1. Workshop
on
Brand Positioning

2. Task-1
1. Make a choice regarding a new product that you
wish to market.
– Idea generation
– Screening
– Test marketing
2. Clearly specify its:
– Product attributes
– Target market
3. Prepare a brief about the marketing mix strategy

3. Task-2
Identify for Brand X:
Points-of-Parity
Points-of-Difference

4. Task-3
Assess each POP and POD on:
• Desirability criteria (consumer perspective)
– Personally relevant
– Distinctive & superior
– Believable
• Deliverability criteria (firm perspective)
– Feasible
– Profitable
– Pre-emptive, defensible & difficult to attack

5. Task-4
Decide brand X’s positioning strategy:
• Who am I?
– Positioning by corporate Identity
– Positioning by brand endorsement
• What am I?
– Category related positioning
– Benefit related positioning
– Usage occasion and time related positioning
– Price-Quality positioning

6. • For whom am I?
– Positioning by Target segment
• Why me?
– Positioning by unique attributes
– Positioning by competitors

7. Task-5
Develop Positioning statement that clearly
specifies:
Target audience
Frame of reference
Benefit/point of difference
Reason to believe

8. Task-6
Evaluate your positioning statement….
• Is it memorable, motivating and focused to the core
prospect?
• Does it provide a clear, distinctive and meaningful
picture of the brand that differentiates it from the
competition?
• Can the brand own it?
• Is it credible and believable?
• Does it enable growth?
• Does it serve as a filter for brand decision making?

9. Task-7
• Do you anticipate any possible
errors in your chosen positioning
strategy????

10. Thank You!