This is the powerpoint presentation for the topic: "Marketing Strategies and Brand Positioning". Topics covered are Marketing, its types, Objectives, principles, 4 P’s of Marketing, STP model, Brand mantra with some examples.

1. Webinar Topic:
Marketing Strategies & Brand Positioning

2. What is Marketing?
• The action or business of promoting and selling
products or services, including market research and
advertising.
• Marketing is an exchange between buyer and a seller.
Market can only exist if there is an exchange between
both of them.
• Marketing is also associated with non-profit
organizations or where money isn’t involved.

3. • There are two types of market:
1. Sellers Market – Sellers have the power;
2. Buyers Market – Buyers have the power.
• Marketing shouldn’t be the same for both the markets.
• The marketing approach is different for both the markets.
• In sellers market, the seller focuses on selling the product as much as
they can.
• Whereas in buyers market we select a category of customer and sell
the product to them only.
Types of Markets:

4. • Sellers Market:-
Focus: Product Market;
Business Objective: Market share;
Profitability: Comes from Volume.
• Buyers Market:-
Focus: Selected Customers;
Business Objective: Loyalty of customers;
Profitability: Comes from Value, Cross-Selling.
Objectives of the markets:

5. 1. Principles of Customer Values:
• Know your customer
• Provide genuine value to them for the product.
2. Principles of Differentiation:
• Provide an element of differentiation to your product.
3. Segmentation, Targeting and Positioning:
• Pick a segment from the market.
• Target that segment only.
• Positioning comes under brand positioning.
Principles of Marketing:

6. 4P’s of Marketing:
• Advertising
• Publicity
• Sales promotion
• Market
• Channel
• Distribution
• Discount
• Offer Price
• Credit Policy
• Brand
• Services
• Packaging
Product Price
PromotionPlace

7. 4P’s Used in Non-Profit Organization:
Blood Price
Saves Lives, Goodies Promotion/Product
College Campaign Place

8. • Know Your Markets.
• Customers have the final say.
• Commit to being first in the markets you serve.
• Deliver total quality to guarantee customer satisfaction.
Market-Driven Principles

9. Brand Positioning Process

10. Values of the Two Segment
Atribute 1 Low PRICE Atribute 2 Beauty Atribute 3 Durability
Segment 1 Segment 2

11. What is a Brand?
“A brand is no longer what we tell the consumer it is – it is what
consumers tell each other it is.”
- Scott D. Cook
Founder and chairman of the Executive Committee–Intuit
Board of Directors – P&G
“It’s not about telling and selling. It’s about bring a relationship
mind-set to everything we do.”
Jim Stengel
CMO – Procter & Gamble

12. A Positioning Statement
Target segment: Students,
educators, creative
professionals
Point of difference: Innovative
hardware
Frame of reference: Personal
computing

13. The Role of Positioning
POSITIONING
Strategic &
Technological
Vision
Product
Development
Messaging
Provides Customer Benefits
Tells the story

14. Brand Mantra
• An articulation of the “heart and soul” of the brand.
• Similar to “brand essence” or “core brand promise”.
• Short three-to-five-word phrases that capture the irrefutable
• Considerations:
• Communicate
• Simplify
• Inspire

15. Can you guess?

16. Designing the Brand Mantra
Mantra’s of different brand

17. Thank You!