manajemen pemasaran_chapter 10.ppt

8/13/2019 Manajemen Pemasaran_Chapter 10.ppt

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CRAFTING BRAND POSITIONING

Presented by

Sony Kusumasondjaja, SE., M.Com


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POSITIONING

The act of designing the companys

offering and image to occupy a distinctive

place in the mind of the target market A company discover different needs and

groups in the marketplace, targets those

needs and market recognizes the

companys distinctive offering and image


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Points of Difference

Attributes or benefits consumers strongly

associate with a brand, positively evaluate,and they believe that they could not find to

the same extent with a competitive brand


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Points of Parity

Associations that are not necessarily

unique to the brand but may in fact beshared with many others

Category Points of Parity

Competitive Points of Parity


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In Choosing POD,

marketers should consider DESIRABILITY

Relevance

Distinctiveness Believability

DELIVERABILITY

Feasibility Communicability

Sustainability


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DIFFERENTIATION STRATEGIES

PRODUCT DIFFERENTIATION

PERSONNEL DIFFERENTIATION CHANNEL DIFFERENTIATION

IMAGE DIFFERENTIATION


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Product life cycle

Products have a limited life

Product sales pass through distinct stages,

each posing different challenges &opportunities to sellers

Profits rise and fall at different stages of

life cycle

Products require different marketing

strategies in each life-cycle stage


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INTRODUCTION STAGE

Characteristics

Low sales & negative profits

Innovative customers Few competitors


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INTRODUCTION STAGE

Marketing Strategy

The objective is to create product

awareness and trial Offer a basic product

Build selective distribution

Product awareness building

Heavy sales promotion to encourage

consumer trial


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GROWTH STAGE

Characteristics

Rapidly rising sales & rising profits

Early adopter customers

Growing number of competitors


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MATURITY STAGE

Characteristics

Peak sales & high profits

Low cost per customers

Stable number of competitors beginning to

decline


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MATURITY STAGE

Marketing Strategy The objective is to maximize profit while

defending market share Diversify brands or items models

Competitor-based pricing

Stress brand differences and benefits

Increase use of sales promotion to

encourage brand switching

manajemen pemasaran_chapter 10.ppt

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