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CH10 - PART BUILDING STRONGBRANDS 4...

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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-1 BUILDING  STRONG BRANDS PART 4
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-2 CRAFTING The Brand Positioning Chapter 10
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-3 Cutting-edge products & designs made SAMSUNG SAMSUNG a leading global brand 2004 -  Samsung won 5 awards  in the  Industrial Design Excellence Awards
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4  Edition 1. How can a firm choose & communicate an  effective positioning in the market? 2. How are brands differentiated? 3. What marketing strategies are appropriate at  each stage of the product life cycle? 4. What are the implications of market evolution  for marketing strategies? In this chapter, we address the following questions:
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-5 Developing & Communicating a  Positioning Strategy All marketing strategy built on STP Segmentation Segmentation Targeting Targeting  &  & Positioning Positioning
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-6 Developing & Communicating a  Positioning Strategy P P ositioning ositioning the act of designing company’s offering & image to occupy a distinctive place in the mind of target market
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-7 Developing & Communicating a  Positioning Strategy Result of positioning: Successful creation of a customer-focused value proposition customer-focused value proposition a cogent reason why target market  should buy product
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 Kotler, Keller, Ang, Leong & Tan 4  Edition Table 10.1   Examples of Value Propositions Demand States &  Marketing Tasks    Company  Product Target  Customers Benefits Price Value  Proposition Volvo   Station  wagon Safety- conscious  “upscale”  families   Durability & safety 20 %   premium Safest most durable  wagon your family can ride Top   laundry  detergent Environment protective  consumers Eco- friendly & high-   performance  cleaning 10 %   premium plant-based  detergent eco-friendly & keeps clothes clean Table 10.1   Table 10.1   Examples of Value Propositions  Demand States & Marketing Tasks  
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©  Kotler, Keller, Ang, Leong & Tan 4 th  Edition Marketing Management An Asian Perspective 10-9 Value Disciplines Positioning Value Disciplines Positioning 4 rules for success: 4 rules for success: 1) Be best at 1 of 3 disciplines 2) Be adequate in other 2 3) Improve position in chosen  discipline Don’t lose out to a competitor 4) Be more adequate in other 2 Competitors raise customers’  expectations Value Value Disciplines
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