832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 126

Objective setting and market positioning

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 226

Advertising and Demand As Bordon suggested that the role of advertising is

frequently exaggerated and that prevailing social andenvironmental conditions are more of thefundamental importance in determining the basicdemand trends

According to Bordon Advertising leads to increase in

demand whenhelliphelliphelliphelliphelliphellip

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 326

The products can be distinguished easily from itssubstitutes

It is possible to appeal to emotional buying motives The psychological and physical factors influencing

demand are favorable These include fashion socialstandards incomes and the size and the distribution

to the population

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 226

Advertising and Demand As Bordon suggested that the role of advertising is

frequently exaggerated and that prevailing social andenvironmental conditions are more of thefundamental importance in determining the basicdemand trends

According to Bordon Advertising leads to increase in

demand whenhelliphelliphelliphelliphelliphellip

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 326

The products can be distinguished easily from itssubstitutes

It is possible to appeal to emotional buying motives The psychological and physical factors influencing

demand are favorable These include fashion socialstandards incomes and the size and the distribution

to the population

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 326

The products can be distinguished easily from itssubstitutes

It is possible to appeal to emotional buying motives The psychological and physical factors influencing

demand are favorable These include fashion socialstandards incomes and the size and the distribution

to the population

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 426

sufficient finance is available to support a minimumlevel of satisfaction

Advertisement can be used to reveal and emphasizethe product hidden qualities Eg ads of toothpaste

No doubt advertising is instrumental in increasing inthe demand The increase in demand may be because

of alternative marketing strategies eg reduction inprice increase in distribution level change in quality of product etc

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526

Objective setting Advertising objectives are set in such a way that they

help in achieving marketing objectives

An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising

Basically advertising objectives have four categories as

perception learning persuation and behavior

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626

For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories

1 Sales objectives

2 Communications objectives

3 Behavioral objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726

SALES OBJECTIVES Advertising objectives should be operational Means

there should be a criteria for decision making andstandard with which results can be compared

The most common advertising objectives in terms of sales are

Immediate increase in percentage of sales

Increase in market share

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826

However the objectives may not be operational for tworeasons

Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales

The influence of advertising continues over a long

time

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926

Sales

Economiccondition

Brand

image

Taste amppreferen

ces

Advertising

Productquality

andfeaturesOther

promotional

mix

Distribution s

channelmanage

ment

Compe

titorsactions

packaging

priceSalesforcenosamp

quality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526

Objective setting Advertising objectives are set in such a way that they

help in achieving marketing objectives

An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising

Basically advertising objectives have four categories as

perception learning persuation and behavior

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626

For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories

1 Sales objectives

2 Communications objectives

3 Behavioral objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726

SALES OBJECTIVES Advertising objectives should be operational Means

there should be a criteria for decision making andstandard with which results can be compared

The most common advertising objectives in terms of sales are

Immediate increase in percentage of sales

Increase in market share

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826

However the objectives may not be operational for tworeasons

Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales

The influence of advertising continues over a long

time

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926

Sales

Economiccondition

Brand

image

Taste amppreferen

ces

Advertising

Productquality

andfeaturesOther

promotional

mix

Distribution s

channelmanage

ment

Compe

titorsactions

packaging

priceSalesforcenosamp

quality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626

For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories

1 Sales objectives

2 Communications objectives

3 Behavioral objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726

SALES OBJECTIVES Advertising objectives should be operational Means

there should be a criteria for decision making andstandard with which results can be compared

The most common advertising objectives in terms of sales are

Immediate increase in percentage of sales

Increase in market share

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826

However the objectives may not be operational for tworeasons

Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales

The influence of advertising continues over a long

time

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926

Sales

Economiccondition

Brand

image

Taste amppreferen

ces

Advertising

Productquality

andfeaturesOther

promotional

mix

Distribution s

channelmanage

ment

Compe

titorsactions

packaging

priceSalesforcenosamp

quality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726

SALES OBJECTIVES Advertising objectives should be operational Means

there should be a criteria for decision making andstandard with which results can be compared

The most common advertising objectives in terms of sales are

Immediate increase in percentage of sales

Increase in market share

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826

However the objectives may not be operational for tworeasons

Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales

The influence of advertising continues over a long

time

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926

Sales

Economiccondition

Brand

image

Taste amppreferen

ces

Advertising

Productquality

andfeaturesOther

promotional

mix

Distribution s

channelmanage

ment

Compe

titorsactions

packaging

priceSalesforcenosamp

quality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826

However the objectives may not be operational for tworeasons

Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales

The influence of advertising continues over a long

time

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926

Sales

Economiccondition

Brand

image

Taste amppreferen

ces

Advertising

Productquality

andfeaturesOther

promotional

mix

Distribution s

channelmanage

ment

Compe

titorsactions

packaging

priceSalesforcenosamp

quality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926

Sales

Economiccondition

Brand

image

Taste amppreferen

ces

Advertising

Productquality

andfeaturesOther

promotional

mix

Distribution s

channelmanage

ment

Compe

titorsactions

packaging

priceSalesforcenosamp

quality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026

COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain

narrowly defined communication objectives

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126

Behavioral objectives

Communication objectives

Purchase

Knowledge

Unawareness

Awareness

100 Unawareness

70 generating awareness

30 knowledge comprehension

20 liking

15 preferences

10 Trial

5 purchase regular purchase

Regular buy

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226

The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand

If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect

If the liking and preference for the brand is low thenright message and media should identify

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326

BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce

action in the consumer Here we require the consumerto act or show a specific behavior

The behavior could be the trial of the brand orpurchase of the brand

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426

The two specific objectives could be

1 Increasing companyrsquos brand usage rate among

existing consumers2 Encouraging non users to have trial consumption orpurchase it

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526

MARKET POSITIONING

According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind

Positioning is the foundation up on which all othermarketing decisions are built

A brandrsquos position is the first thing that comes in mind

when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626

positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category

Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning

Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer

through marketing communications

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726

WHY POSITIONIGPositioning provides necessary information answer to

what the brand is attempts to create a brand identity to stand firmly against the competitors efforts

Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity

Perceptual identity is determined by individual needs values experience and environment

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826

POSITIONING STRATEGIES A brand must be positioned in away it is most

effective in attracting the desired target segment

A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip

Who am I (knowledge of the brands identity andimage lineage or family)

What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)

Why me ( powerful reason to choose among others)

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926

APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach

2 The price quality approach

3 The applications approach4 The product user approach

5 The product class approach

6 The cultural symbol approach

7 The competitor approach

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026

CUSTOMER BENEFITIt is most used

positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and

customer benefits

eg Volvotransportation

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126

The price quality approach There are brands that

deliberately attempts tooffer more in terms of service features quality or performance

Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226

The use and application approach Associate the

product with a useof application is the

another way tocommunicate animage of product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326

The product user approach In this approach the

brand manager identifiesand determines the

target segment for whichthe product will bepositioned

Many brands use amodel or a celebrity toposition their product

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426

The Product class approachThis is very bold positioning

strategy Used whenparticularly product category

is too crowded

Manager position the brand indifferent context

Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as

mixer beverage and not as softdrink

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526

The culture symbol approach The culture symbol

approach is based upondeeply entrenched culture

symbol which helps indifferentiating competitorsbrands

A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns

832019 Stimulation of Primary and Selective Demand 123

httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626

The competitor approach This is an offensive

strategy And very common in

comparative ads

Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns