This presentation gives a comprehensive insight into brand positioning with examples of indian and foregin brands.

1. Brand positioning
By
K.S.BADRINATH SHARMA
K.K.RUBANBABU
DJ ACADEMY FOR MANAGERIAL EXCELLENCE

2. Brand positioning
• Positioning is about building the image of a
brand.
• Kotler defines positioning as “The act of
designing the company’s offering an image to
occupy a distinct place in mind of the target
market”

3. 3cs of positioning
• Target customer
• Target competition
• Company or brand

4. TARGET MARKET
• Identifying the consumer target is important
because different consumers may have different
brand knowledge and different perceptions and
preferences towards the brand.
• A market is the set of all actual and potential
buyers who have sufficient interest in, income for,
and access to a product.
• Market segmentation divides the market into
distinct groups of homogeneous consumers

5. Segmentation Bases

6. SEGMENTATION
• Toothpaste market:
1. The sensory segment: seeking flavor and product appearance
2. The sociable: seeking brightness of teeth
3. The worriers: seeking decay prevention
4. The independent segment: seeking low price

7. Criteria for segmentation
• Identifiability : Can we easily identify the
segment?
• Size: Is there adequate sales potential in the
segment?
• Accessibility: Are specialized distribution outlets
and communication media available to reach the
segment?
• Responsiveness: How favorably will the segment
respond to a tailored marketing program?

8. TARGET COMPETITION
• Positioning is also about choosing one’s
competition.
• Once the value space is identified, two types
of competitors could be distinguished.
i. The direct competitors.
ii. The second level of competitors.

9. The direct competitors
– This is intra-product category competition
between various brands of the same product.
– Bata competes directly with liberty in the shoes
market.

10. The second level of competitors
• This is two product categories competing to
serve the same customer needs.
• Dairy milk chocolate now competes with
traditional Indian sweets such as barfi served
on all kinds of happy occasions.

11. Target competition
Positioning defines competitive set in
consumer’s mind. Marketing communication
signals as to who are the rivals against which
the brand is competing. Broadly two types of
positioning alternatives could be
distinguished.
I. Broader or wide positioning
II. Narrow positioning

12. Wide positioning Narrow positioning
shoe
Sports: Nike
Formal:
oxford(clarks)
Outdoor:
woodland
Workers: De
walt
Party wear:
jimmy choo
Boots:
outdoor
woodland
weinbrenner

13. Company or brand(value proposition)
• Brand represents the value that a marketer
offers to its target customers.
• Representing both relevance and uniqueness
enables the marketer to choose a path.
• It creates an image for the brand that is both
relevant and unique.

14. THE POSITIONING MAP

15. Points-of-parity association
POPs come in four basic forms
• Category related
• Benefit related
• Usage occasion and time of use
• Price / Quality by usage occasion and time of
use

16. Category related
• Tanishq – watches sold as jewellery.
• Vaseline – petroleum jelly sold as lip slave and
moisturizer.

17. Benefit related
• Functional
- Lifebuoy(kills the germs you can’t see)
- Pepsodent ( 12 hr protection against germs)
- M-seal (seal all leaks)
• Emotional
- Close Up (freshness, confident)
- Liril (fresh)
- J & J (caring )

18. Usage occasion and time of use
• Nescafe (great start to the morning)
• Britannia milk bikis (for tea time)

19. Price / Quality by usage occasion and
time of use
• Peter England (the honest shirt)
• Indian airlines (apex fares)
• Big bazaar westside (surprisingly affordable)

20. Points-of-Difference
• Points-of-difference (PODs) are formally
defined as benefits that consumers strongly
associate with a brand, positively evaluate,
and believe that they could not find to the
same extent with a competitive brand.
Types of points-of-difference:
Linear method
Innovative method

21. Strategies for competitive advantage
• Who Am I?
• What Am I?
• For Whom Am I?
• Why Me?

22. Who Am I?
• Positioning by corporate identity.
– HUL,LG,SAMSUNG
• Positioning by brand endorsement.
– Dabur’s vatika,nestle’s maggi.

23. What Am I?
• Brands functional capability are used for
positioning purposes.
– Category positioning (kellogg’s)
– Benefit positioning (suffola)
– Usage & use time (nescafe)
– Price quality positioning (nirma vs surf excel)

24. For Whom Am I?
• Demographic
• Behavioral
• Psychographic

25. Why Me?
• Positioning the brand on the basis of a unique
reason.
– Medimix ayurvedic soap – 24 ingredients.
– Anchor white toothpaste – veg
– Titan edge – world’s slimmest watch
– Gillette – precision trimmer

26. POSITIONING STRATEGIES
• Attribute Positioning
• Price / Quality Positioning
• Use Or Application Positioning
• User Positioning
• Product Class Positioning
• Positioning With Respect To Competition

27. Attribute positioning:
- pears soap for long used the position as original
glycerin soap.
- Annapurna Salt Positions Itself As Iodine Salt.
Price/quality positioning:
- HUL’s wheel detergent brand is positioned as
VFM and surf excel is positioned as a premium
brand.
Use or application positioning:
- maggi noodels for long promoted it as a
quick meal for kid.
- vicks vaporub brand used use positioning
by promoting the product as a balm to be
applied on a child’s chest for quick relief.

28. User positioning:
- Nestle Cerelac For Kids.
- Women Horlicks.
 product class positioning:
- Nescafe is positioned as instant coffee
whereas
Bru brand is related with filter coffee.
Positioning with respect to competition:
- Tide vs Rin