brand positioning strategy of Colgate,Maggi,surf excel and vicks

1. BRAND POSITIONING
STRATEGY
BY
Anuja Elizabeth joseph
Macfast college
Thiruvalla
Kerala

2. BRAND POSITIONING STRATEGY
Conceptual place you want to own in the target consumer’s mind –the
benefits you want them to think of when they think of your brand.
An effective brand positioning strategy will maximize customer
relevancy and competitive distinctiveness in maximizing brand value.

3. VICKS VAPORUB
•The Vaporub segment in the market is strategically
dominated by Vicks Vaporub in India.
• A brand of Proctor & Gamble (P&G), Vicks Vaporub
covers almost the entire market segment in the case of branded competitors.
• Brand Vicks has been synonymous with ‘Khich-khich’
since time immemorial – many have grown up with the term being associated
with the brand. While the ‘Khich-khich’ continues in the latest commercial for
the brand, it promises to undergo evolution henceforth.

4. MAGGI NOODLES
• Nestlé unleashed Maggi in India in 1982
• First Maggi (2-minute noodles) variants in India: Masala, tomato and
chicken flavours
Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG
major, Nestlé SA, introduced the Maggi brand in India in 1982, with
its launch of Maggi 2 Minute Noodles, an instant noodles
product.Maggi launched in India at a time when the instant noodles
market was not a popular one. Nestle launched Maggi in India with the
tagline: ‘Fast to cook and good to eat’ i.e. they focused on
Convenience and Health.

5. Positioning: Maggi positioned itself as ‘the 2-minute noodles.’ Consumers
still associate maggi with ‘Easy to cook and good to eat.’
Strategies: ‘taste bhi health bhi’: reinforcing their focus on health and getting
in a new angle to 2-mintue maggi: taste!!
In its branding campaign, the company promoted their brand by sponsoring
many kids’ events. Also it spent huge amount on electronic and print media
advertising. Consumers have an emotional bond with the product. On several
occasions company does aggressive marketing by providing free samples of
the product.

6. • At the time, when Maggi made their entry in Indian mark, Indian
customers were much conservative in their food habits, preferring
homemade traditional food, rather than canned or packed food.
• At the initial stage, they targeted Indian women on the perception that
they can be easily attracted since Maggi is easy to cook. But all such
efforts did not really work in the expected fashion. To find out the
exact problem, NIL conducted a market research and found that
children are the largest consumers of the product. So, Maggi noodles
as a convenience product for mothers and as a fun product for
children by wearing the tagline of Fast to Cook Good to Eat.

7. COLGATE
Marketing strategy of Colgate – Colgate marketing strategy
One of the top brands of the world and the leading brand in Oral
hygiene, Colgate is known for its dominance for the past few decades
when it concerns tooth paste, tooth brush or even dental hygiene.
Colgate has implemented fantastic marketing strategies over time,
including roping in dentists to brand the product, which has resulted in
Colgate being the leader in the oral hygiene industry

8. • Mission – “To become a fast growing consumer goods industry by
developing and delivering innovative new products to consumers and
marketing them more efficiently”.
Vision- “Colgate’s vision is to become the best truly global products
company.”
Tagline-“Colgate-world of care”

9. Colgate Branding Strategy was strong enough to position the company
as a major brand in the oral care market of India. The Brand Colgate
emerged as a market leader as it bagged considerable amount of market
share in all the segments of oral care market like toothpaste segment,
tooth powder segment, tooth powder segment and toothbrush segment.

10. SURF EXCEL
• Surf Excel, launched in 1954, is one of the oldest detergent
Powders in India and Pakistan. Initially, the brand was positioned on the
clean proposition of “washes whitest”.

11. In 2003 Surf excel was positioned to address a key concern of the
country. The brand was tied up with eminent celebrity Shabana Azmi to
propagate the concept of saving two buckets of water along with getting
stain free cleaning. This campaigning was based on the combination of
two positioning concepts, namely ,symbolic positioning (social
meaningfulness) and functional positioning (Provide benefits to
customers)

12. To hold their market share surf excel adopt this philosophy to
propagate the concept that if a child learns something and gets stained
in the process then those stains are good. To make Dirt is good a
meaningful campaign stains are linked with learning of values. This type
of positioning is based on the concept of Experiential positioning
(provide cognitive stimulation).

13. Thank you