Brand Position

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Brand Position

  1. 1. BRAND POSITIONING<br />Presented to<br />Submitted by<br /> Arun K S Nagarkoti<br /> Ashutosh Roy <br />
  2. 2. What ?<br />Act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind<br />Phillip Kotler<br />Positioning is owning a piece of consumer’s mind<br />Al Ries & Jack Trout<br />
  3. 3. EXAMPLES<br /> Colgateis Protection<br /> Lux is Glamour<br /> Axe is Sexual Attraction<br /> Gillette isQuality<br />
  4. 4. WHY ?<br /><ul><li>The media explosion
  5. 5. The product explosion
  6. 6. The advertising explosion</li></li></ul><li>How ?<br /><ul><li>Be first to get into a person’s mind
  7. 7. Fair & Lovely, Dalda, Xerox, Amul
  8. 8. Find a unique position
  9. 9. Manipulate what is there in the customer’s mind</li></ul>Concentrate on the perceptions of the prospect, not the reality of the product<br /> Al Ries & Jack Trout<br />
  10. 10. requirements<br /><ul><li>Understand the role of words and its affect on the people
  11. 11. Thanda matalab Coca Cola
  12. 12. Dar ke Age Jeet hai
  13. 13. Need long term vision
  14. 14. Toyota , Apple
  15. 15. Courage
  16. 16. Xerox</li></li></ul><li>requirements<br /><ul><li>Simplicity of massage
  17. 17. Patience
  18. 18. Maggi noodles
  19. 19. Subtlety
  20. 20. Maggi noodles</li></li></ul><li>When it comes to brands, consumers make a choice, but with products, they make a comparison<br />
  21. 21. Key components to positioning<br /><ul><li>Target end user
  22. 22. Frame of reference – Competitors, Environment, Ethics, etc.
  23. 23. Key benefits
  24. 24. Reason to believe</li></li></ul><li>Market segmentation<br /><ul><li>Behavioral</li></ul>User status<br />Usage rate<br />Benefits sought<br /><ul><li>Demographic</li></ul>Income<br />Age<br />Sex<br />Race<br />family<br />
  25. 25. Market segmentation<br /><ul><li>Psychographic</li></ul>Values, opinions and attitudes<br />Activities and lifestyle<br /><ul><li>Geographic</li></ul>International<br />Regional<br /><ul><li>Buying condition</li></ul>Purchase location<br />Who buys<br />Type of buy<br />
  26. 26. benefits<br /><ul><li>Points of parity</li></ul>Category<br />Competitive<br /><ul><li>Points of difference</li></ul>Unique selling proposition<br />Sustainable competitive advantage<br />
  27. 27. Pop’s & pod’s<br /><ul><li>Desirability</li></ul>Personally relevant<br />Distinctive & superior<br />Believable & credible<br /><ul><li>Deliverability</li></ul>Feasible <br />Profitable<br />Defensible<br />
  28. 28. Brand mantras<br />A brand mantra is an articulation of the “heart and soul” of the brand.<br /><ul><li>Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.
  29. 29. Nike
  30. 30. Authentic Athletic Performance
  31. 31. Disney
  32. 32. Fun Family Entertainment</li>

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