AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
Chapter10 crafting the_brand_positioning_malibago
1. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Maneka B. Malibago September 2011 manekamalibago.blogspot.com
2. 1. ______ are associations consumers view as essential to a legitimate and credible offering within a certain product or service category; while ______ are associations designed to negate competitors’ points-of-difference. Competitive points-of-parity; category points-of-parity Competitive points-of-difference; category points-of-parity Category points-of-difference; competitive points-of-parity Category points-of-parity; competitive points-of-parity Category points-of-parity; category points-of-difference 2 manekamalibago.blogspot.com
3. POPs are associations not necessarily unique to the brand but may be shared with other brands. 3 2 Basic Forms of Associations Category Points-of-Parity Associations consumers view as essential to a legitimate and credible offering within a certain product or service category Competitive Points-of-Parity Associations designed to negate competitor’s points-of-difference manekamalibago.blogspot.com
4. 4 For an offering to achieve a POP, customers must believe the brand is “good enough." 2 Basic Forms of Associations Category Points-of-Parity Associations consumers view as essential to a legitimate and credible offering within a certain product or service category Competitive Points-of-Parity Associations designed to negate competitor’s points-of-difference Choose the right association! manekamalibago.blogspot.com
5. 1. ______ are associations consumers view as essential to a legitimate and credible offering within a certain product or service category; while ______ are associations designed to negate competitors’ points-of-difference. Competitive points-of-parity; category points-of-parity Competitive points-of-difference; category points-of-parity Category points-of-difference; competitive points-of-parity Category points-of-parity; competitive points-of-parity Category points-of-parity; category points-of-difference 5 manekamalibago.blogspot.com
6. 2. __________ is when companies have better-trained employees, while _______ is when companies craft powerful, compelling images. Personnel differentiation; Image differentiation Personnel training; Image enhancing Personnel differentiation; Image enhancing Human Resource differentiation ; Image differentiation Human Resource training ; Image differentiation 6 manekamalibago.blogspot.com
7. Brands can be differentiated thru… 7 Differentiation Strategies manekamalibago.blogspot.com
8. 8 Companies can have better- trained employees… Personnel Differentiation SGV employee Quality People, Quality in Everything we do SGV & Co. manekamalibago.blogspot.com
9. 9 Companies can effectively and efficiently design their distribution channels… Channel Differentiation Shakey’s Online Delivery metrodeal ensogo manekamalibago.blogspot.com
10. 10 Companies can craft powerful, compelling images… Image Differentiation For the extreme adventures For the sexy endorsers Regency Hotel Tanduay manekamalibago.blogspot.com
12. 2. __________ is when companies have a better-trained employees, while _______ is when companies craft powerful, compelling images. Personnel differentiation; Image differentiation Personnel training; Image enhancing Personnel differentiation; Image enhancing Human Resource differentiation ; Image differentiation Human Resource training ; Image differentiation 12 manekamalibago.blogspot.com
13. 3. __________aims at increasing the product’s functional performance; while ____________ aims at increasing the product’s aesthetic appeal. Feature improvement; style improvement Quality improvement; feature improvement Quality improvement; style improvement Feature improvement; quality improvement Style improvement ; feature improvement 13 manekamalibago.blogspot.com
14. There are ways to change the course for a brand… 14 Product Modification superior Quality Improvement Feature Improvement Relevant features Style Improvement Style manekamalibago.blogspot.com
15. There are ways to change the course for a brand… 15 Product Modification superior Quality Improvement Increasing the product’s functional performance New & improved Sunsilk manekamalibago.blogspot.com
16. There are ways to change the course for a brand… 16 Adding new features that expands performance Product Modification Feature Improvement Relevant features Sandugo --- Grappler™ Outsole aggressive new 3D tread pattern was developed for unparallel traction on any surface and weather condition manekamalibago.blogspot.com
17. There are ways to change the course for a brand… 17 Style Product Modification Style Improvement Increasing product’s aesthetic appeal New Simot-Sulit Bottles manekamalibago.blogspot.com
18. 18 Companies must find ways to offer new value to customers with its existing products/services Product Modification superior Quality Improvement Increasing the product’s functional performance New & improved Sunsilk Quality = Excellent Performance ! manekamalibago.blogspot.com
19. 19 Companies must find ways to offer new value to customers with its existing products/services. Style Product Modification Style Improvement Increasing product’s aesthetic appeal Style = Aesthetic ! New Simot-Sulit Bottles manekamalibago.blogspot.com
20. 3. __________aims at increasing the product’s functional performance while ____________ aims at increasing the product’s aesthetic appeal. Feature improvement; style improvement Quality improvement; feature improvement Quality improvement; style improvement Feature improvement; quality improvement Style improvement ; feature improvement 20 manekamalibago.blogspot.com
