Br 4

BRAND POSITIONINGBRAND POSITIONING

Creating a unique slot in the consumer’s mind.Creating a unique slot in the consumer’s mind.

Ideally brand positioning is considered Ideally brand positioning is considered before the brand name, before the before the brand name, before the advertisements. Campaign is conceived, the advertisements. Campaign is conceived, the positioning thought can be carried right positioning thought can be carried right through.through.

In a strict sense, positioning is an In a strict sense, positioning is an encapsulation of the reasons behind the brand.encapsulation of the reasons behind the brand.

HOW TO IDENTIFY A BRAND HOW TO IDENTIFY A BRAND POSITION?POSITION?

Gap analysis is a very useful tool.Gap analysis is a very useful tool.

WHAT ARE THE GAPS THAT EXIST IN WHAT ARE THE GAPS THAT EXIST IN THE MARKET?THE MARKET?

Plot brands on dimensions (Benefits / reasons)Plot brands on dimensions (Benefits / reasons)Figure out unmet needs. Figure out unmet needs.

Cosmetics

Poor Taste Good Taste

Medicinal

Anchor

Colgate Gel

Colgate

Close up

ViccoPepsodent

Colgate Total

POSITIONING TYPOLOGIESPOSITIONING TYPOLOGIES

Various methods are available to Various methods are available to arrive at a brand positioning optionarrive at a brand positioning option

But the position chosen should be But the position chosen should be “Relevant – Unique – Believable.”“Relevant – Unique – Believable.”

OPTION OF OPTION OF POSITIONINGPOSITIONING

INGREDIENT BASEDINGREDIENT BASED(EG) Dabar amla hair oil, Colgate Total – Tricloson.(EG) Dabar amla hair oil, Colgate Total – Tricloson.

BENEFIT BASEDBENEFIT BASEDWhat is the end benefit the brand is serving?What is the end benefit the brand is serving?(EG) Moov is for back pain relief krack – for healing (EG) Moov is for back pain relief krack – for healing cracked feetcracked feet

USAGE BASEDUSAGE BASEDWhat are the usage methods/occasions the brand is What are the usage methods/occasions the brand is propagating?propagating?(EG) Vicks Vapo Rub – relief from cold by rubbing (EG) Vicks Vapo Rub – relief from cold by rubbing action.action.Nycil Talcum Powder – Prickly heat powder for summer Nycil Talcum Powder – Prickly heat powder for summer use.use.

FEATURE BASEDFEATURE BASEDIs there that the brand can stand apart from the Is there that the brand can stand apart from the competition!competition!(EG) Hero Honda – 4S: Engine(EG) Hero Honda – 4S: EngineCaption Salt – Free FlowCaption Salt – Free Flow

USER BASEDUSER BASEDCan the brand stand for a particular type of user?Can the brand stand for a particular type of user?(EG) Thumps Up – “Taste the thunder “-Adventurous.(EG) Thumps Up – “Taste the thunder “-Adventurous.Four Square – “living Life King Size“- Adventurous.Four Square – “living Life King Size“- Adventurous.

PRICE BASEDPRICE BASEDA Brand can take on a price warrior position to stand A Brand can take on a price warrior position to stand apart.apart.(EG) Nirma – Being seen as a low priced, discount Brand(EG) Nirma – Being seen as a low priced, discount Brand

VALUE BASEDVALUE BASEDA Brand can add value to a great offering to apart.A Brand can add value to a great offering to apart.(EG) Indica – stands for great value “More car per car”.(EG) Indica – stands for great value “More car per car”.

TRADITIONTRADITION

Several Indian Brands have used tradition to stay in the consumer Several Indian Brands have used tradition to stay in the consumer minds.minds.(EG) Dabur Chavanprash – Used grandfather to grandson imagery (EG) Dabur Chavanprash – Used grandfather to grandson imagery for yearsfor years..

COMPETITIVECOMPETITIVEA Brand can position itself vis -a -vis the leading brand (Ex) I am A Brand can position itself vis -a -vis the leading brand (Ex) I am the no. 1 not the other brand. the no. 1 not the other brand.

TECHNOLOGYTECHNOLOGY

Today technology has become ubiquitous Brands in all kinds of Today technology has become ubiquitous Brands in all kinds of product categories, from computers to cosmetics, claim product categories, from computers to cosmetics, claim technology.technology.(EG) Intel – Technology driven “Intel Inside”(EG) Intel – Technology driven “Intel Inside” then to “Pentium “Brandingthen to “Pentium “Branding..

DESIGNDESIGNBrands can stand apart purely on designBrands can stand apart purely on designAesthetic is the next new trends.Aesthetic is the next new trends.(EG) Frooti – Tetra pack design.(EG) Frooti – Tetra pack design.Smirn off – Unique Shape of Bottle. Smirn off – Unique Shape of Bottle.

COUNTRY

A Brand can use its country of origin to come a unique position in consumer’s mind.

(EG) Bacardi - a Carribean white Rum, the Carribean free Sprit.

Hamam – South Indian Feel.Dabur – North Indian Feel

CORPORATE POSITIONING CORPORATE POSITIONING TYPOLOGYTYPOLOGY

Corporate Brands are by and large falling Corporate Brands are by and large falling in to three broad positioning options.in to three broad positioning options.

Innovation Driven – SonyInnovation Driven – Sony

Value Driven – RelianceValue Driven – Reliance

Consumer Driven – Jet Airways.Consumer Driven – Jet Airways.

COMPONENTS OF WELL CONSTRUCTED POSITIONING

A. Definition of the Target market you wish to

pursue.

B. A Definition of the Business your company

is in or the industry or category it competes.

C. A statement of your point of Difference.

MASTER BRAND POSITIONING CRITERIA

MotivationRelevant to the tgt. Consumer.

Meets at both fn.& emotional level.Inspires & guides the brand stretch.

Different True

Master Brand Positioning

TESTING AND VALIDITING TESTING AND VALIDITING OF POSITIONINGOF POSITIONING

Testing and Validation has to answer these Testing and Validation has to answer these questions:questions:

A)A) DESIRABILITYDESIRABILITY Is the positioning offer desired by consumers?Is the positioning offer desired by consumers? Does it answer an unmet needs?Does it answer an unmet needs? Does it create a need?Does it create a need?

B)B) DELIVERABILITYDELIVERABILITY Is the product offer capable of delivering the positioning?Is the product offer capable of delivering the positioning? Is it significant delivery, from consumer’Is it significant delivery, from consumer’

THE GUIDING THE GUIDING PRINCIPLES OF BRAND PRINCIPLES OF BRAND

POSITIONINGPOSITIONING

FIT

Seek to leverage

strengths of

existing

brand picture

FIT

Seek to leverage

strengths of

existing

brand picture

SUSTAINABILITY

Maximise the length

Of time this

positioning can be

owned within the

competitive set

SUSTAINABILITY

Maximise the length

Of time this

positioning can be

owned within the

competitive set

CREDIBILITYGet a credible fit

between who you

are and the supplier

predicted by the

customer

model.

CREDIBILITYGet a credible fit

between who you

are and the supplier

predicted by the

customer

model.

UNIQUENESS

Go where the

competitors are

not

UNIQUENESS

Go where the

competitors are

not

VALUEFocus on the

perceived benefits

that customer’s

value, as determined

by the customer model

VALUEFocus on the

perceived benefits

that customer’s

value, as determined

by the customer model

5 PRINCIPLES

OF EFFECTIVE

POSITIONING

5 PRINCIPLES

OF EFFECTIVE

POSITIONING

REPOSITIONING

Repositioning deals essentially with changing already existing perceptions to more favorable ones. The key word here is “ Change”.

REASONS OF REPOSTIONING

Increasing competition (domestic & global companies)

The dynamic consumer (a changing mind set)

Advent of technology.

Diffused positioning (too general a position)

Incorrect positioning.

Outdated positioning (stodgy & outdated stances)

The 5 PS OF REPOSITINING. REPOSITIONING MODEL

PASSAGE

PERCEPTION

PRODUCT PEPOLE

PRO - ACTIVE

PRO – ACTIVENESS

PRODUCT

PEOPLE

PERCEPTION

PASSAGE

PRECAUTIONS

Can this new positioning be sustained?

Is this new position radically different?

Are changes required in the other elements of the marketing mix?

Are internal/organizational changes required ?

Hence, 6th p – PERCAUTION.

OPTIONS FOR REPOSTIONING

REDFINE THE PRODUCT CATEGORY IN WHICH THE BRAND IS PLACED

CHANGE THE BENEFIT OR BENEFIT COMBINANTION THAT THE BRAND OFFERS TO THE CONSUMER.

MODIFY THE BASIC PRODUCT ITSELF TO PROVIDE THE CUSTOMER WITH NEW BENEFITS.

TAKE A NEW LOOK AT THE BRAND’S USE/APPLICATION OCCATION

LOOK AT A NEW PRODUCT USER [ (I.e..) NEW TARGET SEGMENT]

CHANGE THE BRAND’S PERSONALITY/IMAGE

TRY TO CHANGE THE CONSUMER’S IDEAL POSITION.

REPOSITION THE COMPETITION.