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Uw -session_xi,_xii_-_tb

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Uw -session_xi,_xii_-_tb

  1. 1. Identifying & Establishing Brand Positioning
  2. 2. Positioning – The Battle of Your Mind To succeed, the first step is to position or ‘situate’ the brand in the target consumer’s mind in such a way, That in his or her perception of the brand, It is distinctive and offers a persuasive customer value better than its competitors. This is called competitive advantage
  3. 3. 3 The Process of Market Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
  4. 4. Brand knowledge  Associative Network Memory Model Fresh Waterfall Lime Clean Bathing Green and YellowLIRIL Brand Awareness Brand Image
  5. 5. Brand knowledge  Associative Network Memory Model Real milk Dairy product Gujarat / Anand Dr. Kurien Indianness (co-operative) Value for Money Amul Brand Awareness Brand ImageMoppet
  6. 6. Competitive Positioning
  7. 7. 7 The Process of Market Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries
  8. 8. Occupy a ‘slot’ in consumer’s mind Positioning, therefore starts with our understanding or ‘mapping’ of a prospect consumer’s mental perceptions in such a way that it occupies a ‘slot’ in the mind with reference to other brands Lifebuoy occupies the hygiene slot Mysore Sandal the pure and natural fragrance ‘slot’, Margo occupies the herbal ‘slot’.
  9. 9. Perception and Positioning Perception in simple terms is the meaning added by an individual (in this context consumer) to the information that has been sensed from the environment. For instance, a consumer may feel that all products of Sony are high quality technology products without having any experience with brand.
  10. 10. Perceptual Mapping Represent consumer perceptions – in (usually) two dimensional space so that the manager can readily see where his own brand is positioned in the mind of his prospect and in relation to other brands
  11. 11. Perceptual Mapping of digestive brands Medicinal Natural Low Efficacy Hajmola Pudin Hara Eno Digene Gelusil High Efficacy
  12. 12. Perceptual Mapping for hair oils Pleasant perfume No perfume Helps hair groomingParachute Keo Karpin Mahabhringaraj Arnica Makes hair greasy Dabur Amla
  13. 13. Perceptual Mapping for toothpaste Fresh breath Good for gums Dabur lal powder Forhan’s regular Colgate Pepsodent Close-up High HighLow Low
  14. 14. HighLow High Low Health Taste Postman Saffola Sundrop Dhara Groundnut Perceptual Mapping of Oil brands
  15. 15. HighLow High Low Cleans dirt Makes extra white Robin Liquid Detergent powders Detergent bars Perceptual map of washing products Robin liquid is attempting to distinguish itself from Detergent products on the dimension of ‘extra whiteness’
  16. 16. 16 The Process of Market Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
  17. 17. Create a Competitive frame of Reference Frame of reference is the starting point for competitive positioning.  Corporate Identity/ Associative Network Memory model  Target Consumer  How the brand is similar to competitor’s  How the brand is different from competitor’s. For whom am I? What Am I? (POP)Who am I? Why me? (POD)
  18. 18. Brand Positioning Who am I? a) This question deals with the origins of the brand , its parentage. We can position the brand with reference to its corporate identity or as an extension of a well established brand.
  19. 19. Brand Positioning For Whom am I? a) Demographic b) Behavioural (usage pattern) c) Psychographic segments d) The Consumer as a whole person
  20. 20. Brand Positioning For Whom am I? Demographic - Lilliput (for kids age 3-12yrs) - Citibank ‘s Women Card - MTV (Youth)
  21. 21. Brand Positioning For Whom am I? Behavioural (usage pattern) - Lays (no one can eat just one) exploits the behaviour of the heavy eaters of potato wafers. - Gelusil too targets the compulsive eaters (who are typically the largest sufferers from acidity) - ‘’Thanda matlab Coca Cola’ (Target group tend to ask for a chilled carbonated beverage) phraseology ‘ek thanda dena’, now made memorable by Coke and Aamir Khan
  22. 22. Brand Positioning For Whom am I? Psychographic segments (what am I seen as?) - Pepsi (youthful) - Van Huesen (Corporate……Power dressing) - Thumps Up (macho…..have you grown up to Thumps Up yet?) - Bajaj Pulsar (masculine….Definitely Male) - Raymond (complete man) - Hitachi (perfectionists)
  23. 23. Brand Positioning For Whom am I? The Consumer as a Whole Person - Whirlpool housemaker - J&J Mom - The Saffola wife - Surf housewife (Surf Excel hai na)
  24. 24. Cadbury Perk Cadbury Perk Any time - any where To satisfy in between meals / hunger Young, 20-30 years, M/F Why me? For whom What am I? Who am I ?
  25. 25. Colgate Colgate When you wake-up After meals Before going to sleep Oral hygiene & Fresh breadth Everyone above the age of 3yrs Why me? For whom What am I? Who am I?
  26. 26. What am I – Points of Parity Association POPs, are those associations that aren’t necessarily unique to the brand but may in fact be shared with other brands
  27. 27. Points of Parity Association The brand has to have certain points of parity (POPs) In reference to the product group it is in. e.g. Toothpaste , the brand has to foam, clean, taste reasonably well, etc.
  28. 28. 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
  29. 29. Points of Parity Association 1) Category Related Tanishq……watches sold as jewellery Vaseline……petroleum jelly sold as lip salve and moisturizer Sugar free….historically sold to diabetics through chemist outlets, now being sold as weight control device, targeted at the figure conscious being sold through supermarkets
  30. 30. Points of Parity Association 2) Benefit related a) Functional – Lifebuoy (kills the germs you cannot see) Pepsodent (12 hr protection against germs) Fevicol (jod jo tootega nahin) M-Seal (seals all leaks) a) Emotional – Close-Up (confident) Franklin Templeton Blue Chip (secure) Liril (fresh) J&J (caring) Axe (irresistible)
