Your SlideShare is downloading. ×
0
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Stp   positioning - 11-13
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Stp positioning - 11-13

373

Published on

summers mba prep

summers mba prep

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
373
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • A position statement is not a tagline because the audience is different; for a position statement, you are addressing company stakeholders versus a tagline is addressing customers.The tagline is a "translation" of the position statement into words that will have maximum effect on the customer.
  • Transcript

    • 1. SEGMENTATION TARGETING POSITIONING29th July 2011
    • 2. Result of “Positioning” Creation of “Customer - focused Value Proposition” Target Value Brand Benefits Customers Proposition Watch football at Convenience Delivery, Good home while Domino’s Pizza minded Pizza quality gorging on home lovers delivered pizza Small car A Spacious, consumers who Tata Indica Spaciousness small car without want a more extra costs spacious vehicle
    • 3. Positioning  Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
    • 4. POD’s Points of Difference “Attribute or benefit that cannot be found to the same extent with a competitive brand” Apple- Nike- Performance Lexus-Quality Design
    • 5. POP’s Points of Parity “Associations not necessarily unique to a brand, might be shared with other brands” “Designed to negate competitors POD”
    • 6. Category Membership Lakme - Raymonds- TCS- Cosmetics Men’s formal wear IT Consulting firm WHY ? Introduction of new products
    • 7. Approach to Positioning  1) Inform a Brand’s category membership  2) State its POD
    • 8. Choosing POPs & PODs Decide on which level to anchor the brands PODs More Brand Values Attractive Softer Skin Brand Benefits One Quarter Brand Attributes cleansing milk
    • 9. Positioning Statement To communicate a company or brand positioning  “To 16-18 year old males, who embrace excitement, adventure and fun, Mountain Dew is the great tasting carbonated soft drink that exhilarates like no other because it is energizing, thirst quenching, and has a one of a kind citrus flavor.”
    • 10. Positioning Statement Structure To (target group and need), our (brand) is (the concept/category membership) that (what the point-of-difference is or does) because (reason).

    ×