8. brand positioning

THARAKA DIASDirector – My Media Network

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

Identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).

Positioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind.

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Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions)

Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)

Documenting the provider's own positioning as it exists today (may not exist if startup business)

Comparing the company's positioning to its competitors' to identify viable areas for differentiation

Developing a distinctive, differentiating and value-based positioning concept

Creating a positioning statement with key messages and customer value propositions to be used for communications development across the organization 5

Brand category focusCentral Position - market leader, me-

too

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Differentiated position - new feature, combo

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Advertising focusUser as hero - social attributes; special

TM

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Product as hero - brand benefit, brand character

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Brand awarenessProminent visuals

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Brand attitudePolitical focus

Brand attitudePolitical focus

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Negative - informationalDental floss

Positive - transformationalHair color

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ATTRIBUTES BENEFITS VALUES

Fluoride No cavities Health

Generic Low cost Economics

Backing Soda Whitening Beauty

Mint Nice breath Social

No additives Natural

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Built upon core brand valuesMakes a core brand promiseHeart and soul of brand3-5 word phrasesGenerates spirit of the brandHelps position the brand

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Brand function - nature of product or service; performance, entertainment

Descriptive modifier - specific functions; athletic performance, family entertainment

Emotional modifier - how brand delivers benefits; authentic, fun

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The brand positioning statement is the single most important item in all of marketing.

It defines EVERYTHING about what your brand is to the consumer.

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Target Audience

Compelling benefit

Reason Why (Kitchen Logic)

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For those suffering from a cold, Comtrex offers four different relief formulas that treat and work against your specific cold ailments.

Brand Positionin

g Statement

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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!21

Brand value chainBrand value chain

• Brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.

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The Brand Value ChainThe Brand Value Chain

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Segmentation•Consumer based

•Buying situation basedTargeting

•Evaluate market segments

•Select market segments

Identification of brand benefits

Situational analysis•Internal

•Current positioning•external

Changing consumer trends

Competitor analysis

Analysis for differentiation

possibilities of the brand image

•Point of differentiation•Point of paritySelect the

strategy

ProductDifferentiation on the Tangible attributesProduct formProduct ingredientsProduct attributes –Dove moistureProduct functional featuresProduct characteristics and customer benefitsProduct useProduct class

Differentiation on the intangible basisPrice qualitySymbolsCompetitionpersonal

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Employees Product user Demographics (gender/age/family/life cycle etc) Image Customer care and service Corporate identity Positioning by brand endorsement Positioning related to specific category of customers Usage occasion and time CSR

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Lacking in achieving the desired position

To penetrate the marketTo match consumer preferenceCrafting the brand as currentChange in market or market

conditions To overcome competition

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Image repositioning – Dettol – from antiseptic liquid for cuts and bruises to multiple use

Product repositioning – Toyota Prado Intangible repositioning - when same

product is launched for a different target markets . Cadbury Dairy milk

Tangible repositioning – when a new product launched for different target market. Lifebuoy – Lifebuoy plus with different perfumes, liquid soap and etc.

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