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PRIMAR.docx - Chapter 4 Positioning This is the act of...

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Chapter 4PositioningThis is the act of establishing a strong brand imagefor a product. This include telling the market whatexactly your product is, who it is for, what productcategory it belongs to, what its most essentialattributes or benefits are, and what it is not.Points of Difference and Points of ParityPoints of DifferencePoints of Difference or PODs refer to attributes orbenefits that the market associates primarily with aparticular brand, to the point that the marketbelieves no other brands offer these attributes to thesame degree as that brand.Points of ParityPoints of Parity or POPs, on the other hand, aremarket expectations about what products in aparticular product category should be or shouldhave.McDonald'sQuick ServiceBig Mac
Chicken McDoRonaldMcDonaldHappy MealsJollibeeQuick ServiceChampChicken JoyJollibee itself!Promo mealsPoints of ParityService strategyFlagship BurgerFlagship ChickenMascottoys for the kidsCategory Membershipthis involves properly defining whatcategory your product belongs to. Ithelps to appreciate how consumers tendto mentally place products into distinctcategories.Marketers need to be aware of the elements thatcommunicate a product's membership to aparticular category, which includes:pricecolor
palettesizeshapemedium of distributionbrandpackagingPositioning MapsIt is a graphical tool that provides apicture of how consumers perceive thedifferent products in a given industry.CHAPTER 5Product Strategies4Ps1.Product2.Price3.Place4.PromotionsNew Product StrategyThe New ProductThe new poduct development certainly begins withthe idea, but that is just the tiniest bit of the iceberg.

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