Notes

Multiple Frames of Reference
When a brand faces different types of competitors, it needs to adopt multiple frames of reference, each with its own points-of-parity (POPs) and points-of-difference (PODs).

Example: Starbucks
Quick-Serve Restaurants and Convenience Shops

Competitors: McDonald's, Dunkin' Donuts
Intended PODs:
Quality: Starbucks emphasizes the high quality of its coffee compared to typical fast-food coffee.
Image: Starbucks portrays a sophisticated and premium image.
Experience: The ambiance and environment in Starbucks stores are designed to provide a relaxing experience.
Variety: Starbucks offers a wide range of beverages and snacks.
Intended POPs:
Convenience: Like McDonald's and Dunkin' Donuts, Starbucks has numerous locations and drive-thrus.
Value: Starbucks offers competitive pricing and loyalty programs.
Home and Office Consumption

Competitors: Folgers, NESCAFÉ instant, Green Mountain Coffee K-Cups
Intended PODs:
Quality: Starbucks promotes its coffee as superior in taste and quality.
Image: Even at home, the Starbucks brand evokes a premium feel.
Experience: Starbucks aims to replicate the coffee shop experience at home.
Variety: A wide range of products including whole bean, ground coffee, and capsules.
Freshness: Starbucks emphasizes the freshness of its coffee.
Intended POPs:
Convenience: Starbucks products are easy to find in supermarkets and online.
Value: The products are competitively priced.
Local Cafés

Competitors: Independent coffee shops
Intended PODs:
Convenience: Starbucks locations are widespread and easy to access.
Service Quality: Starbucks focuses on providing high-quality customer service.
Intended POPs:
Product Quality: Comparable to local cafés.
Variety: Similar range of products and beverages.
Price: Competitive pricing with local cafés.
Community: Starbucks also aims to be a part of the local community with initiatives and events.
Straddle Positioning
Straddle positioning allows a brand to address multiple frames of reference with a single set of POPs and PODs.

Example: Subway
Positioning: Healthy, good-tasting sandwiches
Against Fast-Food Restaurants (e.g., McDonald's, Burger King):
POP: Taste - Subway sandwiches are tasty and comparable to other fast-food options.
POD: Health - Subway emphasizes the healthiness of its sandwiches, with options for low-calorie and fresh ingredients.
Against Health Food Restaurants:
POP: Health - Subway sandwiches are healthy, aligning with the offerings of health food restaurants.
POD: Taste - Subway emphasizes that its healthy options do not compromise on taste.
Example: BMW
Positioning: The Ultimate Driving Machine, offering both luxury and performance.
Against U.S. Performance Cars (e.g., Chevy Corvette):
POP: Performance - BMW's cars match the performance of American sports cars.
POD: Luxury - BMW offers a level of luxury not found in typical performance cars.
Against U.S. Luxury Cars (e.g., Cadillac):
POP: Luxury - BMW's cars match the luxury of American luxury cars.
POD: Performance - BMW offers a level of performance not found in typical luxury cars.
Choosing Specific POPs and PODs
Selecting the right POPs and PODs involves emphasizing benefits that are desirable, deliverable, and differentiating.

Example: Dove Soap
Attribute: One-quarter moisturizing cream
Benefit: Softer skin
POP: Cleansing - Like other soaps, Dove cleans the skin effectively.
POD: Moisturizing - Dove differentiates itself by also providing superior moisturizing benefits, leading to softer skin.
Example: Singapore Airlines
Attribute: Well-trained flight attendants, strong service culture
Benefit: Superior customer service
POP: Reliable service - Comparable to other major airlines.
POD: Exceptional customer service - Singapore Airlines is known for going above and beyond in customer care.
Perceptual Maps
Perceptual maps help visualize consumer perceptions and market positioning.

Example: Beverage Market Perceptual Map
Map (a) Current Perceptions:

Brands: A, B, C, D

Attributes: Taste (light vs. strong), Image (contemporary vs. traditional)

Segment Preferences:

Segment 1: Prefers light taste and contemporary image.
Segment 2: Prefers strong taste and contemporary image.
Segment 3: Prefers strong taste and traditional image.
Map (b) Possible Repositioning for Brand A:

Current Position: Balanced in taste and imagery, not strongly preferred by any segment.
Option A': Make the image more contemporary to appeal to Segment 1.
Option A'': Make the taste lighter to appeal to Segment 2.
Emotional Branding
Emotional branding connects with customers on a deeper level by appealing to both rational and emotional aspects.

Example: Mederma
Original Focus: Practical benefits of scar treatment.
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