1. Danezza Mae D. Lim
May 12, 2010
Chapter 10: Crafting the brand positioning

2. Outline
Market Strategy
Positioning
Competitive Frame of References
Straddle Positioning
Category Membership
POPs vs PODs
Differentiation Strategies
Product Life Cycle
Market Modification
Market Evolution
Conclusion
3. Marketing Strategy
Segmentation
Targeting
Positioning
4. Identify your market and establish your product!
Competitive
Frame of
Reference
Establishing
Category
Membership
Straddle
Positioning
Establishing
Category
Membership
Brand
Positioning
Points of
Difference
Points of
Parity
5. Positioning (1)
Become staple in consumers minds!
Kotler
Local
Medical
6. Positioning (2)
Competitive Frame of References
Straddle positioning
Points of Difference
Points of Parity
Communicating category membership
7. Competitive Frame of References (1)
Know your consumers, their behavior to make brand choices!
Kotler
Local
Medical
8. Straddle positioning
Best of both worlds solutions!
Kotler
Local
Medical
9. Communicating category membership
What is your product?
What does your product do?
Announcing category benefits
Comparing exemplars
Relying on the product descriptor
10. POPs vs PODs
Point of Parity
Associations shared by other brands
Point of Difference
Association unique to the brand
11. POPs vs PODs
Kotler
Local
Medical
12. Differentiation Strategies
Set yourself apart through:
Product
Personnel
Channels
Images
13. Products

Have limited life

14. Pass through different stages 15. Rise and fall (at different stages) 16. Require different strategies