This document discusses brand positioning and how to establish a competitive advantage in the market. It outlines the 5 stages of market positioning: 1) Identify key offer characteristics 2) Draw a perceptual map 3) Decide on a competitive strategy 4) Design offer attributes and imagery 5) Sustain a competitive advantage. It also discusses identifying target markets and differentiating a brand through unique selling propositions (USPs) that solve customer pain points. Creating an effective USP is key to successful brand positioning.
The marketing mix of Maruti suzuki discussion along with Suzuki journey in the market. How research team of the company makes an analysis of the current market.
A distribution channel creation assignment given to us during Distribution Management course. Under which we have to create hypothetical value added points. This gives brief of logistics involved, intermediaries, channel level & alternatives, ancillaries of lipstick as a product
HUL is one of the oldest and most prominent companies in India in the FMCG sector. HUL has always taken the people of India and the Indian economy into consideration before planning its business activities. HUL has a broad range of operations, and it has secured a
major share of the FMCG sector in India. There are multiple reasons behind HUL’s top position in the market, but its governance policies are the primary reason behind its success.
The marketing mix of Maruti suzuki discussion along with Suzuki journey in the market. How research team of the company makes an analysis of the current market.
A distribution channel creation assignment given to us during Distribution Management course. Under which we have to create hypothetical value added points. This gives brief of logistics involved, intermediaries, channel level & alternatives, ancillaries of lipstick as a product
HUL is one of the oldest and most prominent companies in India in the FMCG sector. HUL has always taken the people of India and the Indian economy into consideration before planning its business activities. HUL has a broad range of operations, and it has secured a
major share of the FMCG sector in India. There are multiple reasons behind HUL’s top position in the market, but its governance policies are the primary reason behind its success.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
2. Positioning – The Battle 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 of Market 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
4. Brand knowledge
Associative Network Memory Model
Fresh
Waterfall
Lime
Clean
Bathing
Green and
YellowLIRIL
Brand
Awareness
Brand
Image
5. Brand knowledge
Associative Network Memory Model
Real milk
Dairy
product
Gujarat /
Anand
Dr. Kurien
Indianness (co-operative)
Value for
Money
Amul
Brand
Awareness
Brand
ImageMoppet
7. 7
The Process of Market 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
Perception in 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 consumer perceptions – 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 of digestive brands
Medicinal
Natural
Low Efficacy
Hajmola
Pudin Hara
Eno
Digene
Gelusil
High Efficacy
12. Perceptual Mapping for hair oils
Pleasant
perfume
No perfume
Helps hair
groomingParachute
Keo Karpin
Mahabhringaraj
Arnica
Makes hair greasy
Dabur Amla
13. Perceptual Mapping for toothpaste
Fresh breath
Good for gums
Dabur lal
powder
Forhan’s
regular
Colgate
Pepsodent
Close-up
High
HighLow
Low
15. HighLow
High
Low
Cleans dirt
Makes extra
white
Robin Liquid
Detergent powders
Detergent bars
Perceptual map of washing products
Robin liquid is attempting to distinguish itself from
Detergent products on the dimension of
‘extra whiteness’
16. 16
The Process of Market 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
17. Create a Competitive frame 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)
18. Brand Positioning
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.
19. Brand Positioning
For Whom am I?
a) Demographic
b) Behavioural (usage pattern)
c) Psychographic segments
d) The Consumer as a whole person
20. Brand Positioning
For Whom am I?
Demographic
- Lilliput (for kids age 3-12yrs)
- Citibank ‘s Women Card
- MTV (Youth)
21. Brand Positioning
For Whom am I?
Behavioural (usage pattern)
- Lays (no one can eat just one) exploits the
behaviour of the heavy eaters of potato wafers.
- Gelusil too targets the compulsive eaters (who
are typically the largest sufferers from acidity)
- ‘’Thanda matlab Coca Cola’ (Target group tend
to ask for a chilled carbonated beverage)
phraseology ‘ek thanda dena’, now made
memorable by Coke and Aamir Khan
22. Brand Positioning
For Whom am I?
Psychographic segments (what am I seen as?)
- Pepsi (youthful)
- Van Huesen (Corporate……Power dressing)
- Thumps Up (macho…..have you grown up to
Thumps Up yet?)
- Bajaj Pulsar (masculine….Definitely Male)
- Raymond (complete man)
- Hitachi (perfectionists)
23. Brand Positioning
For Whom am I?
The Consumer as a Whole Person
- Whirlpool housemaker
- J&J Mom
- The Saffola wife
- Surf housewife (Surf Excel hai na)
24. Cadbury Perk
Cadbury Perk
Any time - any
where
To satisfy in
between meals /
hunger
Young, 20-30
years, M/F
Why
me?
For whom
What am I?
Who am I ?
25. Colgate
Colgate
When you wake-up
After meals
Before going to sleep
Oral hygiene &
Fresh breadth
Everyone above
the age of 3yrs
Why
me?
For whom
What am I? Who am I?
26. 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
27. Points of Parity Association
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.
28. Points of Parity Association
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
29. Points of Parity Association
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
30. Points of Parity Association
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)
31. Points of Parity Association
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)
32. Points of Parity Association
3) By Usage Occasion and Time of Use
Boroplus which showed occasions like
shaving, nick and cuts, chapped lips, winter
dryness, nappy rash to suggest expanded uses
for the antiseptic cream.
Cadbury Celebrations was launched to
leverage the adult gifting segment. Research
showed that two of the largest occasions for
gifting in India were Raksha Bandhan and
Diwali. Cadbury now has been special pack
and advertising that present
33. Points of Parity Association
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
34. Points of Parity Association
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.
35. Why me ?
Points of 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.
36. Brand
• Gillette Double Edged 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
37. POPs vs. PODs
The critical 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
40. 40
The Process of Market 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
41. USP - Definition
Having a 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.
42. Winning USP examples
The following are 6 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)
43. Winning USP examples
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)
Example #3 - Real Estate Industry
Pain - People want to sell their house fast without loosing
money on the deal.
USP - "Our 20 Step Marketing System Will Sell Your House In
Less Than 45 Days At Full Market Value"
44. Winning USP examples
Example #4 - Dental Industry
Pain - Many people don't like to go to the dentist because of the
pain and long wait.
USP - "We guarantee that you will have a comfortable experience
and never have to wait more than 15 minutes" or you will receive
a free exam.“
Example #5 - Cold Medicine Industry
Pain - You are sick, feel terrible, and can't sleep.
USP - "The nighttime, coughing, achy, sniffling, stuffy head, fever,
so you can rest medicine." (Nyquil)
45. Winning USP examples
Example #6 - Jewelry Industry
Pain - The market hates paying huge 300% mark-ups for
jewelry.
USP - "Don't pay 300% markups to a traditional jeweler for
inferior diamonds! We guarantee that your loose diamond
will appraise for at least 200% of the purchase price, or
we'll buy it back.“
46. How to create your “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
47. How to create your “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
48. 48
The Process of Market 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
49. Repositioning – Gaining competitive
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.