tailieunhanh - Lecture Marketing management: Chapter 10 - Phillip Kotler, Kevin Lane Keller

Chapter 10 - Crafting the brand position. In this chapter, we will address the following questions: How can a firm develop and establish an effective positioning in the market? How do marketers identify and analyze competition? How are brands successfully differentiated? What are the differences in positioning and branding with a small business? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Crafting the Brand Position Chapter 10 Discussion Questions How can a firm develop and establish an effective positioning in the market? How do marketers identify and analyze competition? How are brands successfully differentiated? What are the differences in positioning and branding with a small business? Marketing Strategy T P S Segmentation and targeting were discussed in chapter 8. Companies seek to discover different needs and groups in the market (Segmentation), target those they can satisfy better than competitors, and then position their offerings so the target market is aware of the distinctive differences. The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. Positioning The goal of positioning is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. A good brand positioning helps guide marketing . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Crafting the Brand Position Chapter 10 Discussion Questions How can a firm develop and establish an effective positioning in the market? How do marketers identify and analyze competition? How are brands successfully differentiated? What are the differences in positioning and branding with a small business? Marketing Strategy T P S Segmentation and targeting were discussed in chapter 8. Companies seek to discover different needs and groups in the market (Segmentation), target those they can satisfy better than competitors, and then position their offerings so the target market is aware of the distinctive differences. The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. Positioning The goal of positioning is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, identifying the goals it helps the consumer achieve, and showing how it does so in a unique way. Brand Positioning Customer wants and needs Company capabilities Competitive actions Quality Price Brand A B C D E F G To create a well-differentiated brand position marketers must have a keen understanding of customer wants and needs, company capabilities, and competitive actions. Value Proposition What the brand is What the brand could be A customer-focused value proposition gives customers a persuasive reason to buy your product. Value Proposition Examples Company (Product) Target Customers Key Benefit Price Premium Value Proposition Perdue (chicken) Quality-conscious consumers Tenderness 10% More tender golden chicken at a moderate price Volvo (station wagons) Safety-conscious upscale families Durability and safety 20% The safest, most durable wagon in which your family can ride. Domino’s (pizza) Convenience-minded pizza lovers .

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