Crafting The Brand Positioning Made By:Anita Arif. Crafting the Brand Positioning. Marketing Management, 13th ed. Chapter Questions What are the implications of market evolution for marketing strategies?. Chapter 9 – Crafting the Brand Positioning – Free download as PDF File .pdf), Text File .txt) or read online MKTG MGMT – Kotler & Keller – Ch. 6, 7, 8, 11,
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Auth with social network: Points-of-Difference POD Positionihg are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe that they could not find to the same extent with a competitive brand. To make this website work, we log user data and share it with processors. My presentations Profile Feedback Log out. Product Differentiation Most competitive advantages lasts only a short time. Products require different strategies in each stage.
Personnel differentiation Companies positipning gain a strong competitive advantage through having better trained people. Products have a limited life. What marketing strategies are appropriate at each stage of the product life cycle?
Crafting the Brand Positioning
We think you have liked this presentation. Published by Dinah Logan Modified 8 months ago. Objectives Understand how companies find and develop new-product ideas. About project SlidePlayer Terms of Service. These types of associations come in two basic forms — Category points-of-parity Competitive points-of-parity. By identifying target markets and competition. Growth-slump- maturity kotlre b. My presentations Profile Feedback Log out.
Quality can be communicated by actual product performance, physical signs and cues, high price, packaging, distribution, and promotion. CopyrightPrentice-Hall, Inc. How are brands differentiated? Marketing program modification Modifying other marketing program elements such as – — Prices — Sales promotion — Distribution — Personal selling — Advertising — Services. Share buttons are a little bit lower.
Published by Barbra Montgomery Modified over 3 years ago. Download ppt “Crafting the Brand Positioning”. We think you have liked this presentation.
CHAPTER 10 CRAFTING THE BRAND POSITIONING
Introduction stage Characteristics- Low sales High costs Negative profits Customers — innovators Few Competitors Marketing objectives- Create product awareness and trial. If you wish to download positioninv, please recommend it to your friends in any social system.
Product modification Quality improvement Feature improvement Style improvement 3. Producer gain advantage such as economies of scale, technological leadership, patents, and ownership of scarce assets.
Maturity stage Characteristics Peak sales Low costs High profits Customers — Middle majority Stable number of competitors beginning to ppsitioning Marketing objectives Maximize profit while defending market share. Profits rise and fall at different stages of PLC. Companies therefore constantly need to think up new. To make this website work, we log user data and share it with processors. Positioninng differentiation Companies and brands can be differentiated through identity and image.
Crafting the Brand Positioning – ppt download
Publishing as Prentice Hall. Know the stages of the. Companies therefore constantly need to think up new. Share buttons are a little bit lower. What are the implications of market evolution for marketing strategies?
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