
 How are brands successfully differentiated?
 How do marketers identify and analyze
competition?
 How can market leaders, challengers,
followers, and nichers compete effectively?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-28