ways to position brand
TRANSCRIPT
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Ways to position the Brand
Sub- Management Studies
Aakash D. Bhongade
Roll No. 132130015
M. Tech 1st Year (Textile Tech.)
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Why to position the Brand● As looking towards the market and the Compitators
in the Market.● To sell any brand or product, the buyer should know
about the brand.● To explore about the Brand and for making the
compitator in the market.● Looking towards the Indian market its price
sensetive, emotionally attached, etc.
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By Which
● The media explosion● The product explosion● The advertising explosion
When it comes to brand, consumers make a choice, but with products, they make a comparision.
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The ways to position the brand:
• Use Situation• Emphasizing Tangible benefits
• Linking to uses• Head on competitive positioning
• Life syle positioning• Benifits offered
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Use situations● The market can identify use situation for his brand
or product ● Also analyse customer perception of existing
compitator brands.● Based on this analysis the firm can position its brand ● eg. Rasna, the soft drink concentrate.
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Emphasizing Tangible benefits● The brand may even be positioned on basis of
tangible benefits i.e. It gives offers to the customer.● In the form of specific features or somtimes through
its price and distribution.● eg. Ariel benefit of cleaning dirtis cloth bcz of micro
cleaning system.● Nirma offered low price of HU.● Several automobile industires● It helped to capture 60% of indian automobile sector
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Linking to uses● A third party approach to position a brand.● Here they are talking about aal the possible uses of a
product or brand.● eg. VCR used for playing, recording, and regulating
scences can be (play, pause, forward).
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Head on competitive positioning● Strategy is to placing a brand next to the leader in
the market.● Trying to uproot it on a specific tangible benefits.● Eg. Wheel, Wheel took their Head on Compitation
with Nirma and claimed it was better to wash white.● Onida colour TV● Kinetic Honda
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Life syle positioning● Brand on lifestyle Concept, Contemporary or
futuristic.● Today's new kitchen appliances( like the microwave
oven), Ready made garments.● It takes upward mobility of the indian market.● Various Ranges of Nakshtra Watches and diamond
jewellery is endorsed by beauty icons.● Luxury Homes , Luxuries
automobiles.
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Benifits offered● Here, the firm highlight the benefits offered that
customer get by using that product.● Emotional relationship is the strong reason to buy
that brand.● Eg. Chevrolet Optra as Love and Care.
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tHAnk YoU !!!