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    ASP Brand Positioning

    Uploaded by

    Madhushree Iyer
    The document discusses brand positioning strategies. It defines positioning as how organizations want consumers to perceive their product. Positioning involves finding a unique position for a product in the consumer's mind to differentiate it from competitors. Examples provided include positioning Colgate as protection, LUX as glamour, and AXE as sexual attraction. The document also discusses types of positioning like quality, value, and rivalry-based positioning. It provides examples of how brands like Complan and Bournvita are positioned. Key insights, points of parity, and points of difference are discussed as important aspects of developing an effective brand positioning strategy.

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    ASP Brand Positioning

    Uploaded by

    Madhushree Iyer
    167 views35 pages
    The document discusses brand positioning strategies. It defines positioning as how organizations want consumers to perceive their product. Positioning involves finding a unique position for a product in the consumer's mind to differentiate it from competitors. Examples provided include positioning Colgate as protection, LUX as glamour, and AXE as sexual attraction. The document also discusses types of positioning like quality, value, and rivalry-based positioning. It provides examples of how brands like Complan and Bournvita are positioned. Key insights, points of parity, and points of difference are discussed as important aspects of developing an effective brand positioning strategy.

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    The document discusses brand positioning strategies. It defines positioning as how organizations want consumers to perceive their product. Positioning involves finding a unique position for a product in the consumer's mind to differentiate it from competitors. Examples provided include positioning Colgate as protection, LUX as glamour, and AXE as sexual attraction. The document also discusses types of positioning like quality, value, and rivalry-based positioning. It provides examples of how brands like Complan and Bournvita are positioned. Key insights, points of parity, and points of difference are discussed as important aspects of developing an effective brand positioning strategy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    167 views35 pages

    ASP Brand Positioning

    Uploaded by

    Madhushree Iyer
    The document discusses brand positioning strategies. It defines positioning as how organizations want consumers to perceive their product. Positioning involves finding a unique position for a product in the consumer's mind to differentiate it from competitors. Examples provided include positioning Colgate as protection, LUX as glamour, and AXE as sexual attraction. The document also discusses types of positioning like quality, value, and rivalry-based positioning. It provides examples of how brands like Complan and Bournvita are positioned. Key insights, points of parity, and points of difference are discussed as important aspects of developing an effective brand positioning strategy.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    You are on page 1of 35

    Brand Positioning

    Team Devi kalyani Jeyalakshmi Madhushree Ramani

    In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

    Positioning
    Positioning refers to how organizations want their consumers to see their product Positioning = Segmentation + Differentiation Slotting your product in the consumers mind. Who am I? Why buy me? Positioning starts with the product.But Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect - Ries and Trout
    3

    Examples
    Colgate Is Protection LUX Is Glamour Pond s DFT Is Confidence AXE Is Sexual Attraction Gillette Is Quality

    Positioning

    The easy way to get into a person s mind is to be first


    Xerox, Kodak, Polaroid, Sun TV, The Hindu

    If you didn t get into the mind of your prospect first, then you have a positioning problem
    Better to be first than be best

    Even if you are not first, be the first to claim a unique position in the mind of the consumer
    Miller Lite first lite beer and Beck s Beer first beer popular in Germany

    In the positioning era, you must, however, be first to get into the prospect s mind
    5

    How it is done
    The basic approach is not to create something new or different, but manipulate what s already in the mind To find a unique position, you must ignore conventional logic Conventional logic says you find concept inside product
    Not true; look inside prospect s mind

    You won t find an uncola idea inside 7-up; you find it inside cola drinker s head
    6

    Re-positioning
    involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target marke

    De-positioning
    involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market

    TYPES of Positioning
    Quality Position Value positioning Feature-driven positioning Relational positioning Aspiration positioning Problem/solution positioning Rivalry-based positioning Warm and fuzzy positioning Benefit-driven positioning Competitive positioning

    Quality Positioning
    http://www.youtube.com/watch?v=_KwfPw49 jsk&feature=related http://www.youtube.com/watch?v=iOZopkS1Sg

    Value Positioning
    http://www.youtube.com/watch?v=rMvtLKJm CmM&NR=1 http://www.youtube.com/watch?v=I4kczB1Djj I http://www.youtube.com/watch?v=h8spBOu7 BWw

    Feature-driven Positioning
    http://www.youtube.com/watch?v=2BJoEzMh PVA

    Rivalry-based positioning
    http://www.youtube.com/watch?v=HAEb2Um A_w8&feature=related http://www.youtube.com/watch?v=LcbLBJSTt Qg http://www.youtube.com/watch?v=6QxcHsuf Fw4&feature=related

    VIDEOS
    http://www.youtube.com/watch?v=pOlnXSGb UD4 (olay brand repositioning) http://www.youtube.com/watch?v=Z6h685xa VFM (Maxi cements) http://www.youtube.com/watch?v=lIq_8MUP z5w&NR=1

    Brand Positioning : Complan


     Complan for what?
    Enriched with 23 vital nutrients in right quantity and proportion essential for healthy growth

     Complan for whom?


