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MKT201 - Chapter 10

The document discusses marketing management and brand positioning. It defines positioning and provides examples of how different car brands are positioned. It then outlines three steps to develop effective positioning: choosing a competitive frame of reference, identifying points of difference and parity, and creating a brand mantra. Local examples are used to illustrate points of difference versus parity.

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Rifat Khan
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28 views

MKT201 - Chapter 10

The document discusses marketing management and brand positioning. It defines positioning and provides examples of how different car brands are positioned. It then outlines three steps to develop effective positioning: choosing a competitive frame of reference, identifying points of difference and parity, and creating a brand mantra. Local examples are used to illustrate points of difference versus parity.

Uploaded by

Rifat Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Management

Tanveer Kabir
Lecturer: East West University
MBA, IBA, University of Dhaka
BBA, IBA, University of Dhaka
Chapter 10

Crafting the Brand Positioning


What is Positioning?

Act of designing a company’s offering and image


to occupy a distinctive place in the minds of the
target market.
What is Positioning?

CAR BRANDS WHAT COMES TO MIND


Mercedes Prestige/Luxury/Status
BMW Power/Speed
Volvo Safety
Different Positioning of Brands Selling Products of
the Same Category

DEODORANT
What is Positioning?

A useful measure of the effectiveness of the organization’s


positioning is the brand substitution test
Positioning & Value Proposition
Proper Positioning Results in a creation of a successful
customer-focused value proposition.

SEE TABLE 10.1


Steps to Develop Effective Positioning

Step 3: Creating a brand


Step 1: Choosing a Step 2: Identifying the
mantra summarizing the
Competitive Frame of optimal points-of-parity
positioning and essence
Reference and points-of-difference
of the brand
Step 1:

Choosing a Competitive Frame of Reference

Step 1 Step 2 Step 3


A competitive frame of reference defines which other
brands a brand competes with and which should thus be the
focus of competitive analysis.

Step 1 Step 2 Step 3


Identifying Competitors

A good starting point in defining a competitive frame of


reference for brand positioning is category membership –
the product or sets of products with which a brand competes
and that function as close substitutes

Step 1 Step 2 Step 3


Analyzing Competitors

A company needs to gather information about each


competitor’s real and perceived strengths and weaknesses

[See Table: 10.2]

Step 1 Step 2 Step 3


Step 2:

Identifying Potential Points-Of-Difference


(PODs) and Points-Of-Parity (POPs)

Step 1 Step 2 Step 3


Identifying Potential Points-Of-Difference (PODs)
and Points-Of-Parity (POPs)

POINTS-OF-DIFFERENCE (PODs) are attributes or benefits that


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

Step 1 Step 2 Step 3


Identifying Potential Points-Of-Difference (PODs)
and Points-Of-Parity (POPs)

In order for a brand association to be considered a POD, it


must be:
• Desirable to consumer
• Deliverable by the company
• Differentiating from competitors

Step 1 Step 2 Step 3


Identifying Potential Points-Of-Difference (PODs)
and Points-Of-Parity (POPs)

POINTS-OF-PARITY (POPs) are attribute or benefit


associations that are not necessarily unique to the brand but
may in fact be shared with other brands

Step 1 Step 2 Step 3


Points of Difference VS Points of Parity
LOCAL EXAMPLE:

Vs

Step 1 Step 2 Step 3


TAKEOUT MOLLIKA SNACKS
POINTS OF DIFFERENCE
Hygienic Kitchen Atmosphere Wide Variety of Items on the Menu
Free Wi-Fi Rooftop Seating Arrangement
POINTS OF PARITY
Good Seating Capacity for Customers
Fast Service
Beverages are available

Step 1 Step 2 Step 3


Perceptual Maps

For choosing specific benefits as POPs and PODs to position a


brand, perceptual maps maybe useful.

Perceptual maps are the visual representations of consumer


perceptions and preferences.

Step 1 Step 2 Step 3


Perceptual Maps - Example
Perceptual Map of Watch Brands:

Source: http://eaa126430.blogspot.com/2011/03/perceptual-map-of-watch.html
Step 3:

Creating a BRAND MANTRA summarizing the


positioning and essence of the brand

Step 1 Step 2 Step 3


Brand Mantra

A Brand Mantra is a three to five word articulation o the


heart and soul of the brand. It is an encapsulation of brand
positioning.

Step 1 Step 2 Step 3


Brand Mantra

A good Brand Mantra should Communicate, Simplify & Inspire…

Step 1 Step 2 Step 3


Brand Mantra - Examples

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