ºÝºÝߣ

ºÝºÝߣShare a Scribd company logo

MBA-Marketing M-Crafting The Brand Positioning.ppt

•Download as PPT, PDF•
•
G
Gopi23

MARKETING

1 of 6
Download to read offline
azi CRAFTING THE BRAND POSITIONING Presentation
azi Differentiation Strategies Q1. Explain how brands are differentiated. É· Product Differentation É· Personnel Differentiation Product form Features Performance Conformance Durability Reliability Repairability Style & design Different product Service Dimensions ordering ease Delivery Installation Customer training Customer consulting Maintenance & repair 1 2 Compentence Courtesy Credibility Reliability Responsiveness Communication Better- trained people SIA flight attendant - Worldwide reputation for excellent service
azi • ɷ Channel Differentiation Cont..Differentiation Strategies Coverage Distribution channel Identity & Image expertise performance Order Online Establish product character Value proposition Delivers emotional power 3 4 Giordano means ‘Service’,expressed in colors,slogans,atmosphere ɷ Image Differentiation Marlboro branding on Ferrari Formula One Car and team
azi Marketing Strategies Q2.Discuss the marketing strategies that are appropriate at each stage of the product life cycle. Stage 1 - Introduction Decide to offer a basic product and enter market Product that came out on time but 50% over budget cut their profits by 4% only compared to product that came out late,losing 33% profit. Stage 2 – Growth Offer product extensions, Service, Warranty Rapid climb in sales, new competitors enter the market. Sustain market growth with new strategies, eg enter new market segment,improve or add new product. Stage 3 - Maturity Diversify Brands Rate of sales growth slow. Abandon weak product and concetrate on more profitable or new product.
azi Stage 4 – Decline Phase out weak items Cont…..Marketing Strategies Sales declined due to; technological advances;shift in consumer tastes and increased competitors LEADING to ;- Overcapacity,increased to price-cutting & profit erosion
azi THANK YOU.

More Related Content

MBA-Marketing M-Crafting The Brand Positioning.ppt

  • 1. azi CRAFTING THE BRAND POSITIONING Presentation
  • 2. azi Differentiation Strategies Q1. Explain how brands are differentiated. É· Product Differentation É· Personnel Differentiation Product form Features Performance Conformance Durability Reliability Repairability Style & design Different product Service Dimensions ordering ease Delivery Installation Customer training Customer consulting Maintenance & repair 1 2 Compentence Courtesy Credibility Reliability Responsiveness Communication Better- trained people SIA flight attendant - Worldwide reputation for excellent service
  • 3. azi • É· Channel Differentiation Cont..Differentiation Strategies Coverage Distribution channel Identity & Image expertise performance Order Online Establish product character Value proposition Delivers emotional power 3 4 Giordano means ‘Service’,expressed in colors,slogans,atmosphere É· Image Differentiation Marlboro branding on Ferrari Formula One Car and team
  • 4. azi Marketing Strategies Q2.Discuss the marketing strategies that are appropriate at each stage of the product life cycle. Stage 1 - Introduction Decide to offer a basic product and enter market Product that came out on time but 50% over budget cut their profits by 4% only compared to product that came out late,losing 33% profit. Stage 2 – Growth Offer product extensions, Service, Warranty Rapid climb in sales, new competitors enter the market. Sustain market growth with new strategies, eg enter new market segment,improve or add new product. Stage 3 - Maturity Diversify Brands Rate of sales growth slow. Abandon weak product and concetrate on more profitable or new product.
  • 5. azi Stage 4 – Decline Phase out weak items Cont…..Marketing Strategies Sales declined due to; technological advances;shift in consumer tastes and increased competitors LEADING to ;- Overcapacity,increased to price-cutting & profit erosion