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Concept: Positioning, Differentiation, & Brand Triangle

Concept: Positioning, Differentiation, & Brand Triangle. Meeting 5. The Triangle. Singapore Airline: impeccable service around the world. Example. 9 Elements of Marketing. Segmentation . See the market creatively & divide them into several segments based on psychographic or behavior.

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Concept: Positioning, Differentiation, & Brand Triangle

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  1. Concept: Positioning, Differentiation, & Brand Triangle Meeting 5

  2. The Triangle

  3. Singapore Airline: impeccable service around the world

  4. Example

  5. 9 Elements of Marketing

  6. Segmentation See the market creatively & divide them into several segments based on psychographic or behavior

  7. Targeting Choosing one or more than one segment, based on market size, market growth, competitive advantage, and competitive situation

  8. Positioning Reason for being Promise that your product, brand, and company give

  9. Example: Kijang mobildambaankeluargaIndonesia

  10. Clear: Ketombe.. SiapaTakut

  11. Differentiation • Tools to fulfill your promise • Effort to differentiate your company with competitors • How to: • Content (what to offer) • Context (how to offer) • Infrastructure (the enabler: technology, facilities, HRM) • Example: Mc. Donald

  12. Marketing Mix Integrate what the company offers (product, price) with access (place/distribution channel, promotion) Example: Unilever (Lux, Rinso, Pepsodent)

  13. Selling • Tactic to create long term relationship with customer • Three levels of selling: • Feature Selling • Benefit Selling • Solution Selling

  14. Brand Value indicator for company and product “UMBRELLA” to represent product/service Example: Kompas

  15. Service Value enhancer (paradigm to create continuous value for customer through our products and services)

  16. Process Value enabler (manage value added supply chain process) Requirement of good process: Quality, Cost, Delivery Example: Lippo Shop

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