The document discusses different types of markets and factors that influence targeting and positioning strategies. It provides examples of positioning strategies for various brands such as Amul, Jaquar, Louis Vuitton, Dettol, Sprite, Puma, FedEx, Hero, Maruti, Airtel, Dove, Emirates. The positioning strategies aim to communicate the brand's value proposition and target specific customer segments based on the market characteristics and competitive landscape.

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Strategic Marketing Session 5
Targeting and Positioning Strategy
24th Oct, 2015
Instructor: Anik Saha (aniks219@gmail.com)

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Targeting in Different Market
Types of Market Driving Factor Buyer’s
Diversity
Industry Structure/
Market
Capabilities/
Resources
Competition Price, Revenue/
Profit
Emerging
- Changing or
unmet needs by
new prod
- New Tech for
existing market
- Less, explorers
- Broad segments
- Focus mktg to
avg. user
- Uncertainty of rate of
acceptance, Size of mkt
- New, small entrants
- Large players with new
tech/high entry barriers
- Major changes likely in
beginning
- Unique benefits
- equiv. benefit at
low price
- Less
Unsure of
competitor’s action
- First mover
advantage
- Not stable
- Not sure to
reach break-even
Fragmented - No key
influence
- Many small
players
- No concrete - Insignificant - Many but no one
strong
Moderate/ stable
Growth
(Online retail in
India)
- Clear needs,
use cases
- Segments
shaping up
- Buyer behavior,
preferences
identifiable
- Reduced uncertainty,
attractive
- Potential Market size
estimated
- Early entry better
- Large players likely to
move fast & capitalize
- Large aggressive
players leverage
on strength
- Others focus on
small specialized
mkt
- Growing
depending on entry
barrier
- Skimmed on high
demand
- High Growth
Transitional/
Matured
(Banking, Food,
Telecom)
- Clear needs - Segmentation
essential
- Trends,
experience on
buyer response
available
- Market unlikely to
expand or decline soon
- Threat due to
saturation reached
- Scan external
environment
- Explore new tech. or
new opportunities
- Cost reduction,
selective
targeting, product
differentiation
- Emphasis on
efficiency,
consistency, CSAT
-2/3 large players
with key mkt shares
- Others selective
- High entry barrier
since pressure on
sales
- Inorganic Growth
likely
- Aggressive for
mkt share
- Stable Growth
- Pressure on
sales/profits
Declining
(Photography
through Films,
Cassettes)
- No strong
need
- Segments not
required
- Low Price
- Declining
Global
(Watches, Food)
- Standardization,
Global reach
- Local influences
need local
- Restructuring,
Acquisitions, mergers,
alliances
- Global players
across nations
- Stable

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Targeting in Different Market
Emerging Market
Fragmented Market
Matured Market
Declining Market
Global Market
Growth Market

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Positioning Strategy
Positioning
Concept
Market Target
Desired Positioning of Product
by buyers in the market target
Combination of Marketing
actions to build positioning to
targeted buyers
The extent to which
Positioning objectives
achieved for the market target
General meaning perceived by customers
relevant to need & preferences
Functional/Symbolic/Experiential?
Select right concept
• Applies to a brand
• Consistency over life of brand
• Avoid multiple concepts
simultaneously
Study & compare competitive positioning
Customer & Competitor research
Use of MVT Methodology
Single Brand specific or Larger Scope?
Programmed & Strategic Decisions
• Product
• Value-Chain
• Price
• Promotional
• Competitive
Strategy/brand mgrs. delegating Cross
functional responsibilities to teams
Test Marketing
Analytical Positioning Models

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Amul Positioning

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Which are the products Amul has offered in the market? (Refer the pics)
What is the Positioning of brand Amul in this chart?
o National, source of nation’s energy, will power, determination
Is it experiential/Functional or Symbolic or both?
o Symbolic to National energy, Nation’s taste
o Functional to great taste and source of energy
What is the target market?
o Every age/sex/profile, people who has dreams, who wants to get energy from a trusted source, whoever loves
India

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Jaquar Positioning

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1. Which are the products Jaquar has offered in the market? (Refer the pics)
2. What is the Positioning of brand Jaquar in this chart?
o Bath as an experience, freshening up mind, relaxing mind with body, Take time to refresh yourself, A pleasing
experience and not just an activity
3. What is the target market?
o People who value experience, Rich who can spend for such an experience, having big apartments or houses,
people who have earned sufficient money in life and would love to utilize space & time to realize larger values of
life, people who enjoy ‘pleasure of self satisfaction’, ‘self nurturing’

