This brief presentation gives you an overview of the Al Ries & Jack Trout concept of positioning and the importance of colours in branding. How different colours mean different things

1. POSITIONING & COLOURS IN
BRANDING

2. POSITIONING- DEFINED
• The Indian Pharmaceutical Market has more than 60,000 brands.
• Each doctor is visited by 15-20 medical reps on an average everyday.
• In this over communicated industry impact of advertising/ detailing
needs serious assessment.
• The only hope to score big is to be selective, to concentrate on narrow
targets, to practice segmentation. In a word, ‘positioning’.
Positioning is How you differentiate yourself in the minds of the Customer
- Al Ries & Jack Trout
Thanda Matlab
Germicheck Matlab

3. It is better To Be First In The Mind, Than To be first in the Market
THE LAW OF THE MIND
FIRST IN THE MARKET
FIRST IN THE MIND

4. POSITIONING= WHO + WHY
WHO we are
targeting the
Brand at
WHY we expect
the doctor to
prescribe our
brand in the
patient segment
in preference to
competitors
•Avoid being all things to all people
•Focus only on your main competitive advantage
•Ensure positioning is delivered through every element of the marketing mix
•Customer/patient/field insight is a must to arrive at a clear positioning
DIFFERENTIATOR

5. SOME POINTS OF DIFFERENCE IN PHARMACEUTICALS
•Patented ingredient
•More effective
•Superior product design
•Greater safety
•More features than other
brands
•Better tolerability
• Fewer side effects
• Greater convenience
• Superior service
• Longer lasting
•Perceived patient/customer advantage
•Unique endorsement (KOL support
etc.)

6. • One of the key elements of building a
strong brand is colour selection. Every
colour has a different feel and various
associations. By choosing a colour or a
combination of colours for your brand
identity, you will take on those
associations. Colours will evoke certain
emotions and feelings towards your
brand so it is vital to choose a colour
that will represent your identity
effectively.
• Research reveals people make a
subconscious judgment about a person,
environment, or product within 90
seconds of initial viewing and that
between 62% and 90% of that
assessment is based on colour alone.
COLOURS IN BRANDING
Source :http://www.usabilitypost.com/2008/09/29/a-guide-to-choosing-colors-for-your-brand/

7. COLOURS AND ASSOCIATIONS
Source :http://www.usabilitypost.com/2008/09/29/a-guide-to-choosing-colors-for-your-brand/

8. Thank You