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13 GouravDholwal Brand Positioning

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Gourav Dholwal

This document provides an overview of brand positioning. It begins with definitions of branding, positioning, and brand positioning. It then discusses perceptual mapping and how positioning approaches can be based on attributes, benefits, use occasions, price-quality, product categories, competitors, and repositioning. Common positioning errors like under, over, and confused positioning are explained. The document also covers brand mantras, taglines, and provides case studies on the positioning of ENO antacid and Maggi noodles in India.

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BRAND POSITIONING PRESENTED BY :- GOURAV ,MBA(pharm) 15PMM525 NIPER ,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 in business, marketing and advertising a brand defined as an intangible assets is 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.
Positioning is a marketing strategy that aims to make a brand occupy 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 definition The 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
positioning Product class or the structure of the market in which our brand will compete Perceptual mapping The benefits offered by the brand Consumer segmentation
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 MAPPING Perceptual mapping techniques identify the underlying dimensions that differentiate consumer perceptions of products and the positions of existing products on the dimensions.
BRAND ATTRIBUTES AND BENEFITS The 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 examples A 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 Strategy Steps 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 Competitors The product or sets of the product with which a brand compete and which function as close substitute
Assessment of Consumers Perceptions for competitor Determining Competitors Position
Analyzing the Consumers Preferences Flavours provided by horlicks Chocolate Vanilla Honey Elaichi Flavours provided by bournvita Chocolate caramel Making the Positioning Decision
Positioning Errors Under positioning Over positioning Confused positioning
Under positioning The 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 positioning there 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 positioning Happens 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 offers crest rejuvenating effects tooth paste for women
BRAND MANTRA A 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 MANTRA TAGLINE MOOV EK MINUTE MOOV KI MALISH AAH SE AHA TAK NIKE AUTHENTIC ATHLETIC- PERFORMANCE JUST DO IT COCA COLA SHARING HAPPINESS -TASTY THANDA MATLAB COCA COLA ENO INSTANT RELIEF FROM ACIDITY AND TASTY KAAM SHURU SIRF 6 SEC. ME
ENO-CASE STUDY ENO-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
13 GouravDholwal Brand Positioning
13 GouravDholwal Brand Positioning
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 2005 Tagline for this is TASTE BHI, HEALTH BHI .
ANY QUESTION
13 GouravDholwal Brand Positioning

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13 GouravDholwal Brand Positioning

  • 1. BRAND POSITIONING PRESENTED BY :- GOURAV ,MBA(pharm) 15PMM525 NIPER ,S.A.S NAGAR
  • 2. Flow of Presentation DEFINATIONS PERCEPTUAL MAPPING POSITIONING APPROCHES STRATERGIES FOR BRAND POSITIONING POSITIONING ERRORS BRAND MANTRA CASE STUDIES
  • 3. 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 in business, marketing and advertising a brand defined as an intangible assets is 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.
  • 4. Positioning is a marketing strategy that aims to make a brand occupy 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.)
  • 5. 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
  • 6. COMPREHENSIVE DEFINITION Also known as three-point definition The 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
  • 7. positioning Product class or the structure of the market in which our brand will compete Perceptual mapping The benefits offered by the brand Consumer segmentation
  • 8. 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.
  • 9. 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.
  • 10. PERCEPTUAL MAPPING Perceptual mapping techniques identify the underlying dimensions that differentiate consumer perceptions of products and the positions of existing products on the dimensions.
  • 11. BRAND ATTRIBUTES AND BENEFITS The 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.
  • 13. 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
  • 14. Basic rule for brand positioning Be the first one Be the unique/Different one
  • 16. Brand positioning examples A good hot pizza delivered to your door within 30 minute of ordering Positioning by value proposition
  • 18. Positioning by quality Smooth and clean shave
  • 19. Contain 98% fat free oil Safe for heart patient POSITION BY HEALTH ASPECT
  • 20. 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
  • 22. Positioning by Brand Endorsement
  • 23. Positioning by Product Attributes and/or Benefits
  • 24. Positioning by Use Occasion and Time
  • 27. Positioning by Competitor PRODUCE NO CLOUDY WATER CAUSE NO STINGING SENSATION
  • 29. The Process of Determining the Positioning Strategy Steps 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
  • 30. Identify Competitors The product or sets of the product with which a brand compete and which function as close substitute
  • 31. Assessment of Consumers Perceptions for competitor Determining Competitors Position
  • 32. Analyzing the Consumers Preferences Flavours provided by horlicks Chocolate Vanilla Honey Elaichi Flavours provided by bournvita Chocolate caramel Making the Positioning Decision
  • 33. Positioning Errors Under positioning Over positioning Confused positioning
  • 34. Under positioning The 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
  • 35. Over positioning there 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
  • 36. Confused positioning Happens 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 offers crest rejuvenating effects tooth paste for women
  • 37. BRAND MANTRA A 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
  • 38. TAGLINE Its the short introduction of the product blended with emotional or professional attachment of the ultimate consumers
  • 39. BRAND MANTRA TAGLINE MOOV EK MINUTE MOOV KI MALISH AAH SE AHA TAK NIKE AUTHENTIC ATHLETIC- PERFORMANCE JUST DO IT COCA COLA SHARING HAPPINESS -TASTY THANDA MATLAB COCA COLA ENO INSTANT RELIEF FROM ACIDITY AND TASTY KAAM SHURU SIRF 6 SEC. ME
  • 40. ENO-CASE STUDY ENO-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
  • 43. 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
  • 44. 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 2005 Tagline for this is TASTE BHI, HEALTH BHI .