Product positioning strategy - use of cultural symbols
What is Product Positioning?
Product position refers to what the consumer thinks of your
product when they are making a purchase decision.
Eg. lowest price, best service, freshest produce, “certified residue
free,” easy access
Different Product Positioning Strategies
Price and Quality
Positioning Strategy – Cultural Symbols
Culture can be defined as the customs, arts, social
institutions, and achievements of a particular nation, people, or
other social group
A population recognizes itself and the society through the use of
It is this fundamental principle that leads advertisers to associate
a particular product with a cultural symbol
This leads the target market populace to associate the product
with culture and the general understanding it identifies as
holy, artistic, refined or sophisticated.
Essentially, identify something that is very meaningful to people
and associate the brand with that symbol.
This helps to differentiate brands from other competitors.
An international marketing campaign started by the
Government of India in 2002, with the aim of promoting
Indian tourism to a global audience
Before 2002, the Indian government regularly prepared pamphlets and brochures
for the promotion of tourism. It had various state based ads showcasing the beauty
of each, however, it did not support tourism in a concerted fashion.
With this campaign, It formulated an integrated communication strategy with the
aim of promoting India as a destination of choice for the discerning traveler.
oThe campaign projected India as an attractive tourist destination by showcasing
different aspects/ symbols of Indian culture and history like
yoga, spirituality, dance, festivals and experiences like camel ride, climbing coconut
tree, kite flying etc.
oRanked ‘Highest Recall’ Advertisement worldwide by Travel and Leisure, 2011
oWinner of PATA Gold Award for best Print Ad and Best Destination Marketing Campaign
oWorld Travel Awards received for World’s leading Travel Destination Television Commercial &
Worlds leading Responsible Tourism Project
o21st Grand Prix Award 2011-for encouraging global tourism through audio-visual media
oAppeared during the Oscar, Grammy and BAFTA award functions
During the economic slowdown, tourism-related activities fell by 7% worldwide due to recession
but in India only by 2%. After the launch of Campaign,
Foreign Tourist Arrivals (FTAs) rose by 25%
Foreign Exchange Earnings (FEE) rose by 36%
FTAs in India during 2011 : 63 lakhs
FEEs in India during 2011 :Rs. 77591 crores
No. of destinations
It is an Indian stationery company
Manufactures art materials, marker pens, fountain pens, inks, pencils, and other
The TVC was made to promote one of the products
- Camlin Permanent Marker.
In India bangles, lockets and vermillion mark are
the symbol of married women in India.
Daily the husband applies vermilion on the wife forehead as it is believed to be
connected to his lifeline.
When the husband dies, Rudali (professional mourners) come and strip the women off
In the ad when the husband is alive he applies the vermilion on the women head with
the Camlin Permanent marker, and when he dies the professional mourners try to
remove the vermilion from the head but it doesn’t go.
After few minutes the husband comes back to life symbolizing that the camlin
permanent mark is too permanent to be removed easily. Thus highlighting the quality
of Camlin Permanent Marker.
o The Permanent Marker TV Commercial, (of Rudali with Bindi
fame) was selected to be shown in Japan as one of the world's
greatest TV Commercials by NTV Network, the biggest TV
network in Japan.
o It won Gold at The 40th Annual Abby awards in 2007 for best
creative idea and direction.
o Created a brand recall for a generic audience.
o The above event came as a very important event in the history
of the Indian advertisement industry. It was recognition as a
proof that the Indian advertisement industry has the potential to
produce some of the very best campaigns.
India’s largest manufacturer of electrical and telecommunication
Also manufactures polyvinyl chloride (PVC) sheets for various
applications like roofing, signage and interiors
Finolex being synonymous with safety for
more than 5 decades; thought it was time to shift from
the product-benefit approach to reposition the brand.
Finolex involved its end-users, the traditional Indian audience, in an
aesthetic sense to communicate the underlying message of a
traditional bond between Finolex & the color Laal.
Finolex, a non-core sector company, wished to see that its products
be well accepted today by consumers and communicated the same
using a cultural environment to strike a chord with the audience.
The company has set several benchmarks and has been
recognised in the global arena
o Ranked among the leading organizations of Business India's
Super 500 Corporations
o Survey conducted by Business Today and Stern Standard,
Finolex was listed amongst the Best Wealth Creating
Companies of India
o IIM-LIC award for Marketing Excellence
o Featured in the Top 150 Hidden Champions of the World by
World Link, Geneva.
Brand Finolex has become synonymous with quality and
The most preferred brand among electricians, architects
and builders, Finolex ranks high on the brand recognition
Being a pioneer in advertising it is a brand with an excellent
top-of mind recall
Connect with Target
In order to make an impression on your target consumer
population, as a manufacturer or a producer you would need to
convince the consumer that there is INDEED a special feature in
your product that (s)he would like to use or possess
The aim of marketing is to know and understand the
customer so well the product or service fits him
and sells itself.
- Peter Drucker