1. MARKETING MANAGEMENT 13 th edition Chapter 10: Crafting the Brand Positioning Charlie Guzman crguzmanmd.blogspot.com Kotler Keller

4. Backbone of Marketing Strategy Segmentation Targeting Positioning

5. What is Positioning? Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

6. Example of Positioning

8. Writing a Positioning Statement “ To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine...You can stay alert & keep going even when you haven’t been able to get a good night’s sleep.”

12. Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor

13. Desirability Criteria for PODs Relevance Distinctiveness Believability

14. Deliverability Criteria for PODs Feasibility Communicability Sustainability

18. Differentiation Strategies Product Channel Image Personnel

20. Personnel Differentiation

21. Channel Differentiation

22. Image Differentiation

23. Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products

24. Product Life Cycle (PLC)

26. Common PLC Patterns

27. Style, Fashion, and Fad Life Cycles

29. Long-Range Product Market Expansion Strategy

31. Marketing Program Modification Prices Distribution Advertising Sales promotion Services

33. Product in decline

34. Market Evolution Stages Emergence Growth Maturity Decline

35. Emerging Markets Single-niche Multiple-niche Mass-market

36. Maturity Strategies

38. Application in Health Care

39. MARKETING MANAGEMENT 13 th edition Chapter 10: Crafting the Brand Positioning Charlie Guzman crguzmanmd.blogspot.com Kotler Keller