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Module 3 A
Brand Positioning - Basics
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POSITIONING
perception in the mind of target consumer
Positioning - relative w.r.t competingbrands
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POSITIONING
FunctionalBenefits
Personality
Traits
EmotionalBenefits
Consumer Expectation Filter
Consumer Experience Filter
C o n s u m e r
A t t i t u
d e
F i l t e r
C on
s um e r B
e l i e f F i l t e r
Self
ExpressiveBenefits
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Consumer Filters??
How do these filters operate? What to do about these filters?
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Positioning Marketers need to know:
Who the target consumer is? Who the main competitors are? How is the brand similar to these
competitors? How the brand is different/ unique from
these competitors?
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Case: Know the consumer?
Toothpastes: The sensory segment flavor & product
appearance The sociables brightness of teeth The worriers decay prevention The independents low price
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POPs & PODs
Points of Parity?
Points of Difference?
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Points of Parity
Category Parity Competitive Parity
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Choosing PODs
Relevance Distinctiveness Believable Feasible
Communicable Sustainable
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POPs and PODs
Toilet Soaps (Dove) Automobiles (Fabia) Catch salt Newspaper Vs Tabloid Vs Financial
Newspaper
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Negatively correlated PODs
How to deal with them?
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Case : Diet Coke
Coke with Splenda Coke Zero Coke C2 Diet Coke Lime, Lemon, Vanilla,
Caffeine free, Cherry
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How to Position ?
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Criteria for Successful PositioningThe positioning must be :1. Correctly and clearly targeted
Ability to see the consumer
2. Unique & Distinctive Now exercise the ATM power, Citibank
unfixed deposits
3. Relevant to target needs Benefit oriented & not feature-driven
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Criteria for Successful Positioning
The positioning must be :4. Consistent :
a) across the range Philips/ 3M - Innovation
b) across the Mix - Maggi Noodles atta noodlesc) thru time Marlboro, Lux
5. Coherent with other brand signals Classic Cigarettes
Cigarette (length, paper, tobacco blend), Packaging(Premium), Advertisements (Upmarket Print),Sponsorships (Polo, Golf), Pricing
6. Supported with adequate marketing spend
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Positioning Schemes
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Positioning Types Scheme 1
Feature Driven Problem Solution Target Driven Competition Driven Emotional/ Psychological
Benefit Driven Aspirational Value
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Feature Driven Positioning
tangible high credibility Clarify clearly whats for sale Easily copied
Wrinkle-free trousers, Instant coffee
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Problem-Solution Prompts
solutions to problems in daily lives Direct & very credible
Colgate controls tooth decay & bad breath Clearsil prevents/ treats acne (pimples) Mortein kills rats effectively outside the
house
Ability to deliver vs Measurability
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Target Driven Positioning
who buys i.e focus on target consumer Louis Philippe for the upper cr est Femina for the woman of substance
Thums Up for grown up youngsters
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Competition Driven Positioning
judge -me-by-my- rival approach Dettol stings, Savlon does not Avis works harder
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Emotional/ Psychological Positioning
satisfy emotional/ psychological needs Dettol helps you protect your family Ceasefire allows users to overcome the fear of a
fire calamity
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Aspiration Positioning
offer prospects a place they might like to goor like to be or achieve a state of mind Timex offers a sense of sporty ruggedness
Marlboro allows you to feel like ClintEastwood
Reebok allows you to be the person you want tobe
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Value Positioning
Based on giving worth for money paid Nirma stands for the affordable way to wash
your clothes clean
Rin : Jara sa Rin Newport : Expensive jeans for Rs 399
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Positioning Types Scheme 2
Who Am I ?
What Am I ?
For Whom Am I ?
Why Buy Me ?
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Who Am I ?
A. Corporate Identity Godrej Philips
BPLB. Brand Endorsement (Umbrella branding)
Lifebuoy Plus, Lifebuoy Gold, Lifebuoy Liquid(i.e I am a healthy soap product)
Kissan Jam, Squash, Tomato Puree, Ketchup (i.e I am a processed natural vegetable product)
These are usually employed in case of extensions.
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What Am I ?
A. Category Related (Swatch) A Skimmed Milk Powder can be :
Reconstituted Milk Whitener for Tea/ Coffee Low Calorie Diet Option
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What Am I ?
B. Benefit Relateda) Feature & Attribute
Videocon Bazooka
b) Rational Benefit Instant Miscibility
c) Emotional Benefit For mothers who care about giving only the best
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C. Usage occasion & time of use Britannia Marie is a tea time biscuit
a) To differentiate similar products Cadburys Perk : thodi si pet puja pacifies hunger
Picnic : kuch jyada hi solid Break : relieves tension
b) To position a product line Lee & Leesures Arrow & Arrow Casuals
c) To broaden the market Burnol for burns vs. the antiseptic cream for
wounds, cuts and sores
What Am I ?
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D. Price Quality Related Surf, Surf Ultra Lakme Ultra Premium
Dispirin Plus Vim Popular Maruti Zen LX, VX, AX
What Am I ?
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A. Demographic Fit 30 Plus Weekender Kids
Farex for infants between 3 months and one yearB. Behavioral fit : Light/ Medium/ Heavy users
DHL Jumbo J & J Baby shampoo : mildness for frequent wash
C. Psychographic fit Pepsi for the new generation Wild Orchid for the outgoing extrovert
For Whom Am I ?
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A. Unique Attributes Organics with Glucasil Ariel with wash boosters
BPL with QPF (Quadra Point Focus) Godrej PUF, BPL Frost free
B. Superior to competition Avis we try harder because we are no. 2
Why Buy Me ?