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Positioning Platform Development for PAN Nigeria
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Positioning Platform Development for PAN Nigeria

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A Positioning Strategy document developed for PAN Nigeria, owners of the Peugeot Brand in Nigeria

A Positioning Strategy document developed for PAN Nigeria, owners of the Peugeot Brand in Nigeria

Published in Marketing , Business
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  • 1. Positioning Platform (a pre-brand strategy plan) Developed by Dele Ogundahunsi (Brand Strategy Consultant)
  • 2. 2 agenda-setting: what is & what is not
  • 3. a note of caution: what this document is and what it is not 3 Positioning (what position the brand occupies in the minds of consumers/customers) is: -focused on distinctive characteristics, the ‘discriminator.’ -a comparative concept, relative to competitive set. -shorter-term in outlook and less stable, lasting, and enduring. -based on core values and distinctive competitive advantages -used to support external communications while -is the foundation for the brand It’s about Positioning which is only a fraction of Brand Strategy Brand Strategy (which provides a plan for the systematic development of a strong coherent brand in order to enhance revenue and profits) is: -what bridges the gap between business strategy and marketing strategy. -a summary of the two key pillars of brand management: Corporate/Brand Identity (mainly used internally) and Brand Positioning. It is not about Brand Strategy, which is an integral part of the overall strategic marketing process. Wrap Up: this document is about PAN Nigeria’s Positioning - It shapes and supports the corporate identity, but doesn’t reflect its full character and personality - It does, however, define a fundamental level of differentiation based on the corporate/ brand promise and a distinctive set o fcompetitive advantages (brand drivers/attributes). - It should remain constant over time, evolving slowly, only as PAN Nigeria itself evolves. it should be revised, if necessary, every 5/6 years to reflect evolutionary changes in the mission, vision, and capabilities of PAN Nigeria.
  • 4. a note of caution: what this document is and what it is not 4 BrandEquity Future Today Today Time 5-7 Years Rallying Cry Brand / Corporate Identity: Positioning: Credible, Relevant, Differentiated Starting Point: Positioning & Long-Term Identity Current Brand Image
  • 5. foundation: the positioning process 5
  • 6. the brand assessment framework: points of parity & difference 6 Customers & End Users Competitive Strengths Our PODs (potential differentiators) Potential Brand Differences -Oldest surviving auto assembly plant (experience, resilience & history) -Local cluster development (especially in the North- West) -In the past, massive consumer acceptance of Product (Peugeot) for many Years -Scalability of Production infrastructure (adaptable to extensions) POPs (tablestakes) Points of Parity (Category Benefits) -National Automotive Development Policy as leveler (encourages local assemblies) -Consumer financing Options via banks (partnerships with financial institutions available to all players) Competitive Brand Differences --New assemblies can readily access modern/latest technology -Substantial & strong dealership network (sales & after sales support) -Consumer/end-user preference over the years Their PODs (our vulnerabilities) Wants and Needs -Reasonable trade profit margins on products -Affordability of products -After Sales Support on products -Marketing Support -Fuel economy of products POD analysis: to identify what ideas from the PAN Nigeria brand and competitive brands that are most meaningful and potentially differentiating POP analysis: to identify which category benefits are critical for establishing credibility. Brand Strengths
  • 7. positioning building blocks: identifying pan nigeria’s positioning factors SUPPORT BENEFIT “Tested Automotive Engineering Solutions”  Category: Automobile Manufacturing & Automotive Engineering  Need State/Problem: Rugged, Accessible & Affordable automobiles & after-sales support (dependability)  Experience (manufacturing , sales & after-sales)  Known name associated with Nigeria for years  History of Providing employ- ment & affordable & terrain- compatible quality products to Nigerians) 7
  • 8. corporate position: pan nigeria’s positioning framework 8 Key Benefit Reasons to Believe Brand Positioning Statement For Nigerians in need of dependable vehicles, PAN Nigeria is the tested manufacturer that provides one-stop automotive engineering, (based on its experience, history & capacity). Target Frame of Reference • Target (the segment for whom the positioning is intended): for (a transiting Nigeria &) Nigerians who need dependable automobiles • Frame of Reference (The category of products/services or competitive set): PAN Nigeria is the tested manufacturer • Key Benefit (What the brand delivers to the target that is credible, differentiated and relevant): one-stop automotive engineering • Reasons to Believe/ Proof Points (Activities, technologies and capabilities that prove the brand can deliver on the key benefit): experience, resilience, peugeot, capacity, infrastructure
  • 9. corporate position: pan nigeria’s positioning platform 9 Brand Promise Positioning Statement Brand Drivers Attribute Attribute AttributeAttributeAttribute Benefits, Outcome Benefits, Outcome Benefits, Outcome Benefits, Outcome Example Example Example Example Example Brand Values Core Value Core Value Core Value Core Value Core Value Core Value Key Messages Proof Points
  • 10. corporate position: pan nigeria’s positioning platform 10 Brand Promise All-round automotive engineering Brand Drivers (attributes) Experience Resilience Capacity Infrastructure History Key Messages (benefits, outcomes) Can produce efficient autos Still relevant to Nigeria’s dreams Well-trained personnel /Best Practices Can meet the nation’s automotive needs in multifarious ways Truly Nigerian Proof Points (examples) Has been producing Peugeot since 1972 Previous changes in ownership structure/peers are moribund Management Team is tested. Operational staff are skilled & Experienced The PAN assembly can manufacture tractors & function as training facilities Has been identified with Nigeria for years through the Peugeot brand Brand Values (core value) Excellence Consistency Professionalism Innovation Partnership Positioning Statement For Nigerians in need of dependable vehicles, PAN Nigeria is the tested manufacturer that provides one-stop automotive engineering
  • 11. execution: expressing the brand 11
  • 12. execution: tagline treatment 12 Taglines Rationale Nigeria’s No. 1 automaker Based on PAN Nigeria’s history, capabilities and present status as the single surviving of 6 early entrant auto assemblies One-stop automotive solutions Scalable infrastructural facilities and capacity have make it possible for PAN Nigeria to provide multifarious services in automotive engineering Firstly Nigerian PAN Nigeria is an indigenous company, an icon of the Nigerian people and puts Nigeria first in all its business goals Nigeria in motion PAN Nigeria has been a dependable partner to Nigeria & Nigerians over the years through the Peugeot brand People. Places. Performance PAN Nigeria as an enabler: providing people (Nigerians) with dependable tools (quality autos/performance) to take them wherever they wish to go. Tagline Substantiation -Sustainability: the taglines are founded on fundamental attributes & values that will not shift due to short-term changes in the marketplace. Also, the brand platform on which taglines are based, will evolve slowly and strategically over the years, only as the institution itself evolves. -Affinity: taglines and brand drivers are adaptable to the all the organization’s markets & audiences. They resonate with trade, as well as the public at large
  • 13. execution: tagline treatment 13 Tagline Options Rationale Nigeria’s No. 1 automaker Based on PAN Nigeria’s history, capabilities and present status as the single surviving of 6 early entrant auto assemblies One-stop automotive solutions Scalable infrastructural facilities and capacity have make it possible for PAN Nigeria to provide multifarious services in automotive engineering Firstly Nigerian PAN Nigeria is an indigenous company, an icon of the Nigerian people and puts Nigeria first in all its business goals Nigeria in motion PAN Nigeria has been a dependable partner to Nigeria & Nigerians over the years through the Peugeot brand People. Places. Performance PAN Nigeria as an enabler: providing people (Nigerians) with dependable tools (quality autos/performance) to take them wherever they wish to go.
  • 14. execution: logo development 14
  • 15. 15 merci thank you