5. Determining a frame of reference by identifying
target market and relevant competition.
6. Identifying and Analyzing Competitors
INDUSTRY COMPETITION: Products close substitute to each other
MARKET COMPETITION: Companies satisfying same customer needs
8. POINTS OF
DIFFERENCE
Attributes or benefits
that consumers strongly
associate with a brand,
positively evaluate and
believe that they could
not find the same
extent with a
competitive brand.
POINTS OF
PARITY
Attributes or benefits
that may not be
unique to the brand
but may in fact be
share with other
brands
9. Savlon highlighted its ‘no sting’ property to counter the category
perception and strong brand association created by Dettol.
14. Establishing Brand Positioning
After determining the brand positioning strategy,
marketers should communicate it to everyone so it
guides their words and actions
15. Alternative Approach to Positioning
1. Brand Narratives and Storytelling
2. Brand Journalism
3. Cultural Branding
16. RECAP
• Positioning
• Methods to determine positioning
• Establishing brand positioning
• Alternative approach to positioning
17.
18. These slides were created by
Arushi Agrawal, IIT Kanpur,
during a Marketing internship by
Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )