Communicating Positioning

8/10/2019 Communicating Positioning

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CommunicatingCommunicatingCommunicatingCommunicating

THROUGH ADVERTISINGTHROUGH ADVERTISING


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Definitely male


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COMPETITIONBASEDPOSITTIONING


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Arjun Mehta in his 'I'm-

going-to-squeeze-sixty-hours-into-this-Sunday'trousers. Raymond. For thespecial occasion called life.

Bodycopy: Terool Superfine,Adonis, Viscount, CasualLine, Sterling, Tropicanaand more. The widestrange o co ours, en sand designs of fabrics fortrousers.Baseline: The complete man


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Feels like heaven,doesn't it? Feels likeRaymond.-

Baseline: The CompleteMan

USER POSITIONING


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Celebrate the FIFA World Cup. With Cotton Plus WrinkleFree

ATTRIBUTE POSITIONING


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Taste is the reason. Health is

the excuse.Subhead: (or vice versa)Real vegetables. Low fat.Cholesterol free. No artificial

flavours. No added MSG. So youhave every reason. And everyexcuse.

Baseline: Taste bhi healthbhi.

BENEFIT POSITIONING


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Thanda matlabCoca-Cola- PRODUCT CATEGORY


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Headline: Business

Class

Subhead:Bodycopy: New Nokia 9300smartphone - Lead byexample.

Stylish and compact on theoutside, exceedingly smartwithin. New Nokia 9300enhances your workstylew e comp emen ng yourlifestyle.

USAGE/APPLICATION

POSITONING


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Umang se bhari jholi!Subhead: "Earlier only a few

could afford the latest infashion. Big Bazaar has broughtit within the reach of everyone."Bodycopy:At Big Bazaar webelieve that a better lifestyle

should be affordable toeveryone. We negotiate betterdeals with our suppliers, whichwe pass on to you by bringingdown our rices. Therefore we

bring to you the latest fashion atafforable rates. The same is truefor a wide range of products likeelectronic appliances tohousehold items to food.

Because the way we see it,improving your world should notcost you the worldBaseline: Is se sasta aur achchakahin nahi!

PRICE POSITIONING


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Let's talk businezzz...Body copy: Only Club World business class has trulyflat beds to London flying from Delhi, Mumbai,

Kolkata and Chennai.

QUALITY

POSITIONING

QUALITY POSITIONING


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Baseline-Dont forget!USAGE /APPLICATION POSITIONING


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Usage/applicationpositioning Body copy: 1. The telephone bill that Rahul

forgot to pay for the 10th day today.2. The groceries that Rahul forgot to buy onhis way to office.3. The colour paper that Rahul forgot to pick

' .4. Rahul driving home with a friend he forgotto tell his wife he'd be bringing for dinner.5. The meeting Rahul forgot he had to staylate to attend.

6. Rahul's mom-in-law whom he forgot to pickup from the station.7. Rahul's wife trying to call him, except thedamn phone is dead.Baseline: Don't forget.


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USAGE/APPLICATIONPOSITIONING


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Women of spirit wear AsmiWomen of spirit wear AsmiWomen of spirit wear AsmiWomen of spirit wear Asmi

Bodycopy: A woman's victory of herA woman's victory of herA woman's victory of herA woman's victory of herspirit. The spirit that has been everyspirit. The spirit that has been everyspirit. The spirit that has been everyspirit. The spirit that has been every

woman's strength since the beginning ofwoman's strength since the beginning ofwoman's strength since the beginning ofwoman's strength since the beginning of

time. And will be forever more. Only antime. And will be forever more. Only antime. And will be forever more. Only antime. And will be forever more. Only an

Asmi Diamond truly reflects that spirit.Asmi Diamond truly reflects that spirit.Asmi Diamond truly reflects that spirit.Asmi Diamond truly reflects that spirit.Because it holds within its depth theBecause it holds within its depth theBecause it holds within its depth theBecause it holds within its depth the

power of an eternal fire. So whenever apower of an eternal fire. So whenever apower of an eternal fire. So whenever apower of an eternal fire. So whenever a

,,,,

to show for it. Do you?to show for it. Do you?to show for it. Do you?to show for it. Do you?

Baseline: The diamond of choiceThe diamond of choiceThe diamond of choiceThe diamond of choice

For women with spiritFor women with spiritFor women with spiritFor women with spirit

USER BASED POSITIOING

Communicating Positioning

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