How can a firm develop and establish an effective positioning in the market?

1. DEVELOPING AND ESTABLISHING
AN EFFETIVE POSITIONING IN THE
MARKET

2. WHAT IS POSITIONING?

3. Positioning is the act of designing a
company’s offering and image to
occupy a distinctive place in the
minds of the target market.

4. HOWTO DETERMINE
POSITIONING?

5. 1.Determining a frame of reference by
identifying the target market and
relevant competition.

6. 2.Identifying optimal points of
parity and points of difference

7. V/S

8. 3.Creating a brand mantra to
summarize the positioning and
essence of the brand

9. Nike has a rich set of association's with
customers, based on its innovative product
designs, its sponsorships, advertising

10. ESTABLISHING BRAND
POSITIONING
After determining the brand positioning, marketers
should communicate it to everyone in the
organization so it guides their words and actions.

11. One way to do brand-positioning is
by…

12. Alternative Approach to Positioning
1.Brand Narratives and Storytelling
2.Brand Journalism
3.Cultural Branding

13. 1 Definition of positioning
2 Methods to determine positioning
3 Establishing brand positioning
4 Alternative approach to positioning
5 Positioning and branding a small business
RECAP

14. Created by Bhaskar Bora, NIT Silchar, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
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