Brand Positioning Strategy

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A step-by-step guide for start-ups and micro enterprises to identify their core competency, conduct a competitor analysis and create a well knit activity map

A step-by-step guide for start-ups and micro enterprises to identify their core competency, conduct a competitor analysis and create a well knit activity map

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  • 1. What is your brand’s POSITION ING market positioning strategy? Have you thought about it?
  • 2. But why do we need a positioning strategy? Our business environment is ever-changing …and who cares?
  • 3. Mistake that most start-ups make • Fail to recognize their position within a market • Fail to align with their core competences • The most important distinguishing benefit(s) of their offer is/are inadequately communicated • Forced to compete mainly on price • An inevitable drift towards selling products/services with little or no margins
  • 4. Says who? Michael Porter argues that there are distinct competences that are crucial to a business’ success. He suggests that companies can use these core competences to position themselves as differentiated, low-cost or playing within a niche. Determining where a company stands in terms of these competences is critical as the worst position is in the middle where you do not have a distinct identity.
  • 5. Check whether your Brainstorm & identify competencies are core competencies competitive enough Map your activities Identify measures to with your core achieve them competencies
  • 6. STEP 1 Identify core competency Identify what your clients would consider the key reasons of your success (perceived value of your company offerings) Keeping in mind • How necessary the competence is to clients • How difficult is the competence for your competitors to imitate {brainstorming session}
  • 7. STEP 2 Check whether your competencies are competent enough 1. Competitive Advantage Matrix (based on the ‘5 Forces’ model) 2. Competitor Analysis
  • 8. STEP 2.1 Competitive Advantage Matrix Cost Leadership Differentiation Focus Threat of new entrants Threat of substitute products Client bargaining power Vendor bargaining power Rivalry within the industry
  • 9. STEP 2.2 Competitor Analysis Strengths Weaknesses Your take Competitor 1 Competitor 2 Competitor 3
  • 10. STEP 3 Measures to achieve these competencies Identify measures to be taken to achieve these core competencies Example Efficient Client Service – On time delivery, quick response & quick problem solving Affordable pricing – Right cost & right price High quality – Low quality defects, no client complaints & strict quality standard
  • 11. STEP 4 Map your activities with your core competencies Source: IKEA Now that you have identified your core competencies map all your activities to these to create well-knit Activity Map
  • 12. DONE Now you are positioned well and know that your competencies are …actually your own @namit_agarwal