21. 4. Which of the following is true? The typical approach to positioning is to inform competitors of a brand’s membership before stating its point-of-difference. There are four main ways to convey a brand’s category membership. Announcing category benefits is not among the main ways to convey a brand’s category membership. The product descriptor that follows the brand name is often a concise means of conveying category membership. Unfamiliar brands in a category can also help a brand specify its category membership. 21 manekamalibago.blogspot.com
22. What is positioning? 22 Positioning is… company designing offer to occupy and image minds of target market manekamalibago.blogspot.com
24. 24 First, communicate by establishing category membership thru… 3 Ways of Communicating Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor Communicate to the customers!!! manekamalibago.blogspot.com
25. 25 Communicating the benefits of the products/services Announcing category benefits to reassure consumers that a brand will deliver on the fundamental reason for using a category, marketers frequently use benefits to announce category membership manekamalibago.blogspot.com
26. 26 Compare to established leaders in the same category Comparing to exemplars Well-known, noteworthy brands in a category can help a brand specify its category membership VS manekamalibago.blogspot.com
27. 27 Proper product descriptor to convey category membership Relying on the product descriptor The product descriptor that follows the brand name is often a concise means of conveying category origin. Sandugo All-Terrain Adventure Sandals manekamalibago.blogspot.com
28. 28 Proper product descriptor to convey category membership! Relying on the product descriptor The product descriptor that follows the brand name is often a concise means of conveying category origin. Directly relate to the product! Sandugo All-Terrain Adventure Sandals manekamalibago.blogspot.com
29. 4. Which of the following is true? The typical approach to positioning is to inform competitors of a brand’s membership before stating its point-of-difference. There are four main ways to convey a brand’s category membership. Announcing category benefits is not among the main ways to convey a brand’s category membership. The product descriptor that follows the brand name is often a concise means of conveying category membership. Unfamiliar brands in a category can also help a brand specify its category membership. 29 manekamalibago.blogspot.com
30. 5. Which of the following is false? All marketing strategy is built on STP – segmentation, targeting, and positioning. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. The result of positioning is the successful creation of a company-focused value proposition. Positioning requires that similarities and differences between brands be defined and communicated. Everyone in the organization should understand the brand positioning and use it as context for making decisions. 30 manekamalibago.blogspot.com
31. All marketing strategy is built on STP 31 S Segmentation T Targeting P Positioning manekamalibago.blogspot.com
32. What is positioning? 32 Positioning is… company designing offer to occupy and image minds of target market manekamalibago.blogspot.com
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34. requires that similarities and differences between brands be defined and communicatedEveryone in the organization should understand the brand positioning and use it as context for making decisions. manekamalibago.blogspot.com
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36. requires that similarities and differences between brands be defined and communicatedEveryone in the organization should understand the brand positioning and use it as context for making decisions. manekamalibago.blogspot.com
37. 5. Which of the following is false? All marketing strategy is built on STP – segmentation, targeting, and positioning. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. The result of positioning is the successful creation of a company-focused value proposition. Positioning requires that similarities and differences between brands be defined and communicated. Everyone in the organization should understand the brand positioning and use it as context for making decisions. 35 manekamalibago.blogspot.com
38. 6. Which of the following is false? Products have a limited life. Product sales pass through distinct stages. Profits rise and fall at different stages of the product life cycle. Products require different marketing, financial, manufacturing, purchasing, and human resources strategies in each life-cycle stage. All products exhibit a bell-shaped product life cycle curve. 36 manekamalibago.blogspot.com
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40. Product sales pass through distinct stages each with different challenges and opportunities
43. Common Product Life-Cycle Patterns (Alternate Patterns) 38 Not all products exhibit a bell-shaped PLC (a) Growth-Slump-Maturity Pattern (b) Cycle-Recycle Pattern (c) Scalloped Pattern manekamalibago.blogspot.com
44. 39 The bell shaped curve is not always the case indicative of a product! Not all products exhibit a bell-shaped PLC (a) Growth-Slump-Maturity Pattern (b) Cycle-Recycle Pattern (c) Scalloped Pattern manekamalibago.blogspot.com
45. 6. Which of the following is false? Products have a limited life. Product sales pass through distinct stages. Profits rise and fall at different stages of the product life cycle. Products require different marketing, financial, manufacturing, purchasing, and human resources strategies in each life-cycle stage. All products exhibit a bell-shaped product life cycle curve. 40 manekamalibago.blogspot.com
