Downloaded 630 times
More Related Content
Similar to Brand positioning
Brand positioning
- 1. Identifying & Establishing BrandPositioning
- 2. Positioning – TheBattle of Your Mind To succeed, the first step is to position or ‘situate’ the brand in the target consumer’s mind in such a way, That in his or her perception of the brand, It is distinctive and offers a persuasive customer value better than its competitors. This is called competitive advantage
- 3. 3 The Process ofMarket Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible (reputation, guarantees, Service features ) Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
- 4. Brand knowledge AssociativeNetwork Memory Model Fresh Waterfall Lime Clean Bathing Green and YellowLIRIL Brand Awareness Brand Image
- 5. Brand knowledge AssociativeNetwork Memory Model Real milk Dairy product Gujarat / Anand Dr. Kurien Indianness (co-operative) Value for Money Amul Brand Awareness Brand ImageMoppet
- 6.
- 7. 7 The Process ofMarket Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries
- 8. Occupy a ‘slot’in consumer’s mind Positioning, therefore starts with our understanding or ‘mapping’ of a prospect consumer’s mental perceptions in such a way that it occupies a ‘slot’ in the mind with reference to other brands Lifebuoy occupies the hygiene slot Mysore Sandal the pure and natural fragrance ‘slot’, Margo occupies the herbal ‘slot’.
- 9. Perception and Positioning Perceptionin simple terms is the meaning added by an individual (in this context consumer) to the information that has been sensed from the environment. For instance, a consumer may feel that all products of Sony are high quality technology products without having any experience with brand.
- 10. Perceptual Mapping Represent consumerperceptions – in (usually) two dimensional space so that the manager can readily see where his own brand is positioned in the mind of his prospect and in relation to other brands
- 11. Perceptual Mapping ofdigestive brands Medicinal Natural Low Efficacy Hajmola Pudin Hara Eno Digene Gelusil High Efficacy
- 12. Perceptual Mapping forhair oils Pleasant perfume No perfume Helps hair groomingParachute Keo Karpin Mahabhringaraj Arnica Makes hair greasy Dabur Amla
- 13. Perceptual Mapping fortoothpaste Fresh breath Good for gums Dabur lal powder Forhan’s regular Colgate Pepsodent Close-up High HighLow Low
- 14.
- 15. 15 The Process ofMarket Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
- 16. Create a Competitiveframe of Reference Frame of reference is the starting point for competitive positioning. Corporate Identity/ Associative Network Memory model Target Consumer How the brand is similar to competitor’s How the brand is different from competitor’s. For whom am I? What Am I? (POP)Who am I? Why me? (POD)
- 17. Brand Positioning Product -Who am I? a) This question deals with the origins of the brand , its parentage. We can position the brand with reference to its corporate identity or as an extension of a well established brand. Define TG - For Whom am I? a) Demographic b) Behavioural (usage pattern) c) Psychographic segments d) The Consumer as a whole person
- 18. Cadbury Perk Cadbury Perk Anytime - any where To satisfy in between meals / hunger Young, 20-30 years, M/F Why me? For whom What am I? Who am I ?
- 19. Colgate Colgate When you wake-up Aftermeals Before going to sleep Oral hygiene & Fresh breadth Everyone above the age of 3yrs Why me? For whom What am I? Who am I?
- 20. What am I– Points of Parity Association POPs, are those associations that aren’t necessarily unique to the brand but may in fact be shared with other brands
- 21. Points of ParityAssociation The brand has to have certain points of parity (POPs) In reference to the product group it is in. e.g. Toothpaste , the brand has to foam, clean, taste reasonably well, etc.
