11

Crafting
the Brand Positioning

Marketing Management
A South Asian Perspective, 13th ed

Chapter Questions
How can a firm choose and communicate
an effective positioning in the market?
How are brands differentiated?
What marketing strategies are
appropriate at each stage of the product
life cycle?
What are the implications of market
evolution for marketing strategies?
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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Positioning
of Caf
Coffee Day

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What is Positioning?
Positioning is the act of designing the
companys offering and image to
occupy a distinctive place in the mind
of the target market.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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Value Propositions
Dominos
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price

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Defining Associations
Points-of-difference
Points-of-parity
(PODs)
(POPs)
Attributes or benefits
Associations that
consumers strongly
are not
associate with a brand,
necessarily
positively evaluate, and
unique to the
believe they could not
brand but may be
find to the same extent
shared with other
with a competitive brand

brands

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Differentiation Strategies

Product

Personnel

Channel

Image

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Personnel Differentiation:
Singapore Airlines

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Image Differentiation

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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