uw -session_xi,_xii_-_tb
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Identifying & Establishing
Brand Positioning
Positioning – The Battle of Your Mind
To succeed, the first step is to position or ‘situate’ the brand in the target consumer’s mind in such a way,
That in his or her perception of the brand,
It is distinctive and offers a persuasive customer value better than
its competitors.
This is called competitive advantage
3
The Process of Market Positioning
STAGE 1Identify key offer characteristics
STAGE 2Draw a perceptual map
STAGE 3Decide on a competitive strategy
STAGE 4Design offer attributes, associated Imageries
STAGE 5Sustain a competitive advantage
Identify Target MarketsTangible (colour, size, design)
Intangible reputation, guaranteesService features identificationAnd weightage to each of them
Head-On “me too”’
Position away / avoid competitionLess profitable; on growth
USP
Brand knowledge
Associative Network Memory Model
Fresh
Waterfall
Lime
Clean
Bathing
Green and
YellowLIRIL
Brand Awareness
Brand Image
Brand knowledge
Associative Network Memory Model
Real milk Dairy
product
Gujarat / Anand
Dr. Kurien
Indianness (co-operative)
Value for Money
Amul
Brand Awareness
Brand ImageMoppet
Competitive Positioning
7
The Process of Market Positioning
STAGE 1Identify key offer characteristics
STAGE 2Draw a perceptual map
STAGE 3Decide on a competitive strategy
STAGE 4Design offer attributes, associated Imageries
STAGE 5Sustain a competitive advantage
Identify Target MarketsTangible (colour, size, design)
Intangible reputation, guaranteesService features identificationAnd weightage to each of them
Head-On “me too”’
Position away / avoid competitionLess profitable; on growth
USP
STAGE 3Decide on a competitive strategy
STAGE 4Design offer attributes, associated Imageries
Occupy a ‘slot’ in consumer’s mind
Positioning, therefore starts with our understanding or ‘mapping’ of a prospect
consumer’s mental perceptions in such a way that it occupies a ‘slot’ in the mind with
reference to other brands
Lifebuoy occupies the hygiene slotMysore Sandal the pure and natural
fragrance ‘slot’, Margo occupies the herbal ‘slot’.
Perception and Positioning
Perception in simple terms is the meaning added by an individual (in this context consumer) to the information that has been sensed from the environment.
For instance, a consumer may feel that all products of Sony are high quality technology products without having any experience with brand.
Perceptual Mapping
Represent consumer perceptions – in (usually) two dimensional space so that the manager can readily see where his own brand is positioned in the mind of his prospect and in relation to other brands
Perceptual Mapping of digestive brands
Medicinal
Natural
Low Efficacy
Hajmola
Pudin Hara
EnoDigene
Gelusil
High Efficacy
Perceptual Mapping for hair oils
Pleasant perfume
No perfume
Helps hair groomingParachute
Keo Karpin
Mahabhringaraj
Arnica
Makes hair greasy
Dabur Amla
Perceptual Mapping for toothpaste
Fresh breath
Good for gums
Dabur lal powder
Forhan’s regular
Colgate
Pepsodent
Close-up
High
HighLow
Low
HighLow
High
Low
Health
Taste
Postman
Saffola
Sundrop
Dhara Groundnut
Perceptual Mapping of Oil brands
HighLow
High
Low
Cleans dirt
Makes extra whiteRobin Liquid
Detergent powders
Detergent bars
Perceptual map of washing products
Robin liquid is attempting to distinguish itself from Detergent products on the dimension of ‘extra whiteness’
16
The Process of Market Positioning
STAGE 1Identify key offer characteristics
STAGE 2Draw a perceptual map
STAGE 3Decide on a competitive strategy
STAGE 4Design offer attributes, associated Imageries
STAGE 5Sustain a competitive advantage
Identify Target Markets
Tangible (colour, size, design)
Intangible reputation, guaranteesService features identificationAnd weightage to each of them
Head-On “me too”’
Position away / avoid competitionLess profitable; on growth
USP
Create a Competitive frame of Reference
Frame of reference is the starting point for competitive positioning.
Corporate Identity/ Associative Network Memory model
Target Consumer How the brand is similar to competitor’s How the brand is different from competitor’s.
For whom am I?
What Am I? (POP)
Who am I?
Why me? (POD)
Brand Positioning
Who am I?a) This question deals with the origins of
the brand , its parentage. We can position the brand with reference to its corporate identity or as an extension of a well established brand.