    A brand for growing children

     Complan for when?


    Higher nutrition needs

     Packaging
    Complan Boy/Complan Girl
    15

    Brand Positioning : Complan

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    Complete planned food

    Brand Positioning : Bournvita


     Bournvita for what?
    For nutrition and health

     Bournvita for whom?


    For a growing kid who is healthy, intelligent, energetic and glowing

     Bournvita for when?


    Everyday to ensure you are energetic throughout the day

     Packaging
    A tall cylindrical straight jar that reflect energy, enthusiasm and vigour
    17

    Brand Positioning : Bournvita

    18

    Poshan bhi swaad bhi

    Do not boast of being number 1, implies insecurity about leadership (Coke the real thing ) Single Position Strategy Each brand occupying a single unchanging position in the mind of the customer
    Cheaper to introduce new brands Introduce new brands instead of changing existing Safari and Sumo

    Change is inevitable and leader must be willing to embrace change.


    19

    It is always better to be first and establish leadership If the product is not first, then it must find an unoccupied position
    Munch ka crunch Mahaan Chocolate with a crunch Avis is only No. 2 in rent-a-car, so why go with us? We try harder.

    A product that seeks to be everything to everyone will end being nothing to everyone
    20

    Start by looking not at the product but at the position in the market that you wish to occupy, in relation to competition Think about how the brand will answer the main consumer questions
    What will it do for me that others will not? Why should I believe you?

    Try to keep it short and make every word count and be as specific as possible
    Vagueness opens the way to confused executions
    21

    Key Insight I wish to get married to a handsome prince

    22

    Key Insight
    Fragrance of my current talc does not last long and I miss opportunities to enjoy life
    23

    Key Insight
    Soap leaves my skin feeling dry and tight

    24

    It will require two separate thoughts to be related to each other in a new and fresh way Insight will generally be enduring Often the process will lead to several insights The one to use is the one that offers to be the source of greatest competitive advantage
    25

    No need for insight to change if you have identified the higher-order needs of consumers Keep asking why to find the real need behind the obvious insight Remember, the insight is always the basis for a brand s positioning
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    Positioning - The Process .


    Points of Parity? The frame in which we are competing! E.g. Subways Dove

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    POP and POD


    Points-of-difference unique brand values Desirable Deliverable Points-of-parity shared brand values Necessary Competitive
    28

    Nuts and Bolts


    How do I decide on my PODs and POPs? POPs Analysis of category What attributes do all of my competitors have? I probably need to have those, or my competitors automatically have a POD POPs get you included in category PODs are more difficult Don t use PODs that are product centric (dominate competition) but customer centric (uniquely address need of customer)

    29

    POP and POD


    POD (Point of Difference) Strong, favorable, unique brand associations May be any kind of attribute or benefit Two types of PODs Attribute Based Functional, performance related differences Image Based Affective, experiential, brand image related differences
    30

    POP (Point of Parity) Associations that are shared with other brands Two types Category: attributes that are required to include your product as a member of that category Competitive: POP that negate your competitors PODs POPs can be good enough , but PODs should be superior
    31

    POP AND POD: BMW over the years


    1991 1985 1975 1971
    Affluence, exclusivity Fun to drive Affluence, exclusivity Fun to drive Fun to drive Economical

    International 32 Desirability

    Brand Positioning Statement

    For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin.

    NO REASON WHY!
    33

    Positioning Strategies
    USER APPROACH Loreal with Aishwarya Rai, Revlon with Cindy Crawford etc. The Marlboro Man, Thums up is also trying to reinforce its for grown ups image by using a macho celebrity route (Akshay Kumar).
    34

    PRICE_QUALITY APROACH Baja Auto: Value-for-money, for years. Zenith Computers: MNC quality, Indian price.

    Positioning Strategies
    PRODUCT CATEGORY APPROACH Diet beers (from kingfisher) and ice beers (from United Breweries) as against the regular beer. COMPETITOR APPROACH Captain Cook (free flow vs. Tata Salt) Savlon (does not sting vs. Dettol)

    35

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