POSITIONING OF A BRAND By ASHISH GUPTA (IMBA/4553/11) ASHISH MALIK (IMBA/4600/11) PAAVAN SABHARWAL (IMBA/4602/11)
POSITIONING OF A BRAND
By ASHISH GUPTA (IMBA/4553/11)ASHISH MALIK (IMBA/4600/11)PAAVAN SABHARWAL (IMBA/4602/11)
BRANDING
The marketing practice of creating a name, symbol or
design that identifies and differentiates a product from
other products.
Your brand strategy is how, what, where, when and to
whom you plan on communicating and delivering on your
brand messages. Where you advertise is part of your
brand strategy.
POSITIONING
Positioning is a marketing strategy that aims to
make a brand occupy a distinct position relative to
competing brands in the minds of the customer.
Companies apply this strategy either by emphasizing
the distinguishing features of their brand or they try to
make a suitable image.
STEPS IN POSITIONING
IDENTIFYING THE COMPETITORS
DETERMINING HOW COMPETITORS ARE
PERCIEVED AND EVALUATED.
DETERMINING THE COMPETITORS POSITION.
ANALYSING THE CUSTOMER.
MAKING THE POSITION DESIGN.
MONITOR THE POSITION
IMPORTANCE OF POSITIONING
STANDING OUT FROM THE CROWD :Everybody knows that brand
positioning means standing out from the crowd, and differentiating
yourself from your competition. Effective brand positioning means you
should be asking yourself if your product can be used in ways that your
competitors products can’t.
STAYING RELEVANT = BRAND POSITIONING : It’s also vital to find
a way to make your brand relevant to your target market. Relevant, in
the context of brand positioning, means that you are serving a need or
want that your target market is aware of. If your product or service
serves a need, or solves a problem that your target market isn’t aware
they have, you may need to educate them — show them their problem
so you can fix it.
BRAND FIDELITY : When making brand positioning and marketing
decisions, it’s important to determine if your decision is in line with your
overall brand message. The strongest brand positioning efforts are the
ones with a single focused message, one that’s easily assimilated by the
market
The manHe is a little hedonistic, free, successful and he pays attentionto details.He lays down the rules imposing his personality
TARGET GROUP
Geographic- Metros and Key Urban metros
Demographics – Male (18-60)
Socio economic – Young professionals, open to
experimentation and ahead of the style curve.
Behaviour – Usage pattern- casual and formal wear.
Needs – Ideal for stand in and stand out.
Price point – RS 300 – RS 1299
Key attributes – Affordable pricing without
compromising on quality and style.
Brand positioning – appropriate for daily wear and
special wear.
BRAND EXPANSION
Earlier we just offer shirts, pants and trousers, but
now we are expanding it by introducing jackets in our
product.
We offer price range of price range of RS 699 - RS
2999.
WHAT HELPS BECOMING A BRAND
Customers won't return to you--or refer you to
someone else--if you don't deliver on your brand
promise.
Consistency involves all the factors of branding and
is the most important. If you can't do this, your
attempts at establishing a brand will fail.