logging in or signing up product mix karthik0203 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 213 Category: Business & Fin.. License: All Rights Reserved Like it (1) Dislike it (0) Added: February 27, 2011 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Crafting the Brand Positioning: Crafting the Brand Positioning Marketing Management, 13 th ed 10Marketing Strategy: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 2 Marketing Strategy Segmentation Targeting PositioningWhat is Positioning?: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 3 What is Positioning? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.Value Propositions: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 4 Value Propositions 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 priceDifferentiation Strategies: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 5 Differentiation Strategies Product Channel Image PersonnelProduct Differentiation: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 6 Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting MaintenancePersonnel Differentiation: Singapore Airlines: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 7 Personnel Differentiation: Singapore AirlinesChannel Differentiation: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 8 Channel DifferentiationImage Differentiation: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 9 Image DifferentiationClaims of Product Life Cycles: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 10 Claims of Product Life Cycles Products have a limited life Product sales pass through distinct stages each with different challenges and opportunities Profits rise and fall at different stages Products require different strategies in each life cycle stageFigure 10.1 Sales and Product Life Cycle: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 11 Figure 10.1 Sales and Product Life CycleFigure 10.3 Style, Fashion, and Fad Life Cycles: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 12 Figure 10.3 Style, Fashion, and Fad Life CyclesSlide 13: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 13 Marketing Strategies: Growth Stage Improve product quality and add new product features and improved styling Add new models and flanker products Enter new market segments Increase distribution coverage and enter new distribution channels Shift from product-awareness advertising to product-preference advertising Lower prices to attract next layer of price-sensitive buyers Product Life-Cycle Marketing StrategiesSlide 14: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 14 Marketing Strategies: Maturity Stage Market Modification Expand number of brand users by: Converting nonusers Entering new market segments Winning competitors’ customers Convince current users to increase usage by: Using the product on more occasions Using more of the product on each occasion Using the product in new ways Product Life-Cycle Marketing StrategiesSlide 15: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 15 Marketing Strategies: Decline Stage Increase firm’s investment (to dominate the market and strengthen its competitive position) Maintain the firm’s investment level until the uncertainties about the industry are resolved. Decrease the firm’s investment level selectively by dropping unprofitable customer groups, while simultaneously strengthening the firm’s investment in lucrative niches Harvesting (“milking”) the firm’s investment to recover cash quickly Divesting the business quickly by disposing of its assets as advantageously as possible. Product Life-Cycle Marketing StrategiesMarketing Product Modifications: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 16 Marketing Product Modifications Quality improvements Feature improvements Style improvements Summary of Product Life-Cycle Characteristics, Objectives, and Strategies: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 17 Summary of Product Life-Cycle Characteristics, Objectives, and Strategies Introduction Growth Maturity Characteristics Sales Low sales Rapidly rising sales Peak sales Costs High cost per customer Average cost per customer Low cost per customer Profits Negative Rising profits High profits Customers Few Growing Number Stable number beginning to decline See text for complete table You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
product mix karthik0203 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 213 Category: Business & Fin.. License: All Rights Reserved Like it (1) Dislike it (0) Added: February 27, 2011 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Crafting the Brand Positioning: Crafting the Brand Positioning Marketing Management, 13 th ed 10Marketing Strategy: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 2 Marketing Strategy Segmentation Targeting PositioningWhat is Positioning?: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 3 What is Positioning? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.Value Propositions: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 4 Value Propositions 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 priceDifferentiation Strategies: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 5 Differentiation Strategies Product Channel Image PersonnelProduct Differentiation: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 6 Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting MaintenancePersonnel Differentiation: Singapore Airlines: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 7 Personnel Differentiation: Singapore AirlinesChannel Differentiation: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 8 Channel DifferentiationImage Differentiation: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 9 Image DifferentiationClaims of Product Life Cycles: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 10 Claims of Product Life Cycles Products have a limited life Product sales pass through distinct stages each with different challenges and opportunities Profits rise and fall at different stages Products require different strategies in each life cycle stageFigure 10.1 Sales and Product Life Cycle: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 11 Figure 10.1 Sales and Product Life CycleFigure 10.3 Style, Fashion, and Fad Life Cycles: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 12 Figure 10.3 Style, Fashion, and Fad Life CyclesSlide 13: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 13 Marketing Strategies: Growth Stage Improve product quality and add new product features and improved styling Add new models and flanker products Enter new market segments Increase distribution coverage and enter new distribution channels Shift from product-awareness advertising to product-preference advertising Lower prices to attract next layer of price-sensitive buyers Product Life-Cycle Marketing StrategiesSlide 14: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 14 Marketing Strategies: Maturity Stage Market Modification Expand number of brand users by: Converting nonusers Entering new market segments Winning competitors’ customers Convince current users to increase usage by: Using the product on more occasions Using more of the product on each occasion Using the product in new ways Product Life-Cycle Marketing StrategiesSlide 15: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 15 Marketing Strategies: Decline Stage Increase firm’s investment (to dominate the market and strengthen its competitive position) Maintain the firm’s investment level until the uncertainties about the industry are resolved. Decrease the firm’s investment level selectively by dropping unprofitable customer groups, while simultaneously strengthening the firm’s investment in lucrative niches Harvesting (“milking”) the firm’s investment to recover cash quickly Divesting the business quickly by disposing of its assets as advantageously as possible. Product Life-Cycle Marketing StrategiesMarketing Product Modifications: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 16 Marketing Product Modifications Quality improvements Feature improvements Style improvements Summary of Product Life-Cycle Characteristics, Objectives, and Strategies: Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10- 17 Summary of Product Life-Cycle Characteristics, Objectives, and Strategies Introduction Growth Maturity Characteristics Sales Low sales Rapidly rising sales Peak sales Costs High cost per customer Average cost per customer Low cost per customer Profits Negative Rising profits High profits Customers Few Growing Number Stable number beginning to decline See text for complete table