Customer-Driven Marketing Strategy Creating Value for Target Customers参考.ppt

Positioning maps show consumer perceptions of their brands versus competing products on important buying dimensions Differentiation and Positioning Differentiation and Positioning Identifying a set of possible competitive advantages to build a position Choosing the right competitive advantages Selecting an overall positioning strategy Developing a positioning statement Choosing a Differentiation and Positioning Strategy Differentiation and Positioning Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices Identifying Possible Value Differences and Competitive Advantages Differentiation and Positioning Identifying a set of possible competitive advantages to build a position by providing superior value from: Choosing a Differentiation and Positioning Strategy Differentiation and Positioning Difference to promote should be: Choosing the Right Competitive Advantage Differentiation and Positioning Value proposition is the full mix of benefits upon which a brand is positioned Selecting an Overall Positioning Strategy Differentiation and Positioning To (target segment and need) our (brand) is (concept) that (point of difference) Developing a Positioning Statement Choosing the positioning is often easier than implementing the position. Communication and Delivering the Chosen Position All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall * * * * * * * * * * Chapter 7- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 7- slide * Copyright ? 2009 Pearson Education, Inc. ? Publishing