Federico D. Aranzamendez III, MD DPBO
Ateneo Graduate School of Business
MBA-H Batch 8
May 2010
CRAFTING THE BRAND POSITIO...
10-2
Our STRATEGY!
1. Segment the Market
2. Find the target
3. Get the BEST position
federicoaranzamendeziii@blogspot.com
– the act of designing a set of
meaningful differences
– to distinguish the
company’s offering from
competitors offerings....
federicoaranzamendeziii@blogspot.com
Ways of Differentiation
• Product
Differentiation
. Services
federicoaranzamendeziii@blogspot.com
Ways of Differentiation
• Personnel
• Image
Differentiation
federicoaranzamendeziii@blogspot.com
Product Differentiation
Ways of Differentiation
Design
& Style
Performance Features
Service Differentiation
10-7
• Ordering ease
• Delivery – fast but careful
• Maintenance and repair
• After sales service
...
federicoaranzamendeziii@blogspot.com
Personnel Differentiation
• Competence
• Courtesy
• Credibility
• Reliability
• Respo...
federicoaranzamendeziii@blogspot.com
Image Differentiation
• Symbols
• Media
• Atmosphere
• Events
Ways of Differentiation
federicoaranzamendeziii@blogspot.com
• Product Position
– the place the product occupies in consumers’
minds relative to c...
Positioning Strategy
How Many Differences ?
Be No. 1! Or Do it all!
Which Differences?
PROMOTE THE DIFFERENCE/S
federicoar...
Positioning Strategy
• Important – high value
• Superior -- more benefits
• Communicable – visible “D”
• Pre- emptive – ha...
VALUE PROPOSITIONS
federicoaranzamendeziii@blogspot.com
LESS MORE
SAME FOR
LESS
VALUE PROPOSITIONS
federicoaranzamendeziii@blogspot.com
VALUE PROPOSITIONS
MORE
FOR
MORE
MORE
FOR THE
SAME
federicoaranzamendeziii@blogspot.com
SAME FOR LESS
VALUE PROPOSITIONS
federicoaranzamendeziii@blogspot.com
VALUE PROPOSITIONS
LESS FOR MUCH LESS
MORE FOR LESS
federicoaranzamendeziii@blogspot.com
POSITIONING STATEMENT
• Target segment and need
TO
• Brand
OUR
• Concept
IS
• Point of difference
THAT
federicoaranzamende...
POSITIONING STATEMENT
• busy professionals who need to be
always in the loopTO
• company, Blackberry
OUR
• a wireless conn...
POSITIONING STATEMENT
• average income Filipino families
TO
• company, Camella Homes
OUR
• the biggest developer of reside...
POSITIONING STATEMENT
• patients seeking medical attention and
evaluationTO
• Company, EdMed Multi-specialty Clinic
OUR
• ...
COMMUNICATING AND
DETERMINING THE CHOSEN
POSITIONS
federicoaranzamendeziii@blogspot.com
“
Positioning is not about what you do to a product.
Positioning is what you do to the mind of the
prospect.
That is, you ...
Federico D. Aranzamendez III, MD DPBO
Ateneo Graduate School of Business
MBA-H
May 2010
CRAFTING THE BRAND POSITIONING
fed...
THANK YOU!
