Marketing Management_Brand Positioning _student version.pptx

Marketing notes - Marketing Management 16/e; Pearson Education, by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shaineesh, 2022.
Marketing Management 16/e; Pearson Education, by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shaineesh, 2022.

Marketing Management 16/e; Pearson Education, by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shaineesh, 2022.

Marketing Management 16/e; Pearson Education, by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shaineesh, 2022.

Marketing Management 16/e; Pearson Education, by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shaineesh, 2022.

1. Marketing Management(BA ZC 411/ MBA ZC 411) Brand Positioning

2. Learning Objectives How can a firm develop and establish an effective positioning in the market? How do marketers identify and analyze competition? How are brands successfully differentiated? How do firms communicate their positioning? What are some alternative approaches to positioning? What are the differences in positioning and branding for a small business?

3. Developing a Brand Positioning Positioning The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market Value proposition A cogent reason why a target segment should buy a product or service.

4. Value proposition

5. Brand Positioning helps Answer 3 critical questions Target Group/TA Frame of Reference Point of Difference

6. Competitive Frame of Reference Competitive frame of reference Defines which other brands a brand competes with and which should thus be the focus of competitive analysis Identifying and analyzing competitors Does Rolex compete with Titan, Mercedes with Maruti ?

7. Compétitive Frame of Reference

8. Points-of-Difference and Points-of-Parity Points-of-parity (POPs) Attribute/benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands Did Tata Nano have point of parity with “cars”?

9. Points-of-Difference and Points-of-Parity Points-of-difference (PODs) Attributes/benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

10. Dove, the beauty bar POP/POD

11. POP forms Points-of-Parity forms Category The items which the customer considers essential for the category. Correlational These are the associations that follow as a consequence of establishing a point of parity. Cheap products often are considered to be bad quality. Competitive Measures taken to overcome possible weaknesses vis-à-vis competition. 10 years warranty by Hyundai in US.

12. 1. Category Points-of-Parity Definition: Essential attributes or benefits that consumers expect from a product category. These are necessary but not sufficient conditions for brand choice. Tesla’s Example: Safety features (airbags, crash resistance) Basic driving functionality (steering, acceleration, braking) Comfort & convenience (air conditioning, infotainment) Why It Matters? Tesla must meet the basic expectations of an automobile to be considered a legitimate alternative to traditional cars.

13. 2. Correlational Points-of-Parity Definition: Negative perceptions that arise due to a brand’s positive attributes. How Tesla Addresses It? Supercharger network to reduce range anxiety. Frequent software updates to improve interface usability. Enhanced safety measures to build trust in autonomous driving. Positive Feature Negative Perception (Trade-off) Electric powertrain "Range anxiety" – fear of running out of charge Minimalist interior No physical buttons – less intuitive for some users Autopilot & self-driving Safety concerns – reliability & trust issues

14. 3. Competitive Points-of-Parity Definition: Features designed to neutralize competitors’ advantages . Why It Matters? Tesla must match competitors where they are strong to avoid being dismissed by consumers. Competitor Strength Tesla’s Response Luxury & Performance (BMW, Mercedes) Model S Plaid – ultra-fast acceleration & premium interiors Build Quality & Service (Toyota, Ford) Expanding Gigafactories & Service Centers Affordability & Mass Market Appeal (GM, Honda) Introduction of Model 3 & Model Y

15. POD criteria Points-of-Difference and Points-of-Parity Desirable Deliverable Differentiating

16. Straddling Two Frames of Reference – Luxury and performance

17. “Product Space” Representation of Positioning for Soaps Sensitive High moisturizing low moisturizing Nondeodorant Deodorant 2 1 4 5 7 3 8 6 Zest Lever 2000 Safeguard Dial Lifebuoy Tone Dove Lux Coast Lava

18. Perceptual Map for Watch Brands https://s3.amazonaws.com/he-assets-prod/interactives/117_watch_branding/Launch.html

19. Straddling Two Frames of Reference - POD in one category, PoP is another

20. Positioning Statement

21. Black and Decker’s De Walt line of Power Tools “To the tradesman who uses his power tools to make a living and cannot afford downtime on the job, DeWalt professional power tools are more dependable than other brands of professional power tools because they are engineered to the brand’s historic high-quality standards and are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tool within 48 hours.”

