7.pdf This presentation captures many uses and the significance of the number...
Brand Positioning - FMR (2).pptx
1. Brand Positioning
In Food Industry
152190023 – Sakshi Rekhe
152190024 – Shah Mansi
152190025 – Siddhi Shewale
Guided by:
Prof. Dr. Brijesh Shivathanu 1
3. What is Brand Positioning?
Positioning in the consumer’s mind That one unique benefit that the product
provides apart from the competition
A Credible, Clear and Sustainable Position
3
4. Brand Positioning model
Why? Who? How? What? When & Where?
• How did
customers first
discover your
brand?
• How often do
customer use
your product?
• How your
brand differs
from others?
• Who needs
your product?
• Who will prefer
your product?
• When will the
Product be
positioned in
customer’s
mind?
• Where can we
find the
customers?
• What your
customer
wants?
• What the
competitors
brand position
?
• What
capabilities
does your ?
• Why is the
customer
willing to
purchase the
brand?
• Why
repositioning is
important? 4
5. Brand
Positioning –
“Tayaari Jeet Ki”
The most popular a milk supplement among children and
mothers in India
A brand that provides the best nutrition health drink for the
overall development and growth of children
5
6. Steps to create Brand Position
Nutrition
Target
Audience
Customer
Preference
Product Mix
Prodviding
“Extra”
6
7. Nutrition
• Focus on providing healthy and Tasty Drink
• A concern for every Indian mother for their kids
Target Audience
• Targeting Indian Mothers
• Ad Campaign includes both children and mothers
Customer
Preference
• Adding Chocolate Flavour to Bournvita
• Maintaining the granular texture and color of drink powder
Product Mix
• One product is not sufficient to cater the needs
• Introduce different products of different age groups
Providing “Extra”
• Not only Healthy food but also tasty
• Keeping customers engaged by providing timely incentives and controlling their pricing policy
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9. Bournvita – Campaigns!
ADOPTING NEW TRENDS AND
THE CHANGING NEEDS OF ITS CUSTOMERS
THE COMPANY INVESTS HEAVILY IN
OMNICHANNEL MARKETING AND ITS
COMMUNICATION CHANNELS
UNIQUE PROMOTIONAL ACTIVITY TO GRAB
CUSTOMERS ATTENTION AND INCREASE THEIR
VISIBILITY
9
10. “Taiyaari Jeet Ki” Ad Campaign
•a mother’s partner in preparing her child
•at the heart of all parenting
“Bournvita Li’l Champs” Ad Campaign
•contains high-quality protein and DHA Omega 3
•Focuses on the age group of 2 – 5 yearse
Cadbury Bournvita “Quiz” Contest and Confidence “Academy”
•since 1972 as a live radio show and a prominent show on television
•aimed at discovering Confidence Champions who are beyond the ordinary
Part of Movie “Koi Mil Gaya”
•Rohit drinks its every day as a part of his routine
•Bournvita can be a huge source of development in a child’s life
“Badhti Jaye andar ki taaqat” - Women’s Campaign
•Specialized nutrition with no added sugar
•Strong bones and reduction of fatigue
10
11. Conclusion
Though the company has successfully formed
perception in the mind of its customers that
Bournvita as a brand is a perfect blend of health,
taste, intelligence and confidence
Total consumption of Bournvita in Hostel – 6 kg per
day
In the coming days, Bournvita will continue to
serve the mother to help them improve the diet of
their kids. As they believe that children are the
future of our country.
11
The first step for any new business is to ponder how to occupy space inside a target consumer’s mind, which is called ‘Brand Positioning’. It can also be termed as a consumer’s perception of a brand with respect to competing brands.
If you ask a consumer to name a cola drink, ‘Coke’ name will spurt out. If you ask the consumer to name a toothpaste that comes immediately to the mind, most probably, Colgate name would pop out. If you ask about a photocopying brand, ‘Xerox’ name will spurt out. If you ask them the name of an energy drink, the red bull name will rush out. If you ask an Indian to name a noodles brand, most of the time ‘Maggi’ would jet out.
Why do these brand names stay at the top of the consumer’s mind so that it can be recalled immediately?
Coke is the first cooldrink to enter the consumer’s mind under Cola category. Seven-up is the first coldrink under the Un-cola category. Redbull is the first cooldrink under ‘energy drink’ category. Xerox is the first brand under the ‘photocopying’ category.
Being №1 in a consumer’s mind will help a business to grab a major market share and have a sustainable business. The above brands show that the easiest way to get into a person’s mind is to be first.
•The brand`s positioning is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. •A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer. •It stands for that one benefit that your product provides apart from your competition. • It also gives you the direction required to focus the organization and focus on the strategic efforts.
So, how can a business enter a consumer’s mind by being first? The business has to create a new category that doesn’t exist in a consumer’s mind.
Why do we need the categories? Our human brains are wired for categorization to help us remember things. Without that, we would be quickly overwhelmed by the vast amount of information.
