Brand Positioning

Team Devi kalyani Jeyalakshmi Madhushree Ramani

 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 its product, brand, or organization.

Positioning
Positioning refers to how organizations want their consumers to see their product Positioning = Segmentation + Differentiation Slotting your product in the consumers mind. Who am I? Why buy me? Positioning starts with the product.But Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect - Ries and Trout
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Examples
Colgate Is Protection LUX Is Glamour Pond s DFT Is Confidence AXE Is Sexual Attraction Gillette Is Quality

Positioning

 The easy way to get into a person s mind is to be first

Xerox, Kodak, Polaroid, Sun TV, The Hindu

If you didn t get into the mind of your prospect first, then you have a positioning problem
Better to be first than be best

Even if you are not first, be the first to claim a unique position in the mind of the consumer
Miller Lite first lite beer and Beck s Beer first beer popular in Germany

In the positioning era, you must, however, be first to get into the prospect s mind
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How it is done
The basic approach is not to create something new or different, but manipulate what s already in the mind To find a unique position, you must ignore conventional logic Conventional logic says you find concept inside product
Not true; look inside prospect s mind

You won t find an uncola idea inside 7-up; you find it inside cola drinker s head
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Re-positioning
involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target marke

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

TYPES of Positioning
Quality Position Value positioning Feature-driven positioning Relational positioning Aspiration positioning Problem/solution positioning Rivalry-based positioning Warm and fuzzy positioning Benefit-driven positioning Competitive positioning

Quality Positioning
http://www.youtube.com/watch?v=_KwfPw49 jsk&feature=related http://www.youtube.com/watch?v=iOZopkS1Sg

Value Positioning
http://www.youtube.com/watch?v=rMvtLKJm CmM&NR=1 http://www.youtube.com/watch?v=I4kczB1Djj I http://www.youtube.com/watch?v=h8spBOu7 BWw

Feature-driven Positioning
http://www.youtube.com/watch?v=2BJoEzMh PVA

Rivalry-based positioning
http://www.youtube.com/watch?v=HAEb2Um A_w8&feature=related http://www.youtube.com/watch?v=LcbLBJSTt Qg http://www.youtube.com/watch?v=6QxcHsuf Fw4&feature=related

VIDEOS
http://www.youtube.com/watch?v=pOlnXSGb UD4 (olay brand repositioning) http://www.youtube.com/watch?v=Z6h685xa VFM (Maxi cements) http://www.youtube.com/watch?v=lIq_8MUP z5w&NR=1

Brand Positioning : Complan

 Complan for what?
Enriched with 23 vital nutrients in right quantity and proportion essential for healthy growth

 Complan for whom?

A brand for growing children

 Complan for when?

Higher nutrition needs

 Packaging
Complan Boy/Complan Girl
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Brand Positioning : Complan

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Complete planned food

Brand Positioning : Bournvita

 Bournvita for what?
For nutrition and health

 Bournvita for whom?

For a growing kid who is healthy, intelligent, energetic and glowing

 Bournvita for when?

Everyday to ensure you are energetic throughout the day

 Packaging
A tall cylindrical straight jar that reflect energy, enthusiasm and vigour
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Brand Positioning : Bournvita

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Poshan bhi swaad bhi

 Do not boast of being number 1, implies insecurity about leadership (Coke the real thing ) Single Position Strategy Each brand occupying a single unchanging position in the mind of the customer
Cheaper to introduce new brands Introduce new brands instead of changing existing Safari and Sumo

Change is inevitable and leader must be willing to embrace change.

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 It is always better to be first and establish leadership If the product is not first, then it must find an unoccupied position
Munch ka crunch Mahaan Chocolate with a crunch Avis is only No. 2 in rent-a-car, so why go with us? We try harder.

A product that seeks to be everything to everyone will end being nothing to everyone
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 Start by looking not at the product but at the position in the market that you wish to occupy, in relation to competition Think about how the brand will answer the main consumer questions
What will it do for me that others will not? Why should I believe you?

Try to keep it short and make every word count and be as specific as possible
Vagueness opens the way to confused executions
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Key Insight I wish to get married to a handsome prince

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Key Insight
Fragrance of my current talc does not last long and I miss opportunities to enjoy life
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Key Insight
Soap leaves my skin feeling dry and tight

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 It will require two separate thoughts to be related to each other in a new and fresh way Insight will generally be enduring Often the process will lead to several insights The one to use is the one that offers to be the source of greatest competitive advantage
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 No need for insight to change if you have identified the higher-order needs of consumers Keep asking why to find the real need behind the obvious insight Remember, the insight is always the basis for a brand s positioning
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Positioning - The Process .

Points of Parity? The frame in which we are competing! E.g. Subways Dove

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POP and POD

Points-of-difference unique brand values Desirable Deliverable Points-of-parity shared brand values Necessary Competitive
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Nuts and Bolts

How do I decide on my PODs and POPs? POPs Analysis of category What attributes do all of my competitors have? I probably need to have those, or my competitors automatically have a POD POPs get you included in category PODs are more difficult Don t use PODs that are product centric (dominate competition) but customer centric (uniquely address need of customer)

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POP and POD

POD (Point of Difference) Strong, favorable, unique brand associations May be any kind of attribute or benefit Two types of PODs Attribute Based Functional, performance related differences Image Based Affective, experiential, brand image related differences
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 POP (Point of Parity) Associations that are shared with other brands Two types Category: attributes that are required to include your product as a member of that category Competitive: POP that negate your competitors PODs POPs can be good enough , but PODs should be superior
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POP AND POD: BMW over the years

1991 1985 1975 1971
Affluence, exclusivity Fun to drive Affluence, exclusivity Fun to drive Fun to drive Economical

International 32 Desirability

Brand Positioning Statement

For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin.

NO REASON WHY!
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Positioning Strategies
USER APPROACH Loreal with Aishwarya Rai, Revlon with Cindy Crawford etc. The Marlboro Man, Thums up is also trying to reinforce its for grown ups image by using a macho celebrity route (Akshay Kumar).
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PRICE_QUALITY APROACH Baja Auto: Value-for-money, for years. Zenith Computers: MNC quality, Indian price.

Positioning Strategies
PRODUCT CATEGORY APPROACH Diet beers (from kingfisher) and ice beers (from United Breweries) as against the regular beer. COMPETITOR APPROACH Captain Cook (free flow vs. Tata Salt) Savlon (does not sting vs. Dettol)

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