Brand Management & Positioning

2. BRAND POSITIONING AND BUSINESS STRATEGY
MAP OF BRANDING PROCESS
Analysis Strategy Promotion Tools
(1)
Promotion
Tools (2)
PGM
PR Direct
Marketing
Personal
Sale and
Internet
Ad
• Market
Research
• Market
Analysis
• SWOT
Analysis
• Sampling
•Marketing
Strategies
• Time
Plan
•Exclusive
Products
•Quick Delivery
•Free Delivery
•Discounted Price
•Brand Gift
Package
•Gift
•Interactive lottery
with customers
•The same price
more products
•Live Pgms
•Regular pgm
guide
•Competent
category pgm
•Interactive
pgm (such as
social media
integrated,
live phone
calls)
•Sponsorship
•Media
Management
• CRM
• Direct Mailing
• Campaign
• Training
• Lottery
•Outdoor stand
events
• Social events
• Sales of Point
• Web page
• E-commerce
• Social Media
• Banner
• SMS
• e-MAILING
• CRM
• Discount
• Installment
• TV
• Outdoor
•Newspaper
• Campaign

3. CURRENT TV SHOPPING MARKETING STRATEGY
• LOW PRICE
• LOW QUALITY
• RERUN PGMS (RECORDING)
• NOT CUSTOMER FOCUSED
• UNKNOWN VENDORS
• BORING PGMS
• TARGET CUSTOMER
BRAND POSITIONING AND BUSINESS STRATEGY
Negative answer
Positive answer
DE

4. CURRENT TV SHOPPING MARKETING STRATEGY
Sample of confidence trick.
Exaggerated telemarketing host’s
photo was one of the most shared
post on social media network couple
months ago.
These posts make people not to
believe tv shopping.
BRAND POSITIONING AND BUSINESS STRATEGY

5. CURRENT MARKET SIZE IN TURKEY
2006 2007 2008 2009 2010 2011 2012
Shopping TV 8,000 9,150 17,500 29,603 30,946 27,299 21,500
D Shopping - 2,055 6,849 19,568 22,104 33,648 39,250
Tuna shopping - - - - - 800 7,000
Top shop - - - - - - 1,450
Smart TV - - - - - - 26,500
EXPO - - - - 4,250 6,000 8,000
Others 43 123 351 1,004 2,210 2,539 5,000
Informercial 804 1,699 4,940 12,544 17,853 24,600 38,045
Total 8,847 13,027 29,640 62,719 77,363 94,886 146,745
2006 2007 2008 2009 2010 2011 2012
Others
EXPO
Top shop
Tuna shopping
Smart TV
D Shopping
Shopping TV
Informercial
In 2002, 8-year passed, Korean TV Home Shopping Volume was
3.0 Billion US dollars at least
BRAND POSITIONING AND BUSINESS STRATEGY

6. MARKETING STRATEGIES OF TV SHOPPING
MUST BE CHANGED IN TURKEY
TO INCREASE THE MARKET SIZE!
HOW?
CREATING TRUSTWORTHY PERCEPTION AND
CHANGING PRACTICES / HABITS
BRAND POSITIONING AND BUSINESS STRATEGY

7. GLOBAL HOMESHOPPING CHANNEL STYLE FOR TRADITIONAL
TURKISH FAMILIES
QVC
‘David in the kitchen-recipes’
BRAND POSITIONING AND BUSINESS STRATEGY

8. POSITIONING / THE BATTLE FOR YOUR MIND
 Own a piece of consumer’s mind
 Not what you do to a product!
 It’ s what you do to the mind of the prospect
 Position the product / service in the prospect’s mind.
 Refers to ‘How we want our consumers to see our service.
 In the positioning era, you must get into the prospect’s mind.
 The basic approach is not to create something new or different, but manipulate
what’s already in the mind.
BRAND POSITIONING AND BUSINESS STRATEGY

9. WHAT ARE THE NEEDS/EXPECTATIONS OF CUSTOMERS?
1.Trustworthy
2.Moderate Price
3.Free Delivery
4.COD
5.Exclusive product /service
6.Entertaining/ competent pgms
7.Customer- focused
8.Unknown opportunity
BRAND POSITIONING AND BUSINESS STRATEGY
Negative answer
Positive answer

10. PERCEPTION OF COMPETITORS
PERCEPTION KNOWN BRAND Positioning
MCJ Trustworthy Not known -
SHOPPING TV Not trustworthy Known Leader/Known
D SHOPPING Entertaining brand Known Entertaining
TUNA
SHOPPING
Religious Either Religious
TOPSHOP Original products Either Marketer
Most of the Turkish people have never experienced homeshopping channel
that’s why we can’t say there is a positioning in the market. So, We can position MNG
Shop where ever we want to position, and than process the marketing strategies to
create a new perception.
BRAND POSITIONING AND BUSINESS STRATEGY

11. NEW TARGET TO REACH
BELOW SES GROUPS
ALREADY CUSTOMER BUT
SHOULD BE INCREASED
POSITIONING OF MNG SHOP
BRAND POSITIONING AND BUSINESS STRATEGY
B C1C
2
DE
 ‘seeing below the surface’ /
‘seeing inside the consumer.
 Insight will generally be enduring.
 Often the process will lead to
seeral insights.
KEY INSIGHT

12. POSITIONING MAP
low Quality Moderate Price Low Quality
D SHOPPING SHOPPINGTV
Entertaining MNG SHOP MCJ Boring
Trustworthy
High Quality
Religious
TUNA SHOPPING
BRAND POSITIONING AND BUSINESS STRATEGY

13. LET’S HAVE A BRAINSTORMING ABOUT THE OPTIONS
BRAND POSITIONING AND BUSINESS STRATEGY
2. FREE DELIVERY
1. BEST PRICE
3. COD
4. EXCLUSIVE PRODUCT / SERVICE
5. LIVE / ENTERTAINING / COMPETENT PGMS /PGM REGULAR GUIDE
6. CUSTOMER FOCUSED
7. TRUSTWORTHY

14. SO, WHAT HELPS US?
Trustworthed channel can be make people feel in secure and shop from tv and it
helps to increase the market size
THE BEST WAY; TO FOCUS KEY INSIGHT OF CUSTOMER
*Traditional Turkish families are very protective.
*They like watching TV with their families.
*Watching Tv is a habit for Turkish people.
*It will be better to think as a member of their family.
*We have to be a part of their family/life.
BRAND POSITIONING AND BUSINESS STRATEGY

15. BRAND PROMISE;
*Acting as a father and bring them moderated price products.
Acting as a mother and bring them quality, functionality.
Acting as a child and bring them entertainment .
*The best secured way is buying a product at home or
at any place you feel in secure.
*Paying at the door with no risk.
* Becoming a new member of
your family.
* A new member of
your family.
*A new tv channel of your family.
BRAND POSITIONING AND BUSINESS STRATEGY

16. P R E P A R E D B Y : D E R Y A
T E K E S