Whenever we come across new things, subconsciously, we would file them under different known categories in our memories. If a consumer sees your product, he would automatically file the product under a known existing category. The problem with this filing under the existing category is — your product would be filed several layers below the other products and the consumer would fail to recollect your brand name at the top of the mind. Example -Coke is the first product under the cola category. Pepsi is the second brand. Do you remember the third brand? Fourth brand? If you ask people, they may not recollect beyond two names. How many energy drinks can you name other than Redbull?
Who are the consumers?
A well-defined target consumer market is essential for your brand in terms of advertising, design, price and so on.
The more specific target segment is the more your idea of a brand coincides with the consumers’ idea.
For example, if you are creating a clothing brand for females between 15 and 25, you will advertise in a different way than if you are creating the same brand for business women over 30.
On the other hand, if you just state it is a clothing line for women, your target segment will be too broad for you to define a good marketing strategy, design, etc.
So, who were Apple Computers’ customers?
Those are students, educators and creative professionals – creative individuals.
On the other hand, IBM focused on businesses. In both cases, a specifically defined consumer market that leaves little room for confusion about the brand.
How To Create A New Category? -The new category should be based on the value offerings a brand can offer to the customer. For that, the company has to observe customers’ needs, desires, pains and choose value propositions that will solve customer’s pains and also match the business’ core strengths and core values. This is also called ‘Brand Differentiation’.
What ?
What customers wants? Desires? Pain points?
WHERE are the consumers?
Do you plan to send newsletters or post some Facebook Ads? Do your desired customers spend a lot of their time on Facebook? If not, think about a different strategy.
If we take into consideration the example of Facebook that has over 2 billion active accounts, you can easily target your audience using the Facebook Ads.
At least, that’s what “Nas Daily” did.
By using video ads they have made the incremental reach of 2.7%.
In other words, they have reached 68% of their target audience just by using Facebook and Instagram and then He Came to you tube
To summarize, in order to effectively position your brand in the market, you have to decide on your area of expertise, define your core consumers, and differentiate yourself from the competition.
Make your consumers be a part of your brand story by being relatable, motivate and inspire them.
Remember that the most successful people are those who are inspired by what they do.
Be a part of something that you will love developing, and you will definitively create the best version of the product that is possible.
Bournvita, a delicious chocolate health drink that is sometimes loved to be eaten raw! It is a brand of malted and chocolate malt drink mixes which is manufactured by Cadbury, a company of Mondelez International. Bournvita is the most popular brown beverages consumed as a milk supplement among children and mothers in India.
1. Focus on nutrition and health:
The main aim of Bournvita is to provide a healthy and tasty drink.
Nutrition of kids has always been a huge concern for Indian mothers. There is no compromise on it at all.
Most common nutrients that they look for are – carbohydrates, proteins, and mineral such as iron, calcium, and magnesium vitamins like B & D.
Bournvita seemed to understand the Indian market very well and thus provides a drink that provides a holistic healthy experience, that incorporates these elements.
2. Identifying the target audience:
Bournvita understands the demographics of its customers immensely.
Though the end-user is children, they do not have the purchasing power and may not be responsible to buy the product also.
All the decisions regarding food, nutrition and diet are taken by mothers in an Indian family. Ultimately, they are the ones who will make a purchase.
Therefore, Bournvita started targeting Indian mothers aggressively. This is the reason why ad campaigns of Bournvita include both mother and the child.
3. Understanding the preferences of the consumer:
Bournvita caught the idea that plain milk was not appreciated by all kids and thus adding a flavour which they like will make them happily drink milk every day.
Indians always resonated chocolate with Cadbury as the most liked flavour.
Since the parent company is Cadbury it was bound to make this perfect blend of chocolate and milk.
Giving chocolate flavour to Bournvita has been like a cherry on the cake, as children love chocolates.
The company maintained its granular texture of drink powder and the well – rounded flavour.
4. Expanding product mix:
Bournvita learnt that one product would not be sufficient to cater needs of different demographics of its customer keeping in mind the growing age of children.
It identified different products for the different age group to maintain the interest of its customers.
The company launched – Bournvita Five Star Magic for nutritional development, Cadbury’s Bournvita for physical growth, Bournvita Li’l Champs for young children.
It also came up with a product for young mothers and their healthy growth.
5. Providing “Extra” with Bournvita:
Though Bournvita has adopted a higher price range than its competitors, the projection of its nutritional value and taste is what housewives do not mind paying for.
It keeps its customers engaged by providing timely incentives.
These includes providing free chess game, mugs, freebies on winning Bournvita quizzes etc.
These are some measures through which it engages its customers and controls the pricing policy.
Bournvita, a delicious chocolate health drink that is sometimes loved to be eaten raw! It is a brand of malted and chocolate malt drink mixes which is manufactured by Cadbury, a company of Mondelez International. Bournvita is the most popular brown beverages consumed as a milk supplement among children and mothers in India.
It has strong and direct competition with Horlicks but still sustains its position in the market. T
