SkeletonSlide14_2010Fall_MGMT324

Reference objective to establish the ideal points of

This preview shows page 9 - 14 out of 14 pages.

Reference Objective To establish the ideal points-of-parity and points-of- difference associations (POPs & PODs) vis-à-vis the Marketers need to know competition Who the target consumer is Who the main competitors are Criteria for effective criteria + Competition How the brand is similar to these competitors The selection of target market often defines competition Don’t define competition too narrowly How the brand is different from them
Image of page 9

Subscribe to view the full document.

Target Market Often Part of P i i i Positioning
Image of page 10
Points-Of-Parity (POPs) and P i Of Diff (POD ) Points-Of-Difference (PODs) Points of parity associations (POPs) Points-of-parity associations (POPs) Attributes or benefits not necessarily unique to the brand but may in fact be shared with other brands Category POPs: Necessary to earn category membership Two types Competitive POPs: To negate competitors’ PODs Points-of-difference associations (PODs) Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand
Image of page 11

Subscribe to view the full document.

Points-Of-Difference (PODs) E l Example In 1993, sold only 104,000 cars in the US, down 60% from the earlier peak Ads slogan “Inexpensive and Built to Stay That Way” Perceived as a “me-too” car that was undifferentiated from Toyota, Honda, and all their followers
Image of page 12
Positioning Example: Plymouth Laser vs Mitsubishi Eclipse Plymouth Laser vs. Mitsubishi Eclipse vs vs.
Image of page 13

Subscribe to view the full document.

Product Positioning G id li Guidelines Defining and communicating the competitive
Image of page 14
You've reached the end of this preview.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern