Uw -session_xi,_xii_-_tb

Identifying & Establishing

Brand Positioning

Positioning – The Battle of Your Mind

To succeed, the first step is to position or ‘situate’ the brand in the target consumer’s mind in such a way,

That in his or her perception of the brand,

It is distinctive and offers a persuasive customer value better than

its competitors.

This is called competitive advantage

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The Process of Market Positioning

STAGE 1Identify key offer characteristics

STAGE 2Draw a perceptual map

STAGE 3Decide on a competitive strategy

STAGE 4Design offer attributes, associated Imageries

STAGE 5Sustain a competitive advantage

Identify Target MarketsTangible (colour, size, design)

Intangible reputation, guaranteesService features identificationAnd weightage to each of them

Head-On “me too”’

Position away / avoid competitionLess profitable; on growth

USP

Brand knowledge

Associative Network Memory Model

Fresh

Waterfall

Lime

Clean

Bathing

Green and

YellowLIRIL

Brand Awareness

Brand Image

Brand knowledge

Associative Network Memory Model

Real milk Dairy

product

Gujarat / Anand

Dr. Kurien

Indianness (co-operative)

Value for Money

Amul

Brand Awareness

Brand ImageMoppet

Competitive Positioning

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USP



Occupy a ‘slot’ in consumer’s mind

Positioning, therefore starts with our understanding or ‘mapping’ of a prospect

consumer’s mental perceptions in such a way that it occupies a ‘slot’ in the mind with

reference to other brands

Lifebuoy occupies the hygiene slotMysore Sandal the pure and natural

fragrance ‘slot’, Margo occupies the herbal ‘slot’.

Perception and Positioning

Perception in simple terms is the meaning added by an individual (in this context consumer) to the information that has been sensed from the environment.

For instance, a consumer may feel that all products of Sony are high quality technology products without having any experience with brand.

Perceptual Mapping

Represent consumer perceptions – in (usually) two dimensional space so that the manager can readily see where his own brand is positioned in the mind of his prospect and in relation to other brands

Perceptual Mapping of digestive brands

Medicinal

Natural

Low Efficacy

Hajmola

Pudin Hara

EnoDigene

Gelusil

High Efficacy

Perceptual Mapping for hair oils

Pleasant perfume

No perfume

Helps hair groomingParachute

Keo Karpin

Mahabhringaraj

Arnica

Makes hair greasy

Dabur Amla

Perceptual Mapping for toothpaste

Fresh breath

Good for gums

Dabur lal powder

Forhan’s regular

Colgate

Pepsodent

Close-up

High

HighLow

Low

HighLow

High

Low

Health

Taste

Postman

Saffola

Sundrop

Dhara Groundnut

Perceptual Mapping of Oil brands

HighLow

High

Low

Cleans dirt

Makes extra whiteRobin Liquid

Detergent powders

Detergent bars

Perceptual map of washing products

Robin liquid is attempting to distinguish itself from Detergent products on the dimension of ‘extra whiteness’

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Identify Target Markets

Tangible (colour, size, design)




USP

Create a Competitive frame of Reference

Frame of reference is the starting point for competitive positioning.

Corporate Identity/ Associative Network Memory model

Target Consumer How the brand is similar to competitor’s How the brand is different from competitor’s.

For whom am I?

What Am I? (POP)

Who am I?

Why me? (POD)

Brand Positioning

Who am I?a) This question deals with the origins of

the brand , its parentage. We can position the brand with reference to its corporate identity or as an extension of a well established brand.

Brand Positioning

For Whom am I?

a) Demographicb) Behavioural (usage pattern)c) Psychographic segmentsd) The Consumer as a whole person

Brand Positioning

For Whom am I?

Demographic- Lilliput (for kids age 3-12yrs)- Citibank ‘s Women Card- MTV (Youth)

Brand Positioning

For Whom am I?

Behavioural (usage pattern)- Lays (no one can eat just one) exploits the behaviour of the heavy eaters of potato wafers.

- Gelusil too targets the compulsive eaters (who are typically the largest sufferers from acidity)

- ‘’Thanda matlab Coca Cola’ (Target group tend to ask for a chilled carbonated beverage) phraseology ‘ek thanda dena’, now made memorable by Coke and Aamir Khan

Brand Positioning

For Whom am I?

Psychographic segments (what am I seen as?)- Pepsi (youthful)- Van Huesen (Corporate……Power dressing)- Thumps Up (macho…..have you grown up to Thumps Up yet?)- Bajaj Pulsar (masculine….Definitely Male)- Raymond (complete man)- Hitachi (perfectionists)

Brand Positioning

For Whom am I?

The Consumer as a Whole Person- Whirlpool housemaker- J&J Mom- The Saffola wife- Surf housewife (Surf Excel hai na)

Cadbury Perk

Cadbury PerkAny time - any where

To satisfy in between meals / hunger

Young, 20-30 years, M/F

Why me?

For whom

What am I?

Who am I ?

Colgate

ColgateWhen you wake-up

After meals

Before going to sleep

Oral hygiene &

Fresh breadth

Everyone above the age of 3yrs

Why me?

For whom

What am I?

Who am I?

What am I – Points of Parity Association

POPs, are those associations that aren’t

necessarily unique to the brand but may in fact

be shared with other brands

Points of Parity Association

The brand has to have certain points of parity (POPs)

In reference to the product group it is in.e.g.

Toothpaste , the brand has to foam, clean, taste reasonably well, etc.


POPs come in four basic forms Category related Benefit related Usage Occasion and Time of Use Price / Quality by Usage Occasion and

Time of Use


1) Category Related Tanishq……watches sold as jewellery

Vaseline……petroleum jelly sold as lip salve and moisturizer

Sugar free….historically sold to diabetics through chemist outlets, now being sold as weight control device, targeted at the figure conscious being sold through supermarkets


2) Benefit related

a) Functional – Lifebuoy (kills the germs you cannot see)Pepsodent (12 hr protection against germs)Fevicol (jod jo tootega nahin)M-Seal (seals all leaks)

a) Emotional – Close-Up (confident)Franklin Templeton Blue Chip (secure)Liril (fresh)J&J (caring)Axe (irresistible)


3) By Usage Occasion and Time of UseKwality Walls….(post dinner treat….10 o’clock)Listerine (Night time rinse….Get fresh tonight)Clorets (after drinking, smoking, eating….after anything)Nescafe (great start to the morning)Britania’s Chai Biscoot (for tea times)Domino’s (when families are having fun, e.g. watching TV or playing scrabble)


3) By Usage Occasion and Time of UseBoroplus which showed occasions like shaving, nick and cuts, chapped lips, winter dryness, nappy rash to suggest expanded uses for the antiseptic cream.

Cadbury Celebrations was launched to leverage the adult gifting segment. Research showed that two of the largest occasions for gifting in India were Raksha Bandhan and Diwali. Cadbury now has been special pack and advertising that present


4) Price-Quality by Usage Occasion and Time of Use

Peter England (the honest shirt)Big Bazaar Westside (surprisingly affordable)Indian Airlines (Apex fares)Nirma


Hence a brand can “break-even” in those areas where

their competitors are trying to find an advantage and

can achieve advantages in some other areas, the brand

should be in a strong – and perhaps unbeatable –

competitive position.

Why me ?Points of Difference Associations

PODs are Strong, Favourable, Unique

brand associations for a brand. They may

be based on virtually any type of attribute

or benefit association.

Brand

• Gillette Double Edged Blade

• Dove Soap One Fourth Moisturiser

• Orchid Hotels Eco – Friendly Hotel

• Ariel Detergent Performance

• Ceat Tyres Tough

• Maruti Service After Sales Service

• Maggi Food in two minutes

• McDonalds Burgers that taste the same

• Saffola 98% Fat free

• Asian Paints Computerized Shade Cards

• ICICI Bank First Internet Banking Service

• Scotch Brite Scrub with Sponge & Coir

Differentiating Parameter

Point of Difference Associations

POPs vs. PODs

The critical task is to identify a POD. How is the brand going to be different from other brands in the category

Category Brand POP PODToothpaste Anchor White Vegetarian

Taste PriceFoam

Cars Tata Indigo LooksInterior space

Power Ride comfortably