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BRAND POSITIONINGPRESENTED BY :-GOURAV ,MBA(pharm)15PMM525NIPER ,S.A.S NAGAR

Flow of Presentation DEFINATIONS PERCEPTUAL MAPPING POSITIONING APPROCHES STRATERGIES FOR BRAND POSITIONING POSITIONING ERRORS BRAND MANTRA CASE STUDIES

What is BRAND Is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used inbusiness,marketing andadvertising

a brand defined as anintangible assetsis often the most valuable asset for a corporation

A brand name can create and stand for loyalty, trust, faith, depending on how the brand is marketed, advertised and promoted.

Positioningis amarketing strategythat aims to make abrandoccupy 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.)

Brand positioning is a decision reached by a marketer to try to achieve a defined brand image relative to competition within a market segment. Product positioning decisions are strategic decisions and have an impact on long-term success of the brand. Brand positioning

COMPREHENSIVE DEFINITION

Also known as three-point definitionThe position of a brand is the perception it brings about in the mind of a target consumer. This perception reflects the essence of the brand in terms of its functional and non-functional benefits in the judgement of that consumer. It is relative to the perception, held by that consumer, of that competing brands, all of which can be represented as points or positions in his or her perceptual space and together, make up a product class

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CONSUMER SEGMENTATION The profile of the consumers whom our brand will serve and what are their needs? Each brand has to carve out a niche to call its own. In such competitive product markets , only such a brand will survive which has been able to identify the segment that it will serve, the particular benefits to pull that segment and has engineered its position to match most closely with the needs and dreams of that segment.

PRODUCT CLASS A product class or product market can be defined as the set of products and brands which are perceived as substitutes to satisfy some specific consumer need.

PERCEPTUAL MAPPINGPerceptual mapping techniques identify the underlying dimensions that differentiate consumer perceptions of products and the positions of existing products on the dimensions.

BRAND ATTRIBUTES AND BENEFITSThe physical existence of brand is no assurance that it has a position in the target consumers mind. The consumers frame of reference requires that those manufacturers claim or brand attributes be translated into consumer benefits in order to map consumer perceptions.

Perceptual mapping

POINT OF DIFFERENCE Attribute or benefit that consumer strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand.

Strong brand may have multiple points of difference

Basic rule for brand positioning Be the first one

Be the unique/Different one

Be the unique one

Brand positioning examplesA good hot pizza delivered to your door within 30 minute of ordering Positioning by value proposition

Positioning by convenience Food in 2 minutes

Positioning by quality

Smooth and clean shave

Contain 98% fat free oil

Safe for heart patient POSITION BY HEALTH ASPECT

Some popular positioning approaches are: Positioning by Corporate Identity Positioning by Brand Endorsement Positioning by Product Attributes and/or Benefits Positioning by Use Occasion and Time Positioning by Price-Quality Positioning by Product Category Positioning by Competitor Repositioning

Positioning by Corporate Identity

Positioning by Brand Endorsement

Positioning by Product Attributes and/or Benefits

Positioning by Use Occasion and Time

Positioning by Price-Quality

Positioning by Product Category

Positioning by Competitor

PRODUCE NO CLOUDY WATER

CAUSE NO STINGING SENSATION

Repositioning

The Process of Determining the Positioning StrategySteps Need to be Taken to Reach a Decision about Positioning Identify Competitors Assessment of Consumers Perceptions of competitor Determining Competitors Position Analyzing the Consumers Preferences Making the Positioning Decision

Identify CompetitorsThe product or sets of the product with which a brand compete and which function as close substitute

Assessment of Consumers Perceptions for competitorDetermining Competitors Position

Analyzing the Consumers PreferencesFlavours provided by horlicks

Chocolate VanillaHoneyElaichi

Flavours provided by bournvita

Chocolate caramelMaking the Positioning Decision

Positioning Errors Under positioning Over positioning Confused positioning

Under positioningThe consumers do not associate the brand/product with a clear benefit or competitive edge so that consumers know what exactly sets it apart from other competitors. Therefore, consumers may not have a strong connection with a brand and instead buy products from the competition because they dont know what advantages it will provide them

Over positioningthere is too much focus on position, ultimately giving the audience a too narrow depiction of the product. This mistake can ultimately alienate consumers from the product, creating a narrow group of customers that can actually identify with it. If the target audience is too small it limits potential consumers of the product

Confused positioningHappens when marketers either change their position too often or has benefits that contradict each other that an audience becomes confused of what the product actually offerscrest rejuvenating effects tooth paste for women

BRAND MANTRAA brand mantra is short (usually 25 words maximum) and encapsulates the competitive frame of reference, the points of difference, the points of parity, and everything else about your brand into one thought.The way we establish the brand in the market and keep it consistent in quality, service and satisfaction

TAGLINE Its the short introduction of the product blended with emotional or professional attachment of the ultimate consumers

BRAND MANTRATAGLINE MOOVEK MINUTE MOOV KI MALISH AAH SE AHA TAKNIKE AUTHENTIC ATHLETIC-PERFORMANCEJUST DO ITCOCA COLA SHARING HAPPINESS -TASTYTHANDA MATLAB COCA COLA ENOINSTANT RELIEF FROM ACIDITY AND TASTYKAAM SHURU SIRF 6 SEC. ME

ENO-CASE STUDYENO-Leading antacid taken for providing instant relief from acidity ,heart burn & gastric discomfort

BRAND MANTRA instant relief and taste

TAGLINE Kam shuru sirf 6 second me

Launched in 1972 with strong marketing strategy and maintain its leadership position

MAGGI NOODLES Maggi noodles was introduced in India in the year of 1982

MAGGI BRAND POSITIONING At the time ,when maggi made their entry in Indian market, Indian consumer were conservative in their food habits ,preferring homemade traditional food, rather than packed or canned food

At the initial stage ,they target the Indian women on perception that It is easy to cook

Market research conducted by nestle and found that children are the main consumer of this product

In 1980s they positioned Maggi noodles as convenience food for mother and fun food for children with tagline fast to cook good to eat

Other tag lines are mummy bhookh lagi hai bus 2 minute

In 1988, maggi launched its first extension product maggi instant soup which soon acquired a prominent position in package soup market in india

From 2000 they shaped their marketing strategy after considering the changing in lifestyle and eating habit of Indian consumer Out come of this is vegetable atta noodle in 2005Tagline for this is TASTE BHI, HEALTH BHI .

ANY QUESTION