Marketing Management I
Marketing Management I. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial Management and Engineering, IIT Kanpur. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. (from nptel.ac.in)
| Lecture 46 - Crafting the Positioning and Branding Effectively |
Concepts covered in this lecture: 1. Developing and Establishing a Brand Positioning, 2. Choosing a Competitive Frame of reference, 3. Identifying Points-of-Difference and Points-of-Parity, 4. Establishing a Brand Positioning, 5. Alternative Approaches to Positioning, 6. Competitive Strategies for Market Leaders, 7. Market Challenger Strategies, Market Follower Strategies, Market-Nicher Strategies.
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