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Positioning is a strategy of differentiating your product from that of the competition, in the mind

of the prospect.

A positioning strategy may be developed from the products attributes, its specific uses, the type

of uses, the product class or category, or the competition. Each of these represents a different

approach to developing a positioning strategy. However, all of them have the ultimate objective

of developing or reinforcing an image in the minds of the audience. Following are steps of

positioning strategies:

1. Positioning by Product Characteristics/Consumer Benefits

a) This is commonly used strategy and consists in associating an object with a product

characteristic or customer benefit.

Colgate is a cavity fighter.

The ability to fight cavities is a product attribute that translates into a consumer benefit.

b) Sometimes, a new product can be positioned with respect to product characteristics that

competitors have ignored.

The toothpaste with clove oil.

c) A product can also be positioned along two or more characteristics at the time.

Double -action pepsodent fights cavities and freshens breath.

d) While it is tempting to include several product characteristics at the same time, advertising

that tries to communicate too many things at the same time may not drive home the main

message effectively. Beside, the resulting image of the product in the minds of consumers may

be a fuzzy, confused one. E.g. Infocom too many punch lines.

e) A positioning strategy based on product characteristics, could be based on physical

characteristics, pseudo-physical characteristics, or benefits.

Physical characteristics are objective and can be measured on some physical scale: Temperature, colour,

sweetness, saltiness, thickness, weight.

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Pseudo-physical characteristics, in contrast, are characteristics that cannot be easily measured: Spiciness,

greasiness, creaminess, shininess (Kiwi shoe polish)

Benefits represents to advantages that promote the well being of the consumer: Quenching thirst (Limca),

not harmful to the skin, satisfying hunger, convenience.

2. Positioning by Price -Quality

The price-quality issue is so important in some product category that it is a positioning strategy

in itself. On the one hand, there are certain product categories where high price is automatically

associated with quality, or where low price is often considered to be synonymous with inferior

quality.For eg. Perfumes, whisky, leather goods, stereo systems, designer clothing.

Manufacturers of such brands charge more, partly to cover higher cost, and partly to

communicate that they are of higher quality. Such brands should be positioned based on the

price-quality approach, to communicate that higher price and higher quality goes together. On

the other hand, there may be other brands in the same product category that try to appeal on

the basis of lower prices. They offer more by way of features and performance and claim to be

of quality that is comparable and is another way of positioning based on price-quality.

Videocon s value -for-money positioning.

Zenith Computers: MNC quality. Indian price.

3. Positioning by Use or Approach Associating the product with a specific use is another commonly used positioning strategy.

Sometimes, this type of positioning strategy may also be used to expand market for a particular

brand. The example of Arm and Hammer, an international baking soda brand, mentioned

earlier, is an example of this. Arm and Hammer successfully positioned their product as an

odour-destroying agent in refrigerators.

Vic ks: Use Vicks when cold attacks.

Dettol: The liquid protection against bacteria.

Clinic All Clear: The dandruff -control shampoo.

4. Positioning by Product User

This is a strategy of associating the product with a particular type or class of user. One way of

doing this is through celebrity endorsements.

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E.g. Lux- earlier their positioning was Filmi Sitaroan Ka Saboon , now new Aishwarya s advertise says

that by using Lux you can also become a star.

5. Positioning by Product Class

Sometimes in order to counter the competition, some brands need to associate themselves witha unique classic example of this is Seven Up, the uncola, mentioned earlier.

Other relevant example is diet beers (Kingfisher) and ice beers (recently launched by united

Breweries) that positioning themselves with respect to regular beer.

6. Positioning by Culture Symbol

This type of positioning strategy consist in identifying something that is very meaningful to

people, and that competitors are not using, and then associating the brand with that symbol.

Advertising is full of examples of this type of positioning strategy. A classic international

example is Marlboro cigarette American cowboy, which helped differentiate Marlboro from other

cigarette brands, and developed the Marlboro Man.

E.g. Onida s green eyed devil also set Onida apart from the competition by positioning it as something

that is envied and talked about by neighbours.

This type of positioning tends to have high recall value because of the use of meaningful and

relevant symbols.

7. Positioning by Competitor

This type of positioning strategy consists in making consumers think that your brand is better

than, or as good as the competitors. The competition is used as the point of reference. This

positioning strategy can be used to advantage in certain cases.

First, when the competitor has an established image that has been built up over the years, this image can

be used as bridge to communicate another image. For example, if someone wants to know where a

particular office is, it would be easier to say it is net to the City Bank building rather than describing the

various streets to get there.

Secondly, sometime it is not important how good customers think you are. It is more important that they

think that you are at least as good as the competition.

Positioning with respect to competitors can also be done through comparative advertising.

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New

Brand marketing strategy and business strategy are like the left and right hand.

They are the yin and yang of well-planned businesses.

Your brand promise must be evident through:

Internal service quality; which drives employee satisfaction and commitment.

External service quality; which influences customer satisfaction and retention.

If the service qualities of both are aligned with a compelling brand promise then your

brand marketing strategy vision will be clearer to your target audiences, making thebusiness more attractive and ownable. Perceived business relevance ,profit growthand increased value will naturally follow.

the idea brand marketingstrategySome people say that a brand is an idea and that, while the product/service can beeasily categorised, it is actually the promise of this idea that people buy into. This iswhat we call the brand promise and to define it will help your business address threekey challenges.

1. Be different motivate with a distinctive and clear proposition.

2. Be valued attract the right relationships with the right audiences.

3. Be smart encourage your audiences to support you in your marketing efforts.

Being different in a world that is constantly evolving is the first. Just think of some ofthe changes you have seen in your lifetime. It is the same in the business world nothing stands still anymore. Anything that does stand still gets left behind.Understanding how your business stands out is essential. Presenting a unique andmemorable offering is a basic requirement for a successful brand marketing

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strategy. Wrapping this offering in a story is the best way to own a unique andmotivating brand promise.

Secondly, your brand is a design , strategic marketing , communication and human

resource tool, which will enable your business to build trusted relationships withaudiences. Being valued by each at any one time is the key to strong performance.Making a promise and then keeping to it will help substantiate your story. Thistangible evidence delivered across every point of interaction with your brand willhelp to build loyalty. The more the whole story lives the idea, the greater chanceyour business will have in attracting the right relationships with the right audiences.

The third challenge continues to build on the thought that everything you do,everything you own and everything you produce, helps to communicate the brandpromise. In today s world your audience will play a big role in developing the widerstory. This is something brands actively seek; after all word of mouth advocacy isworth millions spent on adv ertising. It is therefore important that your audienceunderstands your vision as a brand promise and can see how it belongs in their ownworld. Your audience must be allowed to see the promise as something they canown. Make the story personal and your audiences will write themselves into it and sosupport you in your brand marketing strategy.

Our business management consultants can help you develop your brand strategyto clarify your strategic vision as a brand promise, by helping you to:

Wrap your offering in a story.

Make the story tangible.

Make the story personal.

Featured image by Cantoni

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