Positioning

A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Also called product positioning.

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for itsproduct, brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. The original work on Positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as much as it was focused on cutting through the ambient "noise" and establishing a moment of real contact with the intended recipient. In the classic example of Avisclaiming "No.2, We Try Harder", the point was to say something so shocking (it was by the standards of the day) that it cleared space in your brain and made you forget all about who was #1, and not to make some philosophical point about being "hungry" for business.

Dove : The Mildest One

Brand : Dove Company: HLL Agency: O&M Brand Count: 102 Dove is a $2 bn brand waiting to spread its wings in the Indian Prem

ium soap market. Dove was globally launched in 1957. This brand came to India in 1995. Internationally this brand has a cult status and is a major player in the global premium soap market. The brand is positioned as the Mildest Soap. Dove is PH neutral and this makes the soap soft on all kind of skin types. Internationally this brand is positioned as a brand that celebrates the " Real Beauty" . Dove defines real beauty as " beauty is not about how you look but about how you feel". The Dove's official site " campaignforrealbeauty.com" highlights this brand value. I think this is one of t

he best brand values a beauty product can have. In India, the brand did not had the success of its global counterpart. One reasons are the small " Premium " market and another is the price barrier. Dove's initial price was around Rs50 that put off even the premium customers. The brand has undergone some repositioning in recent times. Earlier the brand was positioned on the platform of " Trial for Results" idea. Later it was changed to the moisturizing platform. The brand is claiming that it is milder than the 25 leading soaps thus proving its legitimacy to being the mildest soap in the country. Globally also this brand is positioned not as a soap but a cream bar. Although the "Campaign For Real Beauty" and the mildness are excellent selling

points, the brand is still not able to catch the fancy of Indian beauties. With lot of sales promotions happening with the brand like 1+1 free , there is a possibility of brand value erosion.With the brand now priced at Rs 28, the price has somewhat become reasonable. I feel that still the brand does not fit into the " value for money" proposition for the Indian consumer. It is a truth that Indian consumer looks for " Value " even in premium products. Dove have a negative point in that the soap usually does not last enough ( partly because of our bathroom habits). This have reduced the value proposition for this brand. With the emergence of an attractive market in the premium cosmetic market in India, Dove have lot of potential to become a key player, it has got the positioning right, now it has to set the " Value" right for the Indian consumer.