Positioning and Branding a Small

Business

WITH A UNIQUE FORMULATION ANDSHREWD MARKETING, VITAMIN WATERMADE A SPLASH IN THE BEVERAGE MARKET.

LIMITED RESOURCES

CREATIVITY

BRANDING GUIDELINES FOR SMALL SCALE BUSINESSES

CREATIVELY CONDUCT LOW-COST MARKETING RESEARCH

Helps small businesses connect with customers and study competitors.

FOCUS ON BUILDING one or two strong brands based on one or two key associations

Small businesses often must rely on only one or two brands and key associations as points of difference for those brands.

Brand element should be memorable and meaningful with as much creative potential as possible.

INNOVATING PACKAGING CAN SUBSTITUE FOR AD CAMPAIGNS BY CAPTURING ATTENTION AT THE POINT OF PURCHASE

SMARTFOOD introduced its first product without any advertising by means of both a unique package that served as a strong visual symbol on the shelf and an extensive sampling program that encouraged trial.

Create buzz and a loyal brand community.

MOUTH PUBLICITY MATTERS

SOCIAL NETWORKING

DISCLAIMER

Created by Ankur Agrawal, IIT Kanpur, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com