Starbucks Industry
Starbucks Industry
POP & POD
Arriving at the proper positioning requires establishing the correct point of difference and point of parity associations.
Point of parity
Points-of-parity associations (POPs) are not necessarily unique to the brand but may in fact be shared with other brands.
Two types:
Category pops: necessary conditions for brand choice. exist more at the product level
Competitive pops: designed to negate competitors pods: trying to find a way to break into areas where competitors have an advantage to have a competitive position.
Point of difference
Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.
Different types of brand associations :
-Functional (performance-related)
– abstract (imagery-related)
The concept of POD is similar to the notion of Unique Selling Proposition : USP , idea that advertising should give consumers a compelling reason to buy a product that competitors could not match.
To summarize
POD = “Reason why”
POP = “No reason why not”
Choosing POPs & PODs
The most two important considerations in choosing POD are that consumers find the POD desirable and that they believe the firm has the abilities to deliver on it.
Desirability criteria (consumer perspective)
3 key desirability criteria for PODs that marketer must assess from a consumer perspective.
Personally relevant
Distinctive and superior
Believable and credible
Deliverability criteria (firm perspective)
3 key deliverability criteria for PODs that marketer must assess from a firm perspective.
Feasible : can the firm create the POD?
Profitable
Pre-emptive, defensible, and difficult to attack
Desirability is determined from the consumer point of view and deliverability is based on a company inherent capabilities .
Why position your product/ brand ?
Society has an overload of communication:
print information doubles every 4 years
every day 4000 books are published
more tv-stations
Internet-overload
80% of all information leaves the brain in 24 hours
? keep your message simple
How does the brain Work ?
The brain is limited
observes selectively
remembers selectively
simplifies
The brain hates confusion
The brain is insecure
The brain is slow
POSITIONING
Positioning is choosing a position in the target groups minds, that:
is distinctive from the competition
is relevant for the target group
fits the organisation
with the aim of creating a preference.
The positioning should be
Relevant
Distinctive
Important in consumer decision proces
Deliver the promise
Understandable
Sustainable (hard to copy)