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CCD has been able to differentiate itself from the first mover Barista
by positioning itself as a “hang-out-place” for youngsters
Wh I? ?
o am m a m
I ?? Who
For
e? ?
M
Wh
at a Why
m I?
?
W
H
O
A
M
I
???
Corporate Identity
“well known corporate identity is used to imply the
competitive superiority of newer products bearing that
name.”
“TOMCO” “HLL”
“A TATA product ” “A quality product of Hindustan L
Lifebuoy
Hamam Pears
Jai Lux
Ok Rexona
Revel Liril
501
Brand Endorsement
“Marketer exploit the strength of well developed NAME for entering the new product cat
Positioning
By
usage
occasion
and time
W Category Benefit –
H -Related Related
A positioning positioning
T
A Price-
M Quality
positioning
I
???
A differentiating strategy when an existing
product category is too crowded is to take
the same basic product and position it in
another.
“Power Jogger is
all about fitness” “Power ultimo-positioned
For the tennis enthusiast”
“Power workout”
“Find a strong usage position and sit on it”
1986
Moov launched
Vision was to ensure
Presence in every Indian
home.
Segment :Pain
Target Segment :Backache
Target audience: Middle-class Indian house
wife
1990
Feel the need to broaden its consumer base.
Without diluting the backache focus.
“OCCUPY THE VACANT
POSITION”
1999-2001
New brand positioning to broaden the
customer base for the backaches driven
by:-
Sedentary & stress lifestyle.
Faulty postures while sleeping/riding
bikes/driving/accessing computers.
State of the roads
2002
Moov spray launched
Target audience: Male
Exploited the OCCASION_BASED USAGE
POSITION
“When you are alone and unattended ,self
application of ointment is inconvenient”
Established Moov as a to reunite the family
And an indispensable remedy for her backache.
A new tag line was introduced
“Give quality at the right price and whatever you make will
sell on its own”
F
O
R
W
H
O
M
A
M
???
HARPIC Positioning
Decision maker :Housewife
Demographics
Age group 22-45
Monthly house hold income :2,000 plus.
Residing in selected launch towns with
population in over 1 lack.
Behavioral
Users of ‘traditional toilet cleaner or Sanifresh or Flush Kleen for
the purpose of toilet cleaning.
In most cases ,where ‘traditional’ products are used she employs a
sweeper for getting the toilet clean.
Psychographics
Modern
‘House proud ’and meticulous in matters
of homecare
Regards the appearance of her house
including the toilet An important way of
projecting her personality.
Positioning by unique
attribute
◆ Center shock(sour center)
◆ Moov( specialist for backache)
◆ Dove(1/4 moisturizing cream, not a soap)
◆ Dermi cool(prickly heat powder that cools)
◆ Blue Pepsi
Positioning by competitor
And Now!!!
Its your turn
Questions Please???