Thursday September 13 , 2012
Brand Positioning and Values
-is at the heart of the marketing strategy
-market: is a set of all actual and potential buyers who have interest,
income and access to a product
-market segmentation: divides market into homogenous categories,
consumers who have similar needs and consumer behavior
Criteria for Segmentation:
-identify: can we easily identify the segment?
-size: is there sales potential in the segment?
- accessibility: are the outlets and communication media available to
reach the segment?
-response: how will the segment respond to the marketing
Points of Parity & Points of Difference:
-POD: attributes/benefits that consumers associate with the brands and
believes that they could not find to the same extent with a competitive
-POP: not necessarily unique to the brand but may be shared with
-2 issues in arriving at the optimal competitive brand positioning
• Define and communi