In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Positioning is one of the fundamental elements of marketing, both for consumer products and B2B (Business to Business). Positioning is a brand’s unique way of providing value to its customers. Where it sits in the hearts and minds of customers. The associations that consumers hold with the brand reflect its positioning in the market.
Firms use positioning to create an image of their product or service in the mind of their target customers. Positioning defines how the brand’s offering is unique, how it provides a distinct benefit to customers.
Businesses use marketing to communicate their market position to customers and influence their perception of the brand’s products or services. Marketing establishes the brand identity, influencing consumer perceptions of its position in the market relative to the alternatives available from competitors.
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” (Ries & Trout, 2001)
3. What is BRAND
Is a name, term, design, symbol or other feature that
distinguishes one seller's product from those of others.
Brands are used in business, marketing and advertising
a brand defined as an intangible assets is often the most
valuable asset for a corporation
A brand name can create and stand for loyalty, trust, faith,
depending on how the brand is marketed, advertised and
promoted.
4. Positioning is a marketing strategy that aims to make
a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.
Companies apply this strategy either by emphasizing
the distinguishing features of their brand (what it is,
what it does and how, etc.) or they may try to create a
suitable image (inexpensive or premium, utilitarian or
luxurious, entry-level or high-end, etc.)
5. Brand positioning is a decision reached by a
marketer to try to achieve a defined brand image
relative to competition within a market segment.
Product positioning decisions are strategic decisions
and have an impact on long-term success of the
brand.
Brand positioning
6. COMPREHENSIVE DEFINITION
Also known as ‘three-point definition’
The position of a brand is the perception it brings about
in the mind of a target consumer.
This perception reflects the essence of the brand in
terms of its functional and non-functional benefits in the
judgement of that consumer.
It is relative to the perception, held by that consumer,
of that competing brands, all of which can be
represented as points or positions in his or her
perceptual space and together, make up a product
class
7. positioning
Product class
or the structure
of the market in
which our
brand will
compete
Perceptual
mapping
The benefits
offered by the
brand
Consumer
segmentation
8. CONSUMER SEGMENTATION
The profile of the consumers whom our brand will
serve and what are their needs? Each brand has to
carve out a ‘niche’ to call its own. In such competitive
product markets , only such a brand will survive which
has been able to identify the segment that it will
serve, the particular benefits to pull that segment and
has engineered its position to match most closely with
the needs and ‘dreams’ of that segment.
9. PRODUCT CLASS
A product class or product market
can be defined as the set of
products and brands which are
perceived as substitutes to satisfy
some specific consumer need.
10. PERCEPTUAL MAPPING
Perceptual mapping techniques identify
the underlying dimensions that
differentiate consumer perceptions of
products and the positions of existing
products on the dimensions.
11. BRAND ATTRIBUTES AND BENEFITS
The physical existence of brand is no
assurance that it has a position in the target
consumer’s mind. The consumer’s frame of
reference requires that those manufacturer’s
claim or brand attributes be translated into
consumer benefits in order to map consumer
perceptions.
13. POINT OF DIFFERENCE
Attribute or benefit that consumer strongly associate
with a brand, positively evaluate and believe they
could not find to the same extent with a competitive
brand.
Strong brand may have multiple points of difference
14. Basic rule for brand positioning
Be the first one
Be the unique/Different one
19. Contain 98% fat free oil
Safe for heart patient
POSITION BY HEALTH ASPECT
20. Some popular positioning approaches are:
Positioning by Corporate Identity
Positioning by Brand Endorsement
Positioning by Product Attributes and/or Benefits
Positioning by Use Occasion and Time
Positioning by Price-Quality
Positioning by Product Category
Positioning by Competitor
Repositioning
29. The Process of Determining the Positioning
Strategy
Steps Need to be Taken to Reach a Decision about Positioning
Identify Competitors
Assessment of Consumers’ Perceptions of competitor
Determining Competitor’s Position
Analyzing the Consumers’ Preferences
Making the Positioning Decision
32. Analyzing the Consumers’ Preferences
Flavours provided by
horlicks
Chocolate
Vanilla
Honey
Elaichi
Flavours provided by
bournvita
Chocolate
caramel
Making the Positioning Decision
34. Under positioning
The consumers do not associate the brand/product
with a clear benefit or competitive edge so that
consumers know what exactly sets it apart from
other competitors. Therefore, consumers may not
have a strong connection with a brand and instead
buy products from the competition because they
don’t know what advantages it will provide them
35. Over positioning
there is too much focus on position, ultimately
giving the audience a too narrow depiction of
the product. This mistake can ultimately
alienate consumers from the product, creating
a narrow group of customers that can actually
identify with it. If the target audience is too
small it limits potential consumers of the
product
36. Confused positioning
Happens when marketers either change
their position too often or has benefits
that contradict each other that an
audience becomes confused of what the
product actually offers
crest rejuvenating
effects tooth paste
for women
37. BRAND MANTRA
A brand mantra is short (usually 2–5 words
maximum) and encapsulates the competitive
frame of reference, the points of difference,
the points of parity, and everything else about
your brand into one thought.
The way we establish the brand in the
market and keep it consistent in quality,
service and satisfaction
38. TAGLINE
Its the short introduction of the
product blended with emotional or
professional attachment of the
ultimate consumers
39. BRAND MANTRA TAGLINE
MOOV EK MINUTE MOOV KI MALISH AAH SE AHA TAK
NIKE AUTHENTIC – ATHLETIC-
PERFORMANCE
JUST DO IT
COCA COLA SHARING –HAPPINESS -TASTY THANDA MATLAB COCA
COLA
ENO INSTANT RELIEF FROM ACIDITY
AND TASTY
KAAM SHURU SIRF 6 SEC.
ME
40. ENO-CASE STUDY
ENO-Leading antacid taken for providing instant
relief from acidity ,heart burn & gastric discomfort
BRAND MANTRA – instant relief and taste
TAGLINE – Kam shuru sirf 6 second me
Launched in 1972 with strong marketing strategy
and maintain its leadership position
41.
42.
43. MAGGI NOODLES
Maggi noodles was introduced in India in the
year of 1982
MAGGI BRAND POSITIONING – At the time
,when maggi made their entry in Indian
market, Indian consumer were conservative
in their food habits ,preferring homemade
traditional food, rather than packed or canned
food
44. At the initial stage ,they target the Indian women on perception that
It is easy to cook
Market research conducted by nestle and found that children are the main
consumer of this product
In 1980s they positioned Maggi noodles as convenience food for mother and fun
food for children with tagline fast to cook good to eat
Other tag lines are mummy bhookh lagi hai
bus 2 minute
In 1988, maggi launched its first extension product maggi instant soup which
soon acquired a prominent position in package soup market in india
From 2000 they shaped their marketing strategy after considering the changing in
lifestyle and eating habit of Indian consumer
Out come of this is vegetable atta noodle in 2005
Tagline for this is ‘TASTE BHI, HEALTH BHI .
