Brand Positioning & Point parity,Point of difference.

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Brand Positioning & Point parity,Point of difference.

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  5. 5. Brand positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds The brand position of Lifebuoy  Lifebuoy is one of Unilever’s oldest brands, and has championed a message of health through hygiene for more than a century. 5
  6. 6. The brand position of Lifebuoy  Initial Positioning Strategy (from 1894 to 2002)  Positioning shift (in 2002)  Reinvesting positioning strategy (2004)  Seasonal Positioning strategy (2013)  Positioning in the urban markets  Rural Market strategy 6
  7. 7. The brand position of Sandalina Sandal Soap  High quality bath soap made from 100% vegetable fat, it enriched with sandal wood oil.  Position on product features/benefits.  Positioning rig by price.  Position on user.  Positioning by quality.  Size and price.  Packaging. 7
  8. 8. Identifying the consumer target is important because different consumers may have different brand knowledge structures and thus different perceptions and preferences for the brand. Target market of Lifebuoy Soap  Target market of lifebuoy may be those people who are affected by various skin disease such as Acne skin disease more than 85% 12-24 year olds have it! 8
  9. 9.  Target market of Lifebuoy soap is the all classes of people who live in society such as Kids, young, adults,  Target market of lifebuoy may be every family who are sensitive about various contagious diseases. 9
  10. 10. Target market of Sandalina Sandal Soap  It is quality bath soap made from 100% vegetable fat, it enriched with sandal wood oil.  Target market of Sandalina sandal soap may be the young lady who are serious about their sensitive skin and who are aware of their beauty. 10
  11. 11.  The target market of Sandalina sandal Soap may be the religious conscious people by using advertisement strategy. 11
  12. 12. Points of Parity (POP) are usually the attributes or functionalities or benefits or any other marketing mix elements that are not unique to the brand and might be shared by some or all the competitors, as they mostly include the basic necessities for a brand to be considered in a particular category. Two types of point of parity Category Points of Parity, Competitive Points of Parity to capture the market position. 12
  13. 13. Points of parity of Lifebuoy are those associations or particular attribute of lifebuoy that can attract the customer easily, these attributes are: Family soap Ingredients Quality Innovation 13
  14. 14. PODs are attributes or 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. Points of difference of life buoy are those features or attribute of lifebuoy that the consumer can easily differentiate and positively evaluate this soap from its competitors. This attributes are: 14
  15. 15. History & Heritage. Exclusive imagery. Achievement. Premium Price. 15
  16. 16. Family soap Differentiation with competitors Good imagery 16
  17. 17. Vegetable fat Sandal wood oil Attractive packaging 17
  18. 18.  The answer is Yes because,  Both company defined their market position correctly. Because, their target market was correct, the product attribute of Lifebuoy and Sandalina Soap properly defined through the customers. 18
  19. 19. Both company define their market position correctly, so they need to develop their market strategy and it should stick to what it has been doing. I think that some more forward thinking innovation is required as more and more. There is need to change consumer perception to improve market positioning of Lifebuoy and Sandalina soap to hold their market position gradually. 19
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