Positioning

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Positioning

  1. 1. store brand positioning cdit marketing
  2. 2. lifestyle positioning the thrill of shopping & ‘beyond’ relates to attitudinal lifestyle led. the fact is ‘imagery perceptions’ are more visual and shoppers stop is an aspirational lifestyle brand, modern and perceived as young and modern even though were the very first of india’s western style modern retail owing to their continuous evolvements.
  3. 3. lifestyle positioning the thrill of shopping & ‘beyond’ relates to attitudinal lifestyle led. Further the imagery is provocative, bold and international, considering modern retail is a phenomenon what indian’s have been looking for when they travel overseas and therefore any associations with “international” subtly should enhance credibility. Shoppers Stop also focuses on apparel and lifestyle product assortment and therefore more reasons to build associations on this front.
  4. 4. product range positioning first hypermall, therefore the positioning is “range width”. communication imagery has been “woman carrying a trolley with even a washing machine in it besides other products. there is more to discover ; could also imply beyond products
  5. 5. product range positioning a hyperciti advertsiement visual.
  6. 6. product range positioning hyperciti vision To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices
  7. 7. quality shopping experience aisle space product range positioning hyperciti vision To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices
  8. 8. quality shopping experience check out ease product range positioning hyperciti vision To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices
  9. 9. quality shopping experience rich lifestyle design led product range positioning hyperciti vision To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices
  10. 10. quality shopping experience product range from foods to hi-tech product range positioning hyperciti vision To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices
  11. 11. chroma we help you buy counseling led customer service positioning To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices
  12. 12. product range positioning Thousands of possibilities , connotes vast product range options, Get yours connotes “make your choice”…and subtly states that …what you want , you would be able to find
  13. 13. product range positioning Just what I needed…gets more direct with…”what you want , you would be able to find”. Also attempts to get more personal with an “I” and builds on positive mindset through informal and cheerful statement …just what I needed
  14. 14. price leadership positioning there is can be only one leader for any given attribute, it is a dangerous stance if one cannot deliver as per promise. Walmart claims to be the price leader through ‘always low prices’ and hightens the guarantee through further repeating ‘always”. Walmart delivers on this expectation and is the toughest of competitors owing to its value equation…as now it has started to improvise on atmospherics and yet sustains the low price promise.
  15. 15. user profile : brand personality led positioning Target is a brand with high appeal and truly “urban chic”. Target positions itself emotionally through building its brand personality which should resonate amongst its target audience enabling the perception as an extension of him/her. Its logo usually never even states the brand name and the symbol has already attained high awareness and positive recognition.
  16. 16. user profile : brand personality led positioning The above visual communication (website) distinctively sets it apart from all other competitive retailers through an elegant urban appeal with white and red embellished look. Subtle brand identity which would resonate with a certain target audience. Definitely for the affluent class and not the economic mass,
  17. 17. customer orientation / service positioning Tesco is perceived as truly customer oriented retailer with transparent and ethical policies, high levels of customer service. The same is endorsed by their loyalty club which ranks as one of the most successful membership clubs.”Every little helps” highlights the customer orientation efforts that Tesco would definitely take.
  18. 18. If the entire value proposition is encompassed in this phrase below there is a chance that there is nothing unique in your offering as every retailer seems to claim the same huge range and low prices
  19. 19. What’s that in your offer that would stand to provide the unique differential ‘competitive’ advantage unique offering in meeting needs of a specific target audience In offering a specific product assortment In offering a specific size In offering In offering a specific customer product service purchase experience (atmospherics) In offering price leadership In offering price leadership In offering price leadership
  20. 20. positioning opportunities access in-store atmosphere price & promotion cross-category assortment within-category assortment
  21. 21. positioning opportunities Groceries Convenience Stores Low Involvement Product access Specialty purchases such as small basket or fill in trips are unlikely to involve travel to long distances dis High Involvement Product  distance wrt time  parking availability Hypermarket Mass Merchandisers tra

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