federicoaranzamendeziii@blogspot.com
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1.crafting the brand positioning

  1. 1. Federico D. Aranzamendez III, MD DPBO Ateneo Graduate School of Business MBA-H Batch 8 May 2010 CRAFTING THE BRAND POSITIONING federicoaranzamendeziii@blogspot.com
  2. 2. 10-2 Our STRATEGY! 1. Segment the Market 2. Find the target 3. Get the BEST position federicoaranzamendeziii@blogspot.com
  3. 3. – the act of designing a set of meaningful differences – to distinguish the company’s offering from competitors offerings. 1st Order of Battle federicoaranzamendeziii@blogspot.com
  4. 4. federicoaranzamendeziii@blogspot.com Ways of Differentiation • Product Differentiation . Services
  5. 5. federicoaranzamendeziii@blogspot.com Ways of Differentiation • Personnel • Image Differentiation
  6. 6. federicoaranzamendeziii@blogspot.com Product Differentiation Ways of Differentiation Design & Style Performance Features
  7. 7. Service Differentiation 10-7 • Ordering ease • Delivery – fast but careful • Maintenance and repair • After sales service Ways of Differentiation federicoaranzamendeziii@blogspot.com
  8. 8. federicoaranzamendeziii@blogspot.com Personnel Differentiation • Competence • Courtesy • Credibility • Reliability • Responsiveness • Communication Ways of Differentiation
  9. 9. federicoaranzamendeziii@blogspot.com Image Differentiation • Symbols • Media • Atmosphere • Events Ways of Differentiation
  10. 10. federicoaranzamendeziii@blogspot.com • Product Position – the place the product occupies in consumers’ minds relative to competing products POSITIONING 2nd Order of Battle
  11. 11. Positioning Strategy How Many Differences ? Be No. 1! Or Do it all! Which Differences? PROMOTE THE DIFFERENCE/S federicoaranzamendeziii@blogspot.com
  12. 12. Positioning Strategy • Important – high value • Superior -- more benefits • Communicable – visible “D” • Pre- emptive – hard to pirate • Affordable – buyers can pay • Profitable – company earns Criteria For Promotion of The “D” federicoaranzamendeziii@blogspot.com
  13. 13. VALUE PROPOSITIONS federicoaranzamendeziii@blogspot.com
  14. 14. LESS MORE SAME FOR LESS VALUE PROPOSITIONS federicoaranzamendeziii@blogspot.com
  15. 15. VALUE PROPOSITIONS MORE FOR MORE MORE FOR THE SAME federicoaranzamendeziii@blogspot.com
  16. 16. SAME FOR LESS VALUE PROPOSITIONS federicoaranzamendeziii@blogspot.com
  17. 17. VALUE PROPOSITIONS LESS FOR MUCH LESS MORE FOR LESS federicoaranzamendeziii@blogspot.com
  18. 18. POSITIONING STATEMENT • Target segment and need TO • Brand OUR • Concept IS • Point of difference THAT federicoaranzamendeziii@blogspot.com
  19. 19. POSITIONING STATEMENT • busy professionals who need to be always in the loopTO • company, Blackberry OUR • a wireless connectivity solution IS • gives you an easier more reliable way to stay connected to data, people and resources while on the go THAT federicoaranzamendeziii@blogspot.com
  20. 20. POSITIONING STATEMENT • average income Filipino families TO • company, Camella Homes OUR • the biggest developer of residential communities for low and affordable segment in the Philippines IS • pioneered value for money homes in master planned communitiesTHAT federicoaranzamendeziii@blogspot.com
  21. 21. POSITIONING STATEMENT • patients seeking medical attention and evaluationTO • Company, EdMed Multi-specialty Clinic OUR • a multi-specialty clinic in the centre of business and residential communitiesIS • provides you the venue for quality specialty consult and evaluation with highly trained specialists as well as basic and more advance instruments for a precise medical and surgical evaluation THAT federicoaranzamendeziii@blogspot.com
  22. 22. COMMUNICATING AND DETERMINING THE CHOSEN POSITIONS federicoaranzamendeziii@blogspot.com
  23. 23. “ Positioning is not about what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position products in the mind of the prospect..” Al. Ries and Jack Trout CRAFTING THE BRAND POSITIONING federicoaranzamendeziii@blogspot.com
  24. 24. Federico D. Aranzamendez III, MD DPBO Ateneo Graduate School of Business MBA-H May 2010 CRAFTING THE BRAND POSITIONING federicoaranzamendeziii@blogspot.com
  25. 25. THANK YOU! federicoaranzamendeziii@blogspot.com

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