Date post: | 10-Jan-2017 |
Category: |
Marketing |
Upload: | tejas-gattani |
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N O C O M P A N Y C A N W I N I F I T ’ S
P R O D U C T S R E S E M B L E E V E R Y O T H E R P R O D U C T
A N D O F F E R I N G
CRAFTING THE BRAND POSITIONING
By – TEJAS GATTANIIndian Institute of Technology Jodhpur
MARKETING STRATEGYSegmentation Targeting Positioning
POSITIONING
• Designing company’s offerings and image to occupy a distinctive place in minds of the target market
• E.g. Philips is a market leader in:– Medical diagnostic imaging– Patient monitoring systems– Energy efficient lightning solutions– Personal lifestyle solutions
COMPETITIVE FRAME OF REFERENCE• Identifying
competitors• Analyzing
competitors• E.g. Philips need to
identify and analyze the Japanese manufacturers
BRAND MANTRA
BRAND MANTRA
• Based on market research and customer needs
• Wanted to remove technology hassle and make easy to access
• First to take action on basis of target audience
• Audience consisted of youth from 35-55 yrs.
• Required as for to develop global marketing strategy
EVALUATE PHILIPS’ “SENSE AND SIMPLICITY” STRATEGY. WHAT ARE THE RISKS COMPANY FACES IN USING THIS TAGLINE ?
REASONS
• Compromise on advancement in technology to make things simpler• Give impression of less advanced electronics manufacturer because of
simpler design• Vague tagline as meaning is unclear:
– Simplicity in terms of design or use?• Expectations differ from offerings
WHAT STRATEGIES CAN PHILIPS FOLLOW TO WARD OF COMPETITION FROM JAPANESE MANUFACTURERS OF CONSUMER ELECTRONICS ?
REASONS
• Automating its manufacturing plants• Investing in R&D to create low cost solutions• Emphasizing on opponents POD’s
REFRENCES
• Google Images• Marketing Management by Philip Kotler, Kevin Keller
THANK YOU