Positioning “ The act of designing the company’s image and value offer so that the segment’s customers understand and appreciate what the company stands for in relation to its competitors”. Philip Kotler
Positioning is not what you do to a product -It is what you do to the mind of the customer When you listen “Mercedes-Benz” and Rolex watch The first word that comes to your mind is “prestige” which have been positioned in our minds in such a way that whenever we listen to it, we start thinking of prestige, it is called Positioning
Examples Liril–freshness Dominos–guaranteed pizza delivery in 30 minutes Fair & Lovely –fairness cream Pears–tender skin, like baby’s Bata–value for money shoes Woodland–sturdy shoes for adventure sports Zodiac–fine quality shirts Allen Solly –casual formal wear
To position a brandYou must decide :- -Who the Target Consumer is -Who your main competitors are -How the Brand is similar to your competitors -How the Brand is different from your competitors
3 C’s of positioning Customer based-Be relevant and credible to the customer-Write in consumers language and consumers point of view Competitive-Be distinct-Be persuasive-Be sustainable Company or Brand-Better company profile, better the perceived value of the product.
Steps in Positioning Identify Competitors. Determine most important attributes consumers use in choosing a brand. Determine consumers’ perceptions of competitors. Determine perceptions of your brand What is the ideal brand for your market segments? Assess best positioning strategy Track image of brand over time
How to go into the prospects mind Be firstExample ; Maggie, The Hindu News paper, Xerox To manipulateExample; Fair & Lovely, Dove Ignore conventional logicExample ; sprite
Guiding Principles…. A brands positioning should be updated every three to five years, or as often as needed to update the companys overall growth strategy. Positioning should drive all of an organizations brand strategies. Employees, not advertising agencies, bring a brand positioning to life. A strong brand positioning is customer driven and fits with customer perceptions of the brand.