Advertisement, Positioning and Branding of Indian Products.

1. Advertisement
and
Branding
Created by:-
Saurav Gupta
saurav4success@gmail.com

2. Market Positioning

3. Meaning And Definition
Definition:
Positioning means the activity of making position or image in the minds of
customers. Positioning is the process of portraying a picture of company’s
product and its customer relation in the minds of customers.
“Positioning is the act of designing the company’s offering and image to
occupy a distinct place in the target’s mind.”
--Philip Kotler--

4. Why Positioning?
(1)To create a distinct place of product & service or corporate in
the minds of customers.
(2) To provide a competitive edge to a product or an attempt to
convey attractiveness of the product to the target market.
(3) To give the target market reason of buying our
product/service and then formulation of all strategies according
to the customer perception.

5. Positioning in the market
place examples:
Colgate toothpaste
Promotes its anti-cavity protection
Mercedes
Promotes its great engineering
BMW
Ultimate driving machine
Attribute can be single or even multiples

6. What is Image?
Image is the picture of an organization and its products & services
perceived by target group,
Images are of following types:
• Current Image: The way that a company is being seen
by customer.
• Mirror Image: The way that accompany think it is being seen by
customers
• Wish Image: The way that a company would like to be seen by
customers.

7. Positioning Strategies
(1)Attribute Positioning: A company position itself on the basis of
an attribute which creates their separate identity such as size, no. of
years of existence etc.
e.g: “Raymonds Since 1925”
(2)Benefit Positioning: Corporate may position itself as a leader in a
certain benefit which they provides to their customers.
e.g: “ Maruti---Service Station”

8. Positioning Strategies
(3)Use or Application Positioning: Positioning can be done on the
basis of use or application of the product. Corporate position their
product as best for some use like café coffee day position itself for
discussion & meeting point.
e.g: “Café Coffe Day—a lot can happen over a coffee”
(4)User Positioning: When firm position itself and its products as
best suited for a particular user class is called user positioning
e.g: “Johnson & Johnson----for babies”

9. Positioning Strategies
(5)Competitor Positioning: In this category firm claims to be better
in some product or service than a well-known competitor.
e.g: “Thums up against Pepsi”
(6)Value Positioning: This strategy focuses on company’s
positioning as offering the best product at lower price or we can say
best valued product.
e.g: “McDonald Burger @ Rs 25 only/”

10. 3 C’s of Successful Positioning

11. What is 3 C’s of Successful
Positioning ?
 The 3Cs Model is an industry model, which offers a strategic look at the factors
needed for success. It was developed by Japanese organizational theorist
Kenichi Ohmae.
 The 3Cs model points out that a strategist should focus on three key factors for
success. In the construction of a business strategy, three main elements must be
taken into account:
1. The Corporation
2. The Customers
3. The Competitors
 Only by integrating these three, a sustained competitive advantage can exist.
Ohmae refers to these key factors as the three Cs or strategic triangle.

12. Organizational Examples of the
model

13. 1. The Corporation
 The Corporation needs to focus on the maximization of its strengths. As a result, the corporation
can influence the functional areas of the competition that are critical to achieve success within a
certain industry. Focusing on a key functional area may create a decisive improvement in other
functions of the competition. (for example quality improvement). By functional areas is meant for
example culture, image, products, services, technology, etc.
 It is also important for a corporation to make informed decisions about subcontracting (capacity,
cost structure, significant strategic advantages) and how effectively this can be realized with
respect to cost reduction (selective purchasing, stock management, choice of commodities, use of
automation).
 It’s certainly not necessary for a company to excel in one specific function. If there’s a clear
advantage in one important function, the company can then also reinforce and improve other
functions from that strength.
 If labour costs are rising, it can be an attractive option for companies to outsource part of the
work. They then do need to consider the competition; if their production is outsourced to
subcontractors, it can influence the cost price. To counter this, a company can improve the cost
effectiveness. Firstly, by trying to lower the basic costs compared to their competitors. And
secondly, by lowering the functional costs, including those for transport. A third option would be
to combine certain key functions with other businesses, sharing overhead costs. Examples could
be transport, warehousing or call centres.

14. 2. The Customers
 The customers are the basis for any corporation according to Kenichi
Ohmae. Without a doubt, a corporation’s foremost objective ought to be
the interests of its customers rather than those of its stock holders or other
parties. What is important are elements like needs, requirements,
demands, problem areas, buying motives, value components, decision-
makers, etcetera. Segmentation of objectives (use of products) and
customers (geography, age, social interests ) and the market (potential
customers, competitors) are important for constructing and adopting a
strategy. Using (digital) questionnaires, reviews and platforms, a
company can find out what customers are thinking and seriously include
this information in strategic decisions.

15. 3. The Competitors
 According to Kenichi Ohmae these strategies can be constructed by looking at possible
differentiation in functions such as purchasing, design, engineering, sales and maintenance.
One of the most important factors is image and this can provide the necessary power.
Both Sony and Honda for example, sell more than their competitors because they invest
more in public relations and advertising. Smaller corporations and organizations can use
franchise concepts or low margins and make the necessary investments in service.
 Hito-Kane-Mono
A favourite phrase of Japanese business planners is hito-kane-mono, standing for people,
money and things. They believe that streamlined corporate management is achieved when these
three critical resources are in balance without surplus or waste. For example: Cash over and
beyond what competent people can intelligently expend is wasted. Of the three critical
resources, funds should be allocated last. The corporation should firstly allocate management
talent, based on the available mono (things): plant, machinery, technology, process know-how
and functional strength. Once these hito (people) have developed creative and imaginative
ideas to capture the business’s upward potential, the kane (money) should be given to the
specific ideas and programs generated by the individual managers.

16. Advantage of 3 C’s model of
positioning
 Corporation
 Simplicity of implementation
 Trustworthy and award winning organization
 High proportion of revenue earnings into core operations
 Customer
 Value in the form of branding, (eg. Pratham supported by Fair and Lovely Foundation)
 Students internships and concurrent project certificates
 Competition
 Promoter value
 Transparency in workings
 Organizational vision as a transparent and accountable organization

17. Brand Revitalization
Definition:
The Brand Revitalization is the marketing strategy adopted when the
product reaches the maturity stage of product life cycle, and profits
have fallen drastically. It is an attempt to bring the product back in the
market and secure the sources of equity i.e. customers.

18. Brand Revitalization Examples
Example:
Mountain Dew, A Pepsi product, was
launched in 1969 with the tagline “Yahoo
Mountain Dew” that flourished in the market
till 1990. After that the sales of mountain dew
declined due to which it was re-positioned, its
packaging was changed, and the tagline was
changed to “Do the Dew”. It targeted the
young males showing their audacity in
performing the adventurous sports. This led
the Mountain Dew to the fifth position in the
beverage industry.

19. Why Brand Revitalization?

20. Why Brand Revitalization?
1. Increased Competition in the market is one of the major reasons for the
product to go under the brand revitalization. In order to meet with the
offerings and technology of competitor, the company has to design its brand
accordingly so as to sustain in the market.
2. The Brand Relevance plays a major role in capturing the market. The
brand should be modified in accordance with the changes in tastes and
preferences of customers i.e. it should cater the need of target market.
3. Nowadays Globalization has become an integral part of any business. In
order to meet the different needs of different customers residing in different
countries the brand has to be revitalized accordingly.

21. Why Brand Revitalization?
4. Sometimes Mergers and Acquisitions demand the brand revitalization.
When two or more companies combine, they want the product to be
designed from the scratch in a way that it appeals to both and benefits each
simultaneously.
5. Technology is something that is changing rapidly. In order to meet with
the latest trend, the companies have to adopt the new technology due to
which the product can go under complete revitalization.
6. Some Legal Issues may force a brand to go under brand revitalization
such as copyrights, bankruptcy, etc. In such situations, the brand has to be
designed accordingly, and the branding is to be done in line with the legal
requirements.

22. How to do Brand
Revitalization?

23. How to do Brand Revitalization?
1. The Usage of a product can be increased by continuously
reminding about the brand to customers through advertisements. The
benefits of the frequent use of a product can be communicated to
increase the consumption, e.g., the usage of Head & Shoulders on
every alternate day can reduce dandruff.
2. The untapped market can be occupied by understanding the needs
of the new market segment. The brand revitalization can be done to
cater to the needs of new customers, e.g.; Johnson n Johnson is a
baby product company but due to its mild product line the same can
be used by ladies to have a soft skin and hair.

24. How to do Brand Revitalization?
3. The brand can be revitalized by entering into an
entirely New Market. The best example for this is
Wipro, who has entered into a baby product line.
4. Another way of getting the brand revitalized is through
the Re-positioning. It means changing any of the 4 P’s of
marketing mix viz. Product, price, place and promotion.
The best example of re-positioning is Tata Nano. On its
launch, it was tagged as the “cheapest Car” that hurt the
sentiments of customers, and the sales fell drastically. To
revive the sales, the new campaign was launched
“Celebrate Awesomeness” that re-positioned its image in
the minds of the customer.

25. How to do Brand Revitalization?
5. A brand can be revitalized by Augmenting the Product
and Services. The company should try to give something
extra along with the product that is not expected by the
customer. Some additional benefits can revive the brand in
the market e.g. A plastic container comes with a surf excel
1 Kg pack that can be used for any other purpose.
6. The brand can be modified through the Involvement of
Customer The feedback about the product and services can
be taken from ultimate consumer and changes can be made
accordingly. Customer’s involvement is best seen in service
sector wherein feedback forms are filled in at the time of
availing the services such as hotels, restaurants, clubs,
flights, trains, etc.

26. Celebrity Endorsement

27. What is Celebrity Endorsement ?
Definition:
Celebrity endorsement is a marketing strategy involving the use of
celebrities to advertise for a brand with an eye on increasing the product
sales or increasing the awareness of the brand by leveraging the awareness
levels of the celebrity
Who is a celebrity?
Celebrities are the people who enjoy
public recognition by a large share of
a certain group of people and can influence life of people. Celebrities are:
Actors Models Sports figure Entertainer Pop star Business
man Politician Fictional celebrities

28. Celebrity Endorsement Examples

29. Why Celebrity Endorsement ?
1. Celebrity helps to set-up a new company
2. Popular personalities have their own followers
3. Using a famous person for advertising a product or service, a brand
with a tarnished record has a chance to re-establish its status
4. Enhance the Market Value
5. A celebrity may help a product in affecting the psychological profile
of potential buyers. Hence it directly
6. Just by getting associated to a product a celebrity may push the sales
of any product affects the marketing strategies

30. Pros of Celebrity Endorsement ?
The advantages of celebrity branding are having a product that the endorser
likes and utilizes and incorporates into their lifestyle as well as having
some knowledge about the product. Some of the advantage of Celebrity
Endorsement are,
1. Increased attention to the product and the brand
2. Polishing the image of the brand
3. Introduction of the brand to new and wider market
4. Repositioning of the brand
5. Guarantee of successful advertising of the brand

31. Cons of Celebrity Endorsement ?
Using celebrity endorsement has its risks as well as its benefits.
Some of the opportunities provided by the endorsement may have two sides to
it, making it a potential risk as well.
1. Celebrity may overshadow the product: There may be a chance of the
celebrity getting more attention than the product being endorsed, which may
lead to consumers remembering only the celebrity than the product.
2. Credibility of Celebrity endorsements: Consumers are now more aware of
how advertising and celebrity endorsements work, which brings them to
question celebrity credibility within advertisements as more consumers are
starting to voice their opinions asking if the brand or the product should be
trusted based on the celebrity that is being paid to endorse the product.
3. Brand Switching: For example when Aishwarya Rai and Aamir Khan shifted
loyalties from Pepsi to Coke.

32. Celebrity Brand Valuation in
India

33. Thank You So Much
Saurav Gupta