  31. 31. Points of Parity Association 3) By Usage Occasion and Time of Use Kwality Walls….(post dinner treat….10 o’clock) Listerine (Night time rinse….Get fresh tonight) Clorets (after drinking, smoking, eating….after anything) Nescafe (great start to the morning) Britania’s Chai Biscoot (for tea times) Domino’s (when families are having fun, e.g. watching TV or playing scrabble)
  32. 32. Points of Parity Association 3) By Usage Occasion and Time of Use Boroplus which showed occasions like shaving, nick and cuts, chapped lips, winter dryness, nappy rash to suggest expanded uses for the antiseptic cream. Cadbury Celebrations was launched to leverage the adult gifting segment. Research showed that two of the largest occasions for gifting in India were Raksha Bandhan and Diwali. Cadbury now has been special pack and advertising that present
  33. 33. Points of Parity Association 4) Price-Quality by Usage Occasion and Time of Use Peter England (the honest shirt) Big Bazaar Westside (surprisingly affordable) Indian Airlines (Apex fares) Nirma
  34. 34. Points of Parity Association Hence a brand can “break-even” in those areas where their competitors are trying to find an advantage and can achieve advantages in some other areas, the brand should be in a strong – and perhaps unbeatable – competitive position.
  35. 35. Why me ? Points of Difference Associations PODs are Strong, Favourable, Unique brand associations for a brand. They may be based on virtually any type of attribute or benefit association.
  36. 36. Brand • Gillette Double Edged Blade • Dove Soap One Fourth Moisturiser • Orchid Hotels Eco – Friendly Hotel • Ariel Detergent Performance • Ceat Tyres Tough • Maruti Service After Sales Service • Maggi Food in two minutes • McDonalds Burgers that taste the same • Saffola 98% Fat free • Asian Paints Computerized Shade Cards • ICICI Bank First Internet Banking Service • Scotch Brite Scrub with Sponge & Coir Differentiating Parameter Point of Difference Associations
  37. 37. POPs vs. PODs The critical task is to identify a POD. How is the brand going to be different from other brands in the category Category Brand POP POD Toothpaste Anchor White Vegetarian Taste Price Foam Cars Tata Indigo Looks Interior space Power Ride comfortably Scooters Honda Activa Power Style Price
  38. 38. Kwality Walls Amul Ice-cream Indianness Moppet Gujarat / Anand Value for Money Real Milk Ice-cream Dr. Kurien Youth Enthusiasm Fun Colourful Attitude Premium POPs vs. PODs
  39. 39. Healthy Refined Oil Little Kid Yellow Food Sundrop Saffola Heart Attack Fitness POPs vs. PODs
  40. 40. 40 The Process of Market Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
  41. 41. USP - Definition Having a USP will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you:  Unique - It clearly sets you apart from your competition, positioning you in more logical choice.    Selling - It persuades customer to exchange money for a product or service.    Proposition - It is a proposal or offer suggested for acceptance.
  42. 42. Winning USP examples The following are 6 powerful USPs that alleviate the "pain" experienced by the consumers in their industries.. Example #1 - Package Shipping Industry  Pain - I have to get this package delivered quickly  USP - "When it absolutely, positively has to be there overnight." (Federal Express)
  43. 43. Winning USP examples Example #2 - Food Industry  Pain - The kids are starving, but Mom and Dad are too tired to cook!  USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza) (This USP is worth $1 BILLION to Dominos Pizza) Example #3 - Real Estate Industry  Pain - People want to sell their house fast without loosing money on the deal.  USP - "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value"
  44. 44. Winning USP examples Example #4 - Dental Industry  Pain - Many people don't like to go to the dentist because of the pain and long wait.  USP - "We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes" or you will receive a free exam.“ Example #5 - Cold Medicine Industry  Pain - You are sick, feel terrible, and can't sleep.  USP - "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine." (Nyquil)
  45. 45. Winning USP examples Example #6 - Jewelry Industry  Pain - The market hates paying huge 300% mark-ups for jewelry.  USP - "Don't pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we'll buy it back.“
  46. 46. How to create your “USP” How To Develop Your Unique Selling Proposition (USP)  Your USP is the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service. Step 1: Use Your Biggest Benefits Step 2: Be Unique Step 3: Solve An Industry "Pain Point" Or "Performance Gap“ Step 4: Be Specific And Offer Proof Step 5: Condense Into One Clear And Concise Sentence Step 6: Integrate Your USP into ALL Marketing Materials Step 7: Deliver On Your USP's Promise 
  47. 47. How to create your “USP” Proposition Examples:  Hallmark: When you care enough to send the very best.  Subway: Subs with under 6 grams of fat.  "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." Domino's Pizza  "When your package absolutely, positively has to get there overnight" Fedex   “Little drops of joy" Coca-Cola  "Diamonds are forever ..." DeBeers  "The ultimate driving machine" BMW  "The best a man can get" Gillette
  48. 48. 48 The Process of Market Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
  49. 49. Repositioning – Gaining competitive advantage Over time a great brand idea doesn’t change, only its expression does. Renewing and refreshing the expression to ensure continuing relevance is a challenging journey. So if Surf is about Champion Mother and yesterday’s dirty kids, modern parenting is all about good mothers who allow their kids to get dirty.

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