Example The language of a well-crafted positioning strategy usually takes this general form: To (target market), Brand X is the (definition of business) that provides you with (stated point of difference/key benefit). For example: "To computer manufacturers, Intel is the chip maker that provides the fastest and most reliable microprocessors available"
Criteria for Target Market Segmentation Identifiability: Can we easily identify the segment? Size: Is there adequate sales potential in the segment? Accessibility: Are specialized distribution outlets and communication media available to reach the segment? Responsiveness: How favourably will the segment respond to a tailored marketing programme?
Establish Brand Positioning: Nature of Competition What is the category, industry, or business we compete in? How has this industry changed over time? Will the marketplace value and believe our participation in this business?
Points-of-Parity (POP) & Points-of-Difference (POD) Points-of-Parity provide “no reason why not” for consumers to choose the brand Points-of-Difference provide a competitive advantage and “reasons why” consumers should buy the brand
Identify & Establish Brand Positioning & Values Points of Parity (POP) can be of two types: Category- necessary but insufficient conditions for brand choice. E.g.
You've reached the end of your free preview.
Want to read all 22 pages?
- Winter '15
- Marketing, Brand, Establish Brand Positioning & Values