Three questions you need to ask about your brand
Post on 13-Apr-2017
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Three Questions You Need to Ask About Your Brand
Group 5Bakkuri Shashanth Kumar | Nuthalapati Vamsidhar | Khushboo Solanki | Ritusri Ray |
Most polluted river in India Goddess in Bathroom??!!
Price similar to entry level Sedan
The Err in Sierra - too ahead of time, looks and technology- steep price
POPFOR POD
Question 1
Have We Established a Frame???
Frooti
“Thirst-quenching drinks”
Knorr Soups
NotOnly
But also..
FoR - Product’s Stage in Life Cycle
FoR - Product’s Stage in Life Cycle
- Initial positioning successful
- Repositioning for adult segment failed
Brand itself as Frame of Reference
Question 2
Are We Leveraging Our Points of Parity???
Banks in India
Current & saving plans ATM services Debit & Credit cards
New Brands
Brand Extensions
Toothpaste??
Pond’s toothpaste
Brand extension failure
Established Brands
Question 3
Are The Points of Difference
Compelling???
Brand Differences
Desirability
Deliverability
Putting it all together
1. Sequencing: positioning the attributes in a sequence
Value for money
One stop destination
Initially
Gradually
2. Leveraging Unconnected Attributes:
Using Celebrities (with their credibility) make them positively correlated
Health vs Taste (negatively correlated)
Strong Brand Positioning: may not require any changes with time
Making It Last
Sustain over time
Laddering UpAdd more features
Establish Concrete Attributes
Slowly
Laddering UpAdd more features
Establish Concrete Attributes
Slowly
Pitfalls of Brand positioning
Brand failuresBrand
repositioning failure
Brand perception failure
Wrong positioning and product awareness
Brand POD failure
Conclusion
Keep in mind: These may not be static targets & may not last long
References
1. https://nicheiima.wordpress.com/2012/07/27/cadbury-a-perfect-example-of-the-brand-evolving-with-the-indian-society/
2. https://www.google.co.in/search?q=mountain+dew+brand+positioning+india
3. http://www.brainmaalish.com/chatbhandaar/ponds-toothpaste-a-failure-owning-to-brand-perception/
4. http://marketingpractice.blogspot.com/2006/02/iodex-ooh-aaah-ouch.html
Thank You!
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