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Brand Positioning Strategy


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A step-by-step guide for start-ups and micro enterprises to identify their core competency, conduct a competitor analysis and create a well knit activity map

Published in: Business
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Brand Positioning Strategy

  1. 1. What is your brand’s POSITION ING market positioning strategy? Have you thought about it?
  2. 2. But why do we need a positioning strategy? Our business environment is ever-changing …and who cares?
  3. 3. Mistake that most start-ups make • Fail to recognize their position within a market • Fail to align with their core competences • The most important distinguishing benefit(s) of their offer is/are inadequately communicated • Forced to compete mainly on price • An inevitable drift towards selling products/services with little or no margins
  4. 4. Says who? Michael Porter argues that there are distinct competences that are crucial to a business’ success. He suggests that companies can use these core competences to position themselves as differentiated, low-cost or playing within a niche. Determining where a company stands in terms of these competences is critical as the worst position is in the middle where you do not have a distinct identity.
  5. 5. Check whether your Brainstorm & identify competencies are core competencies competitive enough Map your activities Identify measures to with your core achieve them competencies
  6. 6. STEP 1 Identify core competency Identify what your clients would consider the key reasons of your success (perceived value of your company offerings) Keeping in mind • How necessary the competence is to clients • How difficult is the competence for your competitors to imitate {brainstorming session}
  7. 7. STEP 2 Check whether your competencies are competent enough 1. Competitive Advantage Matrix (based on the ‘5 Forces’ model) 2. Competitor Analysis
  8. 8. STEP 2.1 Competitive Advantage Matrix Cost Leadership Differentiation Focus Threat of new entrants Threat of substitute products Client bargaining power Vendor bargaining power Rivalry within the industry
  9. 9. STEP 2.2 Competitor Analysis Strengths Weaknesses Your take Competitor 1 Competitor 2 Competitor 3
  10. 10. STEP 3 Measures to achieve these competencies Identify measures to be taken to achieve these core competencies Example Efficient Client Service – On time delivery, quick response & quick problem solving Affordable pricing – Right cost & right price High quality – Low quality defects, no client complaints & strict quality standard
  11. 11. STEP 4 Map your activities with your core competencies Source: IKEA Now that you have identified your core competencies map all your activities to these to create well-knit Activity Map
  12. 12. DONE Now you are positioned well and know that your competencies are …actually your own @namit_agarwal