22. Black and Decker’s De Walt line of Power Tools “To the tradesman who uses his power tools to make a living and cannot afford downtime on the job (target) , DeWalt professional power tools ( frame of reference) are more dependable than other brands of professional power tools (point of difference) because they are engineered to the brand’s historic high-quality standards and are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tool within 48 hours (reasons to believe) .”

23. Black and Decker’s De Walt line of Power Tools “To the Do-It-Yourselfer who takes pride in achieving professional result when doing home improvement projects, DeWalt power tools are superior to other power tools in helping you create a high-quality finish because they are engineered for and chosen by tradesmen, who depend on their tools to make a living.”

24. Black and Decker’s De Walt line of Power Tools “To the Do-It-Yourselfer who takes pride in achieving professional result when doing home improvement projects (target) , DeWalt power tools ( frame of reference) are superior to other power tools (point of difference) in helping you create a high-quality finish because they are engineered for and chosen by tradesmen, who depend on their tools to make a living (reasons to believe) .”

25. Positioning Statement – a quick mindmap

26. Establishing a Brand Positioning Communicating category membership Announcing category benefits Comparing to exemplars Relying on product descriptor Airbnb Online platform for rental accommodations A premium hotel can mention its luxurious rooms, restaurant, Bar, swimming pool. Spa etc. A comparison with other premium hotels in the city. https://www.youtube.com/watch?v=3C5JH2u5r78 https://www.youtube.com/watch?v=-ftfCT3bB2E https://www.youtube.com/watch?v=TMTaOJILiCg

27. Brand-positioning bull ’ s-eye

28. Brand Logo Brand Logo is a symbol, drawing or image representing a company, an organization or a person to optimize brand presence, reach and recognition. Grabs attention First impression Brand identity Brand differentiation Brand Loyalty Sourced from Marketing 91

29. The Evolution of the Apple Logo

30. Communicating POPs and PODs Negatively correlated attributes/benefits Low price vs. high quality Taste vs. low calories Powerful vs. safe Ubiquitous vs. exclusive Varied vs. simple

31. Monitoring Competition Variables in assessing potential competitors Share of market Share of mind Brand Recall Share of heart Brand Preference Market Share = Sale / Market Size Quantity (units) or Value (Amount Rs or U$) LG CTVs = 10000 TVs in a month, the television market size is 50,000 TVs Market Share = 10000/50000 = 20% Av price of an LG TV is Rs . 20000. overall average price is 22000. Sale of LG in Rs terms = 20000X10000 = 20,0000000 ( Rs 20 crore) Market Size in terms of Rs . = 50000X22000 = 110,00000 (110 crore) LG Market Share in terms of amount = 20 crore / 110 crore = 18%

32. Alternative Approaches to Positioning Brand narratives and storytelling Setting Cast Narrative arc Language The story The customer’s engagement with the brand The visual language or expression of the brand The manner in which the brand engages the senses. The role the brand plays in the lives of the people. Cultural branding Fair and lovely (Glow and Lovely) taps into the cultural notion of beauty. Bullet feeds notions of machismo. Hero Honda is about thrift. Moet and Chandon Perrier – Mineral water, Hannibal

33. Positioning/Branding for A Small Business Find compelling product performance advantage Focus on building one or two strong brands based on one or two key associations Encourage product trial in any way possible Develop cohesive digital strategy to make the brand “bigger and better” Create buzz and a loyal brand community Employ a well-integrated set of brand elements Leverage as many secondary associations as possible Creatively conduct low-cost marketing research