A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.

1. HOW CAN A FIRM
DEVELOP AN EFFECTIVE
POSITION IN THE
MARKET??

2. With distinctive packaging and a
compelling product concept, Method has
carved out a unique spot in the previously
staid cleaning-products market.

3. Positioningistheactofdesigningacompany’sofferingandimageto
occupyadistinctiveplaceinthemindsofthetargetmarket.

4. How to determine
POSITIONING

5. A good positioning has a “foot in the
present” and a “foot in the future’’!!

6. DETERMINE A FRAME OF REFERENCE BY
IDENTIFYING YOUR TARGET MARKET AND
RELEVANT COMPETITORS

7. Examples

8. •IDENTIFYTHEOPTIMALPOINTSOFPARITY
ANDPOINTSOFDIFFERENCE

9. •ANALYSING
COMPETITORS

10. A company needs to gather information about
each competitor’s real and perceived weakness.

11. CHOOSE A BRAND MATRA
•A phrase that captures the essence of the brand

14. POSITIONING AND BRANDING A SMALL
BUSINESS
 Building BRANDS for a small business is a challenge because these
businesses have a limited budget and resources.
 Apart from focus and consistency, they require
creativity and proper Positioning for branding.

15. Recap
 What is Positioning?
 How to Determine Positioning?
 Identify Target Market and Competitiors
 Analyse your cometitors.
 Choose a brand mantra.
 Brand Positioning Bull’s Eye.

16. DISCLAIMER
Created by Ankur Agrawal, IIT Kanpur, during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com