1. Prepared By:
Sona Singh 04
Juhi sharma 12
Meghna Datta
Vinay Tiwari 42

7. Brand Positioning
Brand Positioning can be defined as an activity of creating a brand offer in
such a manner that it occupies a distinctive place and value in the target
customer’s mind.
Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”-
provide customized and one-stop solution for all their financial services needs.
“Think Investments, Think Kotak”.

12. Brand Knowledge
“is a function of awareness, which relates to
consumers’ ability to recognize or recall the
brand, and image, which consists of
consumers’ perceptions and of associations for
the brand.”

14. Fame by association
Sarah Jessica Parker
SPOKESMODEL Eva longoria
Gerard butler
Patrick Dempsey
Scarlett Johnson

15. Sonam Frieda Pinto
Aishwarya

16. Brand Portfolio
A Brand Portfolio is a grouping of all the
different brands under a larger umbrella brand
owned by a particular business or
organization. These would encompass all
brands offered in the marketplace, including
co-brands and sub-brands.

17. Hero Honda- Brand Portfolio
Launched its first
two-wheeler CD-
100 in 1985-four
stroke, sleek and
Fill it, shut
fuel efficient
it, Forget it
motorcycle in a
campaign
market that was
dominated by two
stroke, bulky, fuel
guzzling scooters.

18. Entry –level commuters 1. CD deluxe : New emerging Indian
2. CD Dawn: Ease & convenience of
personal transport at the price of public
transport
Deluxe segment riders 1. Splendor +: Core value is trust
2. Splendor NXG: Next generation,
youthful styling and superb mileage
3. Super Splendor: Greater power and
styling
4. Passion: Looks and smart engineering
5. Glamour: Racy looks
Premium Segment bikers 1. Achiever: Comfortable, powerful,
great mileage
2. CBZ Xtreme: Thrill seeking
3. Hunk: Muscles and intimidating
presence
4. Karizma: Not for ordinary, takes
challenges
Women 1. Pleasure: Challenging the
conventional norms
“ Why should boys have all the fun”

19. DELUXE SEGMENT RIDERS
Splendor NXG: Next
Splendor +: Core value is trust generation, youthful styling and
superb mileage
Super Splendor: Greater power and styling

20. DELUXE SEGMENT RIDERS
Looks and smart engineering Racy looks

21. Entry –level commuters 1. CD deluxe : New emerging Indian
2. CD Dawn: Ease & convenience of
personal transport at the price of public
transport
Deluxe segment riders 1. Splendor +: Core value is trust
2. Splendor NXG: Next generation,
youthful styling and superb mileage
3. Super Splendor: Greater power and
styling
4. Passion: Looks and smart engineering
5. Glamour: Racy looks
Premium Segment bikers 1. Achiever: Comfortable, powerful,
great mileage
2. CBZ Xtreme: Thrill seeking
3. Hunk: Muscles and intimidating
presence
4. Karizma: Not for ordinary, takes
challenges
Women 1. Pleasure: Challenging the
conventional norms
“ Why should boys have all the fun”

22. T
A
R
G
T
E
D
A
T
W
O
M
E
N

23. About L'Oreal
Founded: 1909, Paris
Worlds largest cosmetics & beauty company
L’Oreal have different range of products for various categories like
mass, medium and high end.

24. Product Portfolio

25. Identifying & Establishing Brand
Positioning

26. Positioning & Segmentation
• In order to Position a Brand…
• …you must decide
• Who the Target Consumer is?
• Who your main competitors are?
• How the Brand is similar to your competitors?
• How the Brand is different from your competitors?
• Where do you get this information?
• Your BRAND INVENTORY!!

27. Target Market Segmentation
• A market segment should have similar knowledge structures and brand knowledge
• Similar knowledge structures might mean similar perceptions and beliefs about
your Brand
• There are 2 ways to segment
Descriptive Behavioral
Many times, behaviour
and descriptive go
Grouped by how hand in hand
Characteristics of the individuals in the market
individuals in the market perceive or use the In some
product
cases, demographics
may mask underlying
Differences.
Easier to match May be basis of
perceptions or beliefs targeting, but tend to
(right/wrong) with represent some
strategy underlying behavioural
(reinforce/change) reason

28. Segmentation of Toilet Soap market

29. Criteria for a Segment
Responsiveness -
Accessibility - Are How favourably will
Identifiability - Can distribution outlets the segment respond
Size - It is big enough
the segment be and media available to a tailored
to bother?
easily identified? to us to reach the marketing program?
segment? (this one is tough to
quantify)

30. POP (Point of Parity)
Associations that are shared with other brands
• Two types:
Category Competitive
Attributes that are required
to include your product as a POP that negate your
member of that category competitors PODs
• POPs can be “good enough”, but PODs should be “superior”
How do I decide on my POPs?
What attributes do all of my competitors have? I probably need to have
those, or my competitors automatically have a POD
POPs get you included in category!!!

31. POD (Point of Difference)
POD (Point of Difference) –
• Strong, favourable, unique brand associations
• May be any kind of attribute or benefit
• Two types of PODs
• Attribute Based - Functional, performance related differences
• Image Based - Affective, experiential, brand image related differences
How do I decide on my PODs?
• Difficult to choose
• Don’t use PODs that are product centric (dominate competition)
but customer centric (uniquely address need of customer)

32. Criteria for POD
Desirability Deliverability
• Must be Relevant • Feasibility
• Must be Distinctive • Communicability
• Must be Believable • Sustainability

34. Dove : POP and POD
Beauty. It’s not about glamour or fame. It’s
(Point of Differentiation)
about every woman and the beauty that is
(Market) (frame of reference)
in each of us. That’s what DOVE is all about.
(Brand)
And that’s why More women trust their skin
(Point of Differentiation)
to DOVE.
Cleanses
(Point of Parity)

35. BRAND DYNAMICS OF DOVE
High Loyalty/
Strong Share of
Mass appeal to all segments;
Wallet Bonding high patronage
Better quality at
Advantage affordable price
Performance Mild, gentle, moisturizing
Low Loyalty/ Relevance Health and beauty
Weak Share of
Wallet
Presence More than 80 countries

36. Marketing Strategy
ADVERTISING Unconventional strategy
Strong emotional touch
TV
COMMERCIALS
BILLBOARDS Cross-selling Possibilities
Effective advertising, Free
INTERVIEWS publicity
PANEL Continuously evolving the
DISCUSSIONS campaign
WEBSITE
PROGRAMS
THE DOVE SELF-
ESTEEM FUND
41

37. DOVE Celebrates Real Beauty

38. Brand Definition

39. Cont.
Brand as Legal Instrument

40. Cont.
Brand as Logos

41. Cont.
Brand as a Company

42. Cont.
Brand as a Shorthand

43. Cont.
Brand as a risk reducer

44. Cont.
Brand as a Identity system

45. Cont.
Brand as an image in consumers
mind

46. Cont.
Brand as a value system

47. Cont.
Brand as a Personality

48. Cont.
Brand as a relationship

49. Cont.
Brand as adding value

50. Cont.
Brand as evolving entity

52. 6 Forces of Brand Value

53. Iconic Value
• Not all brands can have iconic value
• Creating and sustaining a brand’s iconic value is typically
accomplished in two steps.
– The first, a key brand dimension is selected where it’s hoped
that it can be elevated above the category to achieve some level
of brand envy among a particular brand constituency.
– The second, harder step involves creating an inspirational loop
that reinforces the brand’s rise in popular desire, yet avoids
crossing the line and becoming ‘common’. This can be managed
by evoking fresh imagery (preferably some lifestyle affirmation
by a role model) to reinforce the brand’s dynamic and elevated
leading edge status. But the true test of sustaining iconic value
comes with a strict adherence to pricing integrity and retail
channel distribution.

54. Societal Value
• encompass the benefits the brand
enables/supports in the community

55. Potential Value
• reflects the brand’s value of enhanced up-time
and the mitigation of downtime
• Only selling to customer is not the aim
• Brand should keep changing with change in
technology & competition to survive in market

56. Integration Value
• refers to how the brand contributes to
creating greater value by being part of a larger
system.
• Eg :- Nutritional values in food products
integrates consumers need & benefits to their
health by consuming the product

57. Experiential Value
• relates to how the brand enhances a shared
experience
• Eg :- Kodak’s (share the moments)
• Eg :- Maggie (Share the experience of mera
maggie)

58. Design Value
• This dimension refers to both the design of
the product, its attractiveness and ease of use
as well as how the product itself delivers
against the core problem
• Eg :- Apple Iphone