These slides are based on establishing an effective brand positioning.

1. 1. How can a firm develop and
establish an effective positioning in
the market?

2. 2
What is
Positioning

3. All marketing
strategy is built on
STP—
Segmentation, Targeting, Positioning.

4. 1. How can a firm develop and
establish an effective positioning in
the market?

5. A company discovers different needs
and groups in the marketplace,
targets those needs and groups that it
can satisfy in a superior way, and then
positions its offering so that the
target market recognizes the company’s
distinctive offering and image.

8. A good brand positioning helps guide marketing
strategy by clarifying the brand’s essence,
identifying the goals it helps the consumer
achieve, and showing how it does so in a unique
way.

9. 9
Steps in
Positioning

11. 1
Determine a
Competitive Frame
of Reference

12. defines which other
brands a brand
competes with and
therefore which brands should
be the focus of competitive
analysis

14. IIdentifying Competitors:
IIndustry Competition: Product that are close substitute for one another.
VS
M arket Competition: Companies that satisfy same customer need.
VS

17. Sameer Mathur
MBASkills.IN
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management, Lucknow