airtel(chapter9)
DESCRIPTION
Airtel Case PPTTRANSCRIPT
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2
Marketing Strategy
T PSSegmentation Targeting Positioning
The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Positioning
Brand MantrasMaza – “bina guthliyon wala aam”
Disney – “fun family entertainment”
Brand Mantra Criteria:• Communicate• Simplify• Inspire
Establishing Brand Positioning
Internally
Points of difference
Communicate Category Membership• Category Benefits• Compare to exemplars• Product descriptor
Points of parity
Conveying Category Membership
• Announcing category benefits• Comparing to exemplars• Relying on the product descriptor
Examples of Negatively Correlated Attributes and Benefits
• Low-price vs. High quality
• Taste vs. Low calories
• Nutritious vs. Good tasting
• Efficacious vs. Mild
• Powerful vs. Safe• Strong vs. Refined• Ubiquitous vs.
Exclusive• Varied vs. Simple
Alternative Positioning Approaches
Brand Narratives / Storytelling
Brand Journalism
Cultural Branding