Presented By: Siddharth Shankar Nath-026
 
<ul><li>Who  - SERVE, consulting KIITSOM </li></ul><ul><li>What   -  A Consulting Service For KIITSOM </li></ul><ul><li>Wh...
<ul><li>Serve  -  For Service </li></ul><ul><li>Symbols Of Golf Ball -  1. Giving job in Golf </li></ul><ul><li>Country </...
<ul><li>It communicates Freedom, Self confidence, Belief of achievement, Optimistic thinking, Success by Power of Self con...
<ul><li>Positioning  is a science of process to create an unique image or identity or occupying a unique space in the mind...
<ul><li>Organization Positioning </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Product Positioning </li></ul>
<ul><li>1. Organization Positioning </li></ul><ul><li>It Defines The quality, value & differentiation of an organization b...
<ul><li>2. Brand Positioning Statement </li></ul><ul><li>It is subjective in nature against others brands occupying unique...
<ul><li>Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing…, All work in integrating to each other to beat ...
<ul><li>3. Product Positioning </li></ul><ul><li>It Is objective in nature against others brands in the same product categ...
<ul><li>The Benz logo is a simplistic three-pointed star that represents its domination of the land, the sea, and the air....
<ul><li>It Communicates women’s choice of men who love to drive sports car, crazy about sports car. </li></ul>
<ul><li>It communicates D.R. – it means choice of doctors </li></ul><ul><li>It’s a symbol of Dr Anji. Reddy  ,  </li></ul>...
<ul><li>It communicates that it is technologically advanced. </li></ul><ul><li>“ Next Is What” means it adopts latest tech...
<ul><li>Understand Brand’s UVP (Unique Value Proposition) </li></ul><ul><li>Understand your customers’ current perception ...
<ul><li>1. Brand Attributes </li></ul><ul><li>Features & Benefits  </li></ul><ul><li>Brand  Consumers. </li></ul><ul><li>D...
<ul><li>3.  Competitor attributes </li></ul><ul><li>Features & Benefits </li></ul><ul><li>Other Brands in the market  Cons...
<ul><li>Defining the market in which the product or brand will compete (Who the relevant buyers are?)  </li></ul><ul><li>I...
<ul><li>Determine each product's current location in the </li></ul><ul><li>product space  </li></ul><ul><li>Determine the ...
<ul><li>Ex of 5 Mobiles </li></ul><ul><li>Stylish & Attractive </li></ul><ul><li>Philips </li></ul><ul><li>( Xenium X710) ...
<ul><li>It is important to fixing a competitive point of reference by defining customer target market & nature of competit...
<ul><li>1.  Points of parity </li></ul><ul><li>It means association deals not necessarily unique to brand but in reality s...
<ul><li>A. Category points of parity </li></ul><ul><li>Association that consumer consider as </li></ul><ul><li>being neces...
<ul><li>B. Competitive Points of parity </li></ul><ul><li>It associations attempt to discard or weaken </li></ul><ul><li>c...
 
<ul><li>2. Points of differences </li></ul><ul><li>It refers to strong, favourable & unique associations </li></ul><ul><li...
<ul><li>Other major factor taking in to consider </li></ul><ul><li>Assessment of consumer’s perceptions of competition </l...
<ul><li>By USP-Unique Selling Proposition </li></ul><ul><li>Ex –  </li></ul><ul><li>USP – </li></ul><ul><li>By Celebrity –...
<ul><li>It’s all about Mind Game deals with psychology to success or struggle in the market. </li></ul>
 
 
 
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Positioning In Terms Of Advertising

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Positioning In Terms Of Advertising

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Positioning In Terms Of Advertising