46. 7. Which of the following is true? All studies indicate that the market pioneer gains the greatest advantage. The introduction stage is marked by a rapid climb in sales. The maturity stage normally lasts longer than the previous stage and poses big challenges to marketing management. The growth stage divides into three phases: growth, stable, and decaying. As sales and profits drop, all firms withdraw from the market. 41 manekamalibago.blogspot.com
47. Products has a life cycle divided into 4 stages… 42 MATURITY DECLINE GROWTH 3rd 4th INTRODUCTION 2nd Mature plant Withered plant Growing plant 1st seedling manekamalibago.blogspot.com
51. More effective marketing spending and enjoy higher rates of consumer repeat purchases1st Most studies indicate that the market pioneer gains the greatest advantage seedling manekamalibago.blogspot.com
60. The appropriate strategy depends on the industry’s relative attractiveness and the company’s competitive strength 47 DECLINE 5 Options Increase firm’s investment Maintain the firm’s investment level Decrease the firm’s investment level selectively Harvesting the firm’s investment Divesting the business quickly 4th As sales and profits drop, some firms withdraw from the market. Withered plant manekamalibago.blogspot.com
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62. 7. Which of the following is true? All studies indicate that the market pioneer gains the greatest advantage. The introduction stage is marked by a rapid climb in sales. The maturity stage normally lasts longer than the previous stage and poses big challenges to marketing management. The growth stage divides into three phases: growth, stable, and decaying. As sales and profits drop, all firms withdraw from the market. 49 manekamalibago.blogspot.com
63. 8. Which of the following is not among the characteristics of the introduction stage? Low sales High cost per customer Early adopters Innovators Rising Profits 50 manekamalibago.blogspot.com
64. 51 Summary of PLC Characteristics manekamalibago.blogspot.com
65. 52 Early adopters influence others (consumers) to buy the products. Early adopters is a characteristics under growth stage! manekamalibago.blogspot.com
66. 8. Which of the following is not among the characteristics of the introduction stage? Low sales High cost per customer Early adopters Innovators Rising Profits 53 manekamalibago.blogspot.com
67. 9. In a _____ pattern of the product life cycle, sales pass through a succession of life cycles based on the discovery of new product characteristics, uses, or users. Growth-slump-maturity pattern Cycle-recycle pattern Petrified Fashion Scalloped PLC 54 manekamalibago.blogspot.com
68. Products have a life cycle divided into 4 stages… 55 MATURITY DECLINE GROWTH 3rd 4th INTRODUCTION 2nd Mature plant Withered plant Growing plant 1st seedling manekamalibago.blogspot.com
69. Common Product Life-Cycle Patterns 56 Not all products exhibit a bell-shaped PLC (a) Growth-Slump-Maturity Pattern (b) Cycle-Recycle Pattern (c) Scalloped Pattern manekamalibago.blogspot.com
70. Characteristics of the patterns… 57 Growth-Slump- Maturity Pattern Sales grow then fall to a sustained petrified level Promotion then sales start declining then another promotion (b) Cycle-Recycle Pattern (c) Scalloped Pattern Sales pass through a succession of life cycles Use PLC to develop strategies! manekamalibago.blogspot.com
71. Characteristics of the patterns… 58 Growth-Slump- Maturity Pattern Sales grow then fall to a sustained petrified level Promotion then sales start declining then another promotion (b) Cycle-Recycle Pattern (c) Scalloped Pattern Sales pass through a succession of life cycles There is succession of life cycles due to discoveries of new product characteristics, uses, or users! over time! manekamalibago.blogspot.com
72. 9. In a _____ pattern of the product life cycle, sales pass through a succession of life cycles based on the discovery of new product characteristics, uses, or users. Growth-slump-maturity pattern Cycle-recycle pattern Petrified Fashion Scalloped PLC 59 manekamalibago.blogspot.com
73. 10. __________ calls for gradually reducing a product and business's costs while trying to maintain sales. Maintaining Harvesting Reduction Divestment Banishing 60 manekamalibago.blogspot.com
74. A company may choose the appropriate strategy in the Decline phase… 61 It may consider… DECLINE Harvesting calls for gradually reducing a product or business’ costs while trying to maintain sales 4th (slowdown in growth) Cut R&D costs Cut plant and equipment investment Withered plant manekamalibago.blogspot.com
75. A company may choose the appropriate strategy in the Decline Phase 62 It may consider… DECLINE Harvesting Mature products warrant this strategy. 4th (slowdown in growth) Substantially increase the company’s current cash flow Withered plant manekamalibago.blogspot.com
76. Harvesting the firm’s investment to recover cash quickly….increasing income while reducing costs! 63 It may consider… DECLINE Harvesting calls for gradually reducing a product or business’ costs while trying to maintain sales 4th (slowdown in growth) Withered plant manekamalibago.blogspot.com
77. 10. __________ calls for gradually reducing a product and business's costs while trying to maintain sales. Maintaining Harvesting Reduction Divestment Banishing 64 manekamalibago.blogspot.com
78. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Maneka B. Malibago September 2011 manekamalibago.blogspot.com