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Louis Vuitton Positioning

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1. What is the Positioning of brand LV in this chart?
o Style statement, show off, personality statement,, trendy, latest in fashion, unique design
o Signature of rich, affluent
2. What is the target market?
o Rich people, primarily men and women post 30
o Achievers in life
o Everything we see around us, from floors/dishes to skin care or social responsibilities, Dettol brings cleanliness
3. What would be the perceptual map for LV and where will it fit?
o High in price vs. high in latest fashion/design & premium quality

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Dettol Positioning

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1. Which are the products Dettol has offered in the market?
2. Find different positioning statement of different products of Dettol?
o Aligned with nation’s agenda of ‘swachh (clean) India’
o A medical adviser of our lives
3. What is Brand Dettol’s overall positioning? Is it synergic with different products?
o Aligned with nation’s agenda of ‘swachh (clean) India’
o A trusted advocate of cleanliness
o ‘Health is wealth’ - A good health, clean mindset can lead to success/ peace of life

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Sprite Positioning

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1. What is the key positioning message Sprite?
o Simplicity
o An alternative to water
o When we are thirsty, we need a simple drink to quench it
2. What would be the perceptual map that Sprite would score more over Coke or Pepsi?
o Low on sweetness vs. low on price

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https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=
0CAcQjRxqFQoTCJH50_TQ2MgCFQxJjgodM_8BFw&url=http%3A%2F%2Fwww.perceptualmap
s.com%2Ffree-templates%2Fmultidimensional-perceptual-maps%2Fmulti-attribute-perceptual-
maps%2Finterpret-multi-attribute-perceptual-
map%2F&psig=AFQjCNExn6wLe6C0iijZu2ntGwYokKxwQQ&ust=1445690509874422

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Puma Positioning

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1. What is the key positioning message by Puma?
o Lightening speed (next to velocity of Light ‘c’) delivers the energy for sportsperson
o Leopard speed
2. What is the target market segment for Puma?
o All athletes, sportspersons with high aspiration for success

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FedEx Positioning

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1. What is the key positioning message by FedEx?
o Reachability at any geo location, fastest delivery irrespective of size of material
o Highly secured
o Presence across many countries/ continents
2. What is the target market segment for FedEx?
1. Business/ corporates
2. Important/ critical information/product delivery

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Hero Positioning

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1. What are the multi-segment positioning by HERO?
o A bike trusted by a leader, a hero, someone whom we look up to
o An ambitious & passionate youth (male)
2. How does it relate to overall brand positioning of HERO?
o Everyone wants to be a hero
o Everyone has a dream to meet a hero
o The bike is affordable for middle class and yet fulfils the dream of becoming a hero
o A hero within reach

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Maruti Positioning

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1. What is the key perception Maruti communicating to consumers?
o Affordable for middle class and fuel efficient
o Reliable performance, trustworthy like a life partner
2. What is the best positioning Maruti can have against foreign cars in India
o A companion for life (childhood/lover/youth age/aspiring professional/ family etc.)
o Fuel efficiency and best services at any remote location in India

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Airtel Positioning

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1. How has Airtel’s positioning changed over time since ‘90s?
o Connecting people to , expressing feelings, sharing talktime/ money, unlimited 4G
2. What is the common brand positioning they have held on to that led to success?
o A trusted communication medium that removes all constraints when it comes to sharing feelings, information
o The trusted medium continues to support even in remotest locations

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Dove Positioning

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1. What is Dove brand’s positioning?
o Nurture your personality, your inner beauty
o Makes everyone confident, explore beautiful self-image, self-esteem
2. How is it synergic with different products or actions as a brand?
o Refer pics and positioning statements

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Fly Emirates Positioning

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1. What is the essence of Emirates’ current positioning?
o The future world of connectivity is presented by Emirates (‘Hello Tomorrow’)
o Journey with Emirates makes the world our neighbors
o Emirates connects you to every location with fastest routes
2. How has it changed or transformed from old positioning of ‘Keep Discovering’? Has it really changed? Yes or No, justify
o The world was discovered with Emirates, now it has spread its reach and connectivity so well that people can
welcome the future world just like we do for neighbors.
o An improved, extended positioning with strengthened portfolio and excellent hospitality

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Acknowledgements:
• Strategic Marketing: Authors: David W. Cravens & Nigel F. Piercy