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CHAPTER 10: Crafting the Brand Positioning

Anna Samantha Decastro ImperialASMPH

Top 10 Concepts

Outline: Crafting Brand Positioning

1. Positioning2. Competitive Frame of Reference3. Points of Parity vs. Points of

Reference4. Establishing Category

Membership5. Straddle Positioning

Outline: Crafting Brand Positioning

6. Differentiation Strategies7. Product Life Cycle8. Marketing Strategies9. Market Modification10. Marketing Evolution

Concept 1:

POSITION your brand! Be distinct!

Positioning

Competitive Frame of Reference

Points of Parity

Points of Difference

Establishing Category

Membership

Positioning

Kotler: UPS

Local: SMART Communications

Medical: Asian Hospital

Know who your customers are!

Know what they want!

Concept 2:

Competitive Frame of Reference

Competitive Frame of Reference

Kotler: DioGiorno’s Pizza

Local: Red Ribbon

Medical: Generic Drugstore

Concept 3:

Points of Parity vs. Points of Difference

POP May be shared with other brands

Category Competitive

Which beer are

you?

Points of Parity vs. Points of Difference

POD Attributes – strongly associated with

brand

Design

Performance

Points of Parity vs. Points of Difference

Kotler: Miller Lite

Local: Red Ribbon

Medical: Makati Medical Center

Establish product category What is your product? What does your product do?

Concept 4:

Category Membership

Category Membership

How do we convey this? What are its benefits? Compare to exemplars Rely on the product’s

description!

Category Membership (1)

Announcing category benefits Kotler - Antacids Local – Domex Medical – Alaxan FR

Comparing to exemplars Kotler – Tommy Hilfiger and other American

Designers Local – Charice and Lea Salonga Medical – Enervon C and Generic Vitamin C

Category Membership (2)

Relying on product descriptor Kotler: Ford Motor Co. Station Wagon Local: Enterprise coaching Medical: Conventions

Category Membership (3)

Kotler: Olympus

Local: Kamiseta

Medical: Mercury Drug

“Best of both worlds” Two frames of reference

Shared with other brands Attributes associated with the brand

Concept 5:

Straddle Positioning

Performance + Luxury =

BMW

Straddle Positioning

Kotler: BMW

Local: Beaches/ resorts – “a home away from home”

Medical: PGH

Set yourself apart through: Personnel Channels Images

Concept 6:

Differentiation Strategies

Differentiation Strategies

Kotler: Southwest Airlines

Local: San Miguel Beer

Medical: The Medical City

Products: Have limited life Pass through different stages Rise and fall (at different stages) Require different strategies

Concept 7:

Product Life Cycle

Product Life Cycle

• usually bell- shaped

Product Life Cycle

Product Life Cycle

Kotler: Trivial Pursuit

Local: Zagu and Quickly

Medical: Mercury Thermometers

Be the innovator/ pioneer! Sustain rapid market growth by:

improve quality and style add new models new market segments increase distribution coverage lower prices more product preference advertising

Concept 8:

Marketing Strategies

Marketing Strategies

Kotler: Wikipedia & Yahoo

Local:Yehey and Sulit.com

Medical:DOH Lets DOH it!

Market Modification: Increase sales volume by

expand number of users increase usage rate among

users

Concept 9:

Market and Product Modification

Do something about: prices distribution advertising sales promotion personal selling services

OR

Heinz Vinegar: Condiment AND

Cleaner

Market and Product Modification

Product Modification: Improve quality Improve features Improve style

Market and Product Modification

Kotler: Coca- cola

Local: Dried Mangoes to Dried Pineapple and Banana chips

Medical: St. Luke’s

Concept 10:

Market Evolution

Emergence

Decline

MaturityGrowth

To design an optimal product:• single- niche strategy• multiple niche strategy• mass market strategy

Market Evolution

Kotler: Paper towels

Local: Bayo & Bayo Kids

Medical: Sphygmomanometer

Outline: Crafting Brand Positioning

1. Positioning2. Competitive Frame of Reference3. Points of Parity vs. Points of

Reference4. Establishing Category

Membership5. Straddle Positioning

Outline: Crafting Brand Positioning

6. Differentiation Strategies7. Product Life Cycle8. Marketing Strategies9. Market and Product Modification10. Marketing Evolution

My Conclusion: 21st century marketing

To be able to sell and make profit, you need: Strategy Imagination A great productandone helluva brand.

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Crafting the Brand Positioning

Anna Samantha Decastro ImperialASMPH

Top 10 Concepts