Beruflich Dokumente
Kultur Dokumente
Crafting
the Brand Positioning
• Perdue Chicken
• More tender golden chicken at a moderate
premium price
• Domino’s
• A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price
Points-of-difference Points-of-parity
(PODs) (POPs)
• Attributes or benefits • Associations that
consumers strongly are not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and believe with other brands
they could not find to
the same extent with
a competitive brand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7
PODs and POPs
• This “four-in-one
entertainment
solution” from
Konica failed to
establish category
membership
Announcing
Announcing category
category benefits
benefits
Comparing
Comparing to
to exemplars
exemplars
Relying
Relying on
on the
the product
product
descriptor
descriptor
Relevance
Relevance
Distinctiveness
Distinctiveness
Believability
Believability
Feasibility
Feasibility
Communicability
Communicability
Sustainability
Sustainability
Product Personnel
Channel Image
Decaying
Growth Stable
maturity
• Quality
improvements
• Feature
improvements
• Style improvements
Prices
Distribution
Advertising
Sales promotion
Services
• Convert nonusers
• Enter new market segments
• Attract competitors’ customers
• Have consumers use the product on
more occasions
• Have consumers use more of the
product on each occasion
• Have consumers use the product in
new ways
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-30
A Product in Decline
Emergence Growth
Maturity Decline
Latent
Single-niche
Multiple-niche