Brand Positioning
For Whom am I?
a) Demographicb) Behavioural (usage pattern)c) Psychographic segmentsd) The Consumer as a whole person
Brand Positioning
For Whom am I?
Demographic- Lilliput (for kids age 3-12yrs)- Citibank ‘s Women Card- MTV (Youth)
Brand Positioning
For Whom am I?
Behavioural (usage pattern)- Lays (no one can eat just one) exploits the behaviour of the heavy eaters of potato wafers.
- Gelusil too targets the compulsive eaters (who are typically the largest sufferers from acidity)
- ‘’Thanda matlab Coca Cola’ (Target group tend to ask for a chilled carbonated beverage) phraseology ‘ek thanda dena’, now made memorable by Coke and Aamir Khan
Brand Positioning
For Whom am I?
Psychographic segments (what am I seen as?)- Pepsi (youthful)- Van Huesen (Corporate……Power dressing)- Thumps Up (macho…..have you grown up to Thumps Up yet?)- Bajaj Pulsar (masculine….Definitely Male)- Raymond (complete man)- Hitachi (perfectionists)
Brand Positioning
For Whom am I?
The Consumer as a Whole Person- Whirlpool housemaker- J&J Mom- The Saffola wife- Surf housewife (Surf Excel hai na)
Cadbury Perk
Cadbury PerkAny time - any where
To satisfy in between meals / hunger
Young, 20-30 years, M/F
Why me?
For whom
What am I?
Who am I ?
Colgate
ColgateWhen you wake-up
After meals
Before going to sleep
Oral hygiene &
Fresh breadth
Everyone above the age of 3yrs
Why me?
For whom
What am I?
Who am I?
What am I – Points of Parity Association
POPs, are those associations that aren’t
necessarily unique to the brand but may in fact
be shared with other brands
Points of Parity Association
The brand has to have certain points of parity (POPs)
In reference to the product group it is in.e.g.
Toothpaste , the brand has to foam, clean, taste reasonably well, etc.
Points of Parity Association
POPs come in four basic forms Category related Benefit related Usage Occasion and Time of Use Price / Quality by Usage Occasion and
Time of Use
Points of Parity Association
1) Category Related Tanishq……watches sold as jewellery
Vaseline……petroleum jelly sold as lip salve and moisturizer
Sugar free….historically sold to diabetics through chemist outlets, now being sold as weight control device, targeted at the figure conscious being sold through supermarkets
Points of Parity Association
2) Benefit related
a) Functional – Lifebuoy (kills the germs you cannot see)Pepsodent (12 hr protection against germs)Fevicol (jod jo tootega nahin)M-Seal (seals all leaks)
a) Emotional – Close-Up (confident)Franklin Templeton Blue Chip (secure)Liril (fresh)J&J (caring)Axe (irresistible)
Points of Parity Association
3) By Usage Occasion and Time of UseKwality Walls….(post dinner treat….10 o’clock)Listerine (Night time rinse….Get fresh tonight)Clorets (after drinking, smoking, eating….after anything)Nescafe (great start to the morning)Britania’s Chai Biscoot (for tea times)Domino’s (when families are having fun, e.g. watching TV or playing scrabble)
Points of Parity Association
3) By Usage Occasion and Time of UseBoroplus which showed occasions like shaving, nick and cuts, chapped lips, winter dryness, nappy rash to suggest expanded uses for the antiseptic cream.
Cadbury Celebrations was launched to leverage the adult gifting segment. Research showed that two of the largest occasions for gifting in India were Raksha Bandhan and Diwali. Cadbury now has been special pack and advertising that present
Points of Parity Association
4) Price-Quality by Usage Occasion and Time of Use
Peter England (the honest shirt)Big Bazaar Westside (surprisingly affordable)Indian Airlines (Apex fares)Nirma
Points of Parity Association
Hence a brand can “break-even” in those areas where
their competitors are trying to find an advantage and
can achieve advantages in some other areas, the brand
should be in a strong – and perhaps unbeatable –
competitive position.
Why me ?Points of Difference Associations
PODs are Strong, Favourable, Unique
brand associations for a brand. They may
be based on virtually any type of attribute
or benefit association.