  1. 1. Presented By: Siddharth Shankar Nath-026
  2. 3. <ul><li>Who - SERVE, consulting KIITSOM </li></ul><ul><li>What - A Consulting Service For KIITSOM </li></ul><ul><li>When - 2 nd Year Nov Of A Batch To Lifelong </li></ul><ul><li>Why - For Providing Employment For Student Not </li></ul><ul><li>Get Campus Placement </li></ul><ul><li>Where - Near KIIT School Of Management, </li></ul><ul><li>Bhubaneswar, Pune, Bangalore, Noida </li></ul><ul><li>Operating Worldwide </li></ul><ul><li>Whom - For Student OF KIITSOM Against </li></ul><ul><li>Competitor </li></ul><ul><li>How - Strategy </li></ul>
  3. 4. <ul><li>Serve - For Service </li></ul><ul><li>Symbols Of Golf Ball - 1. Giving job in Golf </li></ul><ul><li>Country </li></ul><ul><li>2. Giving Worldwide </li></ul><ul><li>Placement </li></ul><ul><li>3. Flexibility </li></ul>
  4. 5. <ul><li>It communicates Freedom, Self confidence, Belief of achievement, Optimistic thinking, Success by Power of Self confidence to compete against other college student. </li></ul>
  5. 6. <ul><li>Positioning is a science of process to create an unique image or identity or occupying a unique space in the minds of the target market for its product, brand, or organization by marketer. </li></ul><ul><li>It is the ‘relative competitive comparison’. </li></ul><ul><li>King Khan With </li></ul><ul><li>High End Product </li></ul>
  6. 7. <ul><li>Organization Positioning </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Product Positioning </li></ul>
  7. 8. <ul><li>1. Organization Positioning </li></ul><ul><li>It Defines The quality, value & differentiation of an organization by occupying a unique space in the mind of the target Market. </li></ul>
  8. 9. <ul><li>2. Brand Positioning Statement </li></ul><ul><li>It is subjective in nature against others brands occupying unique place in the mind of target market. </li></ul><ul><li>The brand positioning statement is the single most important item in all of marketing tools. </li></ul><ul><li>It defines EVERYTHING about what your brand is to the consumer. </li></ul>
  9. 10. <ul><li>Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing…, All work in integrating to each other to beat the competition. </li></ul><ul><li>Ex- Mango Frooti </li></ul><ul><li>Old Product - </li></ul><ul><li>New Product - </li></ul>
  10. 11. <ul><li>3. Product Positioning </li></ul><ul><li>It Is objective in nature against others brands in the same product category occupying unique place in the mind of target market. </li></ul><ul><li>It is a strategic decision and have an impact on long-term success of a brand. </li></ul>
  11. 12. <ul><li>The Benz logo is a simplistic three-pointed star that represents its domination of the land, the sea, and the air. The famous three-pointed star show the ability of motors for land, air and sea-usage. </li></ul>
  12. 13. <ul><li>It Communicates women’s choice of men who love to drive sports car, crazy about sports car. </li></ul>
  13. 14. <ul><li>It communicates D.R. – it means choice of doctors </li></ul><ul><li>It’s a symbol of Dr Anji. Reddy , </li></ul><ul><li>CMD, Dr.Reddy's Labs &quot; The Pharma King of Hyderabad&quot; </li></ul>
  14. 15. <ul><li>It communicates that it is technologically advanced. </li></ul><ul><li>“ Next Is What” means it adopts latest technology searching 24*7 advanced technology to adapt & giving a question statement that to be adopt by Samsung which latest technology. </li></ul>
  15. 16. <ul><li>Understand Brand’s UVP (Unique Value Proposition) </li></ul><ul><li>Understand your customers’ current perception of your brand position. </li></ul><ul><li>Determine what you want your customers’ perception of your brand to be. </li></ul><ul><li>Define and execute the changes within your organization that will meet your customers’ needs and ultimately, create the desired perception of your brand among your customers. </li></ul>
  16. 17. <ul><li>1. Brand Attributes </li></ul><ul><li>Features & Benefits </li></ul><ul><li>Brand Consumers. </li></ul><ul><li>Delivers </li></ul><ul><li>2. Consumer Expectations </li></ul><ul><li>Receive </li></ul><ul><li>Consumers Brand. </li></ul><ul><li>Expect </li></ul>
  17. 18. <ul><li>3.  Competitor attributes </li></ul><ul><li>Features & Benefits </li></ul><ul><li>Other Brands in the market Consumers. </li></ul><ul><li>Offer </li></ul><ul><li>4.  Price </li></ul><ul><li>Company’s prices vs. Competitors’ prices. </li></ul><ul><li>5.  Consumer perceptions </li></ul><ul><li>Minds </li></ul><ul><li>Brand’s perceived   Consumer’s </li></ul><ul><li>Quality & Value </li></ul>
  18. 19. <ul><li>Defining the market in which the product or brand will compete (Who the relevant buyers are?) </li></ul><ul><li>Identifying the attributes that define the product 'space' </li></ul><ul><li>Collecting information from a sample of customers about their perceptions of each product on the relevant attributes </li></ul><ul><li>Determine each product's share of mind </li></ul>
  19. 20. <ul><li>Determine each product's current location in the </li></ul><ul><li>product space </li></ul><ul><li>Determine the target market's preferred combination </li></ul><ul><li>of attributes (referred to as an ideal vector ) </li></ul><ul><li>Examine the fit between: </li></ul><ul><ul><li>The position of your product </li></ul></ul><ul><ul><li>The position of the ideal vector </li></ul></ul><ul><li>Position. </li></ul>
  20. 21. <ul><li>Ex of 5 Mobiles </li></ul><ul><li>Stylish & Attractive </li></ul><ul><li>Philips </li></ul><ul><li>( Xenium X710) </li></ul><ul><li>Apple Windows </li></ul><ul><li>(HP iPAQ 914c) Samaung (F700) </li></ul><ul><li>(I Phone) Sony Ericssion (K800i) </li></ul><ul><li>Connectivity & Technology </li></ul><ul><li>Battery Backup Motorola (E 1000) Advanced </li></ul><ul><li>Nokia (N91) </li></ul><ul><li>LG </li></ul><ul><li>(GD 910) </li></ul><ul><li>Music & Picture Quality </li></ul>
  21. 22. <ul><li>It is important to fixing a competitive point of reference by defining customer target market & nature of competition. </li></ul><ul><li>Point of reference are 2 types. </li></ul><ul><li>1. Point of parity </li></ul><ul><li>2. Point of difference </li></ul>
  22. 23. <ul><li>1. Points of parity </li></ul><ul><li>It means association deals not necessarily unique to brand but in reality shared with other brands </li></ul><ul><li>Those association are 2 types </li></ul><ul><li>A. Category points of parity </li></ul><ul><li>B. Competitive points of parity </li></ul>
  23. 24. <ul><li>A. Category points of parity </li></ul><ul><li>Association that consumer consider as </li></ul><ul><li>being necessary within a certain product </li></ul><ul><li>category. </li></ul><ul><li>It minimally in generic product level and </li></ul><ul><li>maximally in expected product level </li></ul><ul><li>Ex- Close Up gel paste </li></ul><ul><li>Customer expect freshness & good odour in </li></ul><ul><li>mouth as it is contain gel. </li></ul>
  24. 25. <ul><li>B. Competitive Points of parity </li></ul><ul><li>It associations attempt to discard or weaken </li></ul><ul><li>competitors point of difference association. </li></ul><ul><li>Ex-Pepsodent 12 Pack for major 12 teeth </li></ul><ul><li>Pepsodent 12 hours germ production </li></ul><ul><li>Colgate Total 12 hours germ protection </li></ul><ul><li>[Psychological intangible statement (2 in 1)] </li></ul>
  25. 27. <ul><li>2. Points of differences </li></ul><ul><li>It refers to strong, favourable & unique associations </li></ul><ul><li>for a brand in consumer’s perception. </li></ul><ul><li>Ex-Dettol Antibacterial Soap </li></ul>
  26. 28. <ul><li>Other major factor taking in to consider </li></ul><ul><li>Assessment of consumer’s perceptions of competition </li></ul><ul><li>Determining competitors position </li></ul><ul><li>Analyzing the consumer’s preferences </li></ul><ul><li>Making the positioning decision </li></ul>
  27. 29. <ul><li>By USP-Unique Selling Proposition </li></ul><ul><li>Ex – </li></ul><ul><li>USP – </li></ul><ul><li>By Celebrity – </li></ul><ul><li>World’s Popular “John Likon” </li></ul><ul><li>Sport star </li></ul>
  28. 30. <ul><li>It’s all about Mind Game deals with psychology to success or struggle in the market. </li></ul>
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