- 22. Points of ParityAssociation POPs come in four basic forms Category related Benefit related Usage Occasion and Time of Use Price / Quality by Usage Occasion and Time of Use
- 23. Points of ParityAssociation 1) Category Related Tanishq……watches sold as jewellery Vaseline……petroleum jelly sold as lip salve and moisturizer Sugar free….historically sold to diabetics through chemist outlets, now being sold as weight control device, targeted at the figure conscious being sold through supermarkets
- 24. Points of ParityAssociation 2) Benefit related a) Functional – Lifebuoy (kills the germs you cannot see) Pepsodent (12 hr protection against germs) Fevicol (jod jo tootega nahin) M-Seal (seals all leaks) a) Emotional – Close-Up (confident) Franklin Templeton Blue Chip (secure) Liril (fresh) J&J (caring) Axe (irresistible)
- 25. Points of ParityAssociation 3) By Usage Occasion and Time of Use Kwality Walls….(post dinner treat….10 o’clock) Listerine (Night time rinse….Get fresh tonight) Clorets (after drinking, smoking, eating….after anything) Nescafe (great start to the morning) Britania’s Chai Biscoot (for tea times) Domino’s (when families are having fun, e.g. watching TV or playing scrabble)
- 26. Points of ParityAssociation 4) Price-Quality by Usage Occasion and Time of Use Peter England (the honest shirt) Big Bazaar Westside (surprisingly affordable) Indian Airlines (Apex fares) Nirma
- 27. Points of ParityAssociation Hence a brand can “break-even” in those areas where their competitors are trying to find an advantage and can achieve advantages in some other areas, the brand should be in a strong – and perhaps unbeatable – competitive position.
- 28. Why me ? Pointsof Difference Associations PODs are Strong, Favourable, Unique brand associations for a brand. They may be based on virtually any type of attribute or benefit association.
- 29. Brand • Gillette DoubleEdged Blade • Dove Soap One Fourth Moisturiser • Orchid Hotels Eco – Friendly Hotel • Ariel Detergent Performance • Ceat Tyres Tough • Maruti Service After Sales Service • Maggi Food in two minutes • McDonalds Burgers that taste the same • Saffola 98% Fat free • Asian Paints Computerized Shade Cards • ICICI Bank First Internet Banking Service • Scotch Brite Scrub with Sponge & Coir Differentiating Parameter Point of Difference Associations
- 30. POPs vs. PODs Thecritical task is to identify a POD. How is the brand going to be different from other brands in the category Category Brand POP POD Toothpaste Anchor White Vegetarian Taste Price Foam Cars Tata Indigo Looks Interior space Power Ride comfortably Scooters Honda Activa Power Style Price
- 31. Kwality Walls Amul Ice-cream Indianness Moppet Gujarat / Anand Valuefor Money Real Milk Ice-cream Dr. Kurien Youth Enthusiasm Fun Colourful Attitude Premium POPs vs. PODs
- 32.
- 33. 33 The Process ofMarket Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
- 34. USP - Definition Havinga USP will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you: Unique - It clearly sets you apart from your competition, positioning you in more logical choice. Selling - It persuades customer to exchange money for a product or service. Proposition - It is a proposal or offer suggested for acceptance.
- 35. Winning USP examples Thefollowing are powerful USPs that alleviate the "pain" experienced by the consumers in their industries.. Example #1 - Package Shipping Industry Pain - I have to get this package delivered quickly USP - "When it absolutely, positively has to be there overnight." (Federal Express) Example #2 - Food Industry Pain - The kids are starving, but Mom and Dad are too tired to cook! USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza) (This USP is worth $1 BILLION to Dominos Pizza)
- 36. How to createyour “USP” How To Develop Your Unique Selling Proposition (USP) Your USP is the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service. Step 1: Use Your Biggest Benefits Step 2: Be Unique Step 3: Solve An Industry "Pain Point" Or "Performance Gap“ Step 4: Be Specific And Offer Proof Step 5: Condense Into One Clear And Concise Sentence Step 6: Integrate Your USP into ALL Marketing Materials Step 7: Deliver On Your USP's Promise
- 37. How to createyour “USP” Proposition Examples: Hallmark: When you care enough to send the very best. Subway: Subs with under 6 grams of fat. "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." Domino's Pizza "When your package absolutely, positively has to get there overnight" Fedex “Little drops of joy" Coca-Cola "Diamonds are forever ..." DeBeers "The ultimate driving machine" BMW "The best a man can get" Gillette
- 38. 38 The Process ofMarket Positioning STAGE 1 Identify key offer characteristics STAGE 2 Draw a perceptual map STAGE 3 Decide on a competitive strategy STAGE 4 Design offer attributes, associated Imageries STAGE 5 Sustain a competitive advantage Identify Target Markets Tangible (colour, size, design) Intangible reputation, guarantees Service features identification And weightage to each of them Head-On “me too”’ Position away / avoid competition Less profitable; on growth USP
- 39. Repositioning – Gainingcompetitive advantage Over time a great brand idea doesn’t change, only its expression does. Renewing and refreshing the expression to ensure continuing relevance is a challenging journey. So if Surf is about Champion Mother and yesterday’s dirty kids, modern parenting is all about good mothers who allow their kids to get dirty.