CH10 - PART BUILDING STRONGBRANDS 4...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 10-1 BUILDING  STRONG BRANDS PART 4
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 10-2 CRAFTING The Brand Positioning Chapter 10
Background image of page 2
© Kotler, Keller, Ang, Leong & Tan th 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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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:
Background image of page 4
Marketing Management Perspective 10-5 Developing & Communicating a  Positioning Strategy All marketing strategy built on STP Segmentation Segmentation Targeting Targeting  &  & Positioning Positioning
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
© Kotler, Keller, Ang, Leong & Tan th 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
Background image of page 6
© Kotler, Keller, Ang, Leong & Tan th 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
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 10-8 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  10 %   premium plant-based  detergent eco-friendly & keeps Table 10.1   Table 10.1   Examples of Value Propositions  Demand States & Marketing Tasks  
Background image of page 8
© Kotler, Keller, Ang, Leong & Tan th 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 Disciplines Product leader Operationally  excellent firm Customer  intimate firm
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
© Kotler, Keller, Ang, Leong & Tan th
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/11/2010 for the course MA 6070 taught by Professor Peter during the Spring '10 term at Chowan University.

Page1 / 57

CH10 - PART BUILDING STRONGBRANDS 4...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online