Brand
• Gillette Double Edged Blade
• Dove Soap One Fourth Moisturiser
• Orchid Hotels Eco – Friendly Hotel
• Ariel Detergent Performance
• Ceat Tyres Tough
• Maruti Service After Sales Service
• Maggi Food in two minutes
• McDonalds Burgers that taste the same
• Saffola 98% Fat free
• Asian Paints Computerized Shade Cards
• ICICI Bank First Internet Banking Service
• Scotch Brite Scrub with Sponge & Coir
Differentiating Parameter
Point of Difference Associations
POPs vs. PODs
The critical task is to identify a POD. How is the brand going to be different from other brands in the category
Category Brand POP PODToothpaste Anchor White Vegetarian
Taste PriceFoam
Cars Tata Indigo LooksInterior space
Power Ride comfortably
Scooters Honda Activa Power StylePrice
KwalityWalls
AmulIce-cream
Indianness
Moppet
Gujarat / Anand
Value for Money
Real Milk Ice-cream
Dr. Kurien
Youth
Enthusiasm
Fun
Colourful
Attitude
Premium
POPs vs. PODs
Healthy
Refined Oil
Little Kid
YellowFood
Sundrop
Saffola
Heart Attack
Fitness
POPs vs. PODs
40
The Process of Market Positioning
STAGE 1Identify key offer characteristics
STAGE 2Draw a perceptual map
STAGE 3Decide on a competitive strategy
STAGE 4Design offer attributes, associated Imageries
STAGE 5Sustain a competitive advantage
Identify Target MarketsTangible (colour, size, design)
Intangible reputation, guaranteesService features identificationAnd weightage to each of them
Head-On “me too”’
Position away / avoid competitionLess profitable; on growth
USP
USP - Definition
Having a USP will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you:
Unique - It clearly sets you apart from your competition, positioning you in more logical choice.
Selling - It persuades customer to exchange money for a product or service.
Proposition - It is a proposal or offer suggested for acceptance.
Winning USP examples
The following are 6 powerful USPs that alleviate the "pain" experienced by the consumers in their industries..
Example #1 - Package Shipping Industry
Pain - I have to get this package delivered quickly
USP - "When it absolutely, positively has to be there overnight." (Federal Express)
Winning USP examples
Example #2 - Food Industry Pain - The kids are starving, but Mom and Dad are too tired to cook!
USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)(This USP is worth $1 BILLION to Dominos Pizza)
Example #3 - Real Estate Industry Pain - People want to sell their house fast without loosing money on the deal.
USP - "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value"
Winning USP examples
Example #4 - Dental Industry Pain - Many people don't like to go to the dentist because of the pain and
long wait.
USP - "We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes" or you will receive a free exam.“
Example #5 - Cold Medicine Industry Pain - You are sick, feel terrible, and can't sleep.
USP - "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine." (Nyquil)
Winning USP examples
Example #6 - Jewelry Industry Pain - The market hates paying huge 300% mark-ups for
jewelry.
USP - "Don't pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we'll buy it back.“
How to create your “USP”
How To Develop Your Unique Selling Proposition (USP)
Your USP is the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service.
Step 1: Use Your Biggest BenefitsStep 2: Be UniqueStep 3: Solve An Industry "Pain Point" Or "Performance Gap“Step 4: Be Specific And Offer ProofStep 5: Condense Into One Clear And Concise SentenceStep 6: Integrate Your USP into ALL Marketing MaterialsStep 7: Deliver On Your USP's Promise
How to create your “USP”
Proposition Examples:
Hallmark: When you care enough to send the very best. Subway: Subs with under 6 grams of fat. "You get fresh, hot pizza delivered to your door in 30
minutes or less -- or it's free." Domino's Pizza "When your package absolutely, positively has to get
there overnight" Fedex “Little drops of joy" Coca-Cola "Diamonds are forever ..." DeBeers "The ultimate driving machine" BMW "The best a man can get" Gillette
48
The Process of Market Positioning
STAGE 1Identify key offer characteristics
STAGE 2Draw a perceptual map
STAGE 3Decide on a competitive strategy
STAGE 4Design offer attributes, associated Imageries
STAGE 5Sustain a competitive advantage
Identify Target MarketsTangible (colour, size, design)
Intangible reputation, guaranteesService features identificationAnd weightage to each of them
Head-On “me too”’
Position away / avoid competitionLess profitable; on growth
USP
Repositioning – Gaining competitive advantage
Over time a great brand idea doesn’t change, only its expression does.
Renewing and refreshing the expression to ensure continuing relevance is a challenging journey.
So if Surf is about Champion Mother and yesterday’s dirty kids, modern parenting is all about good mothers who allow
their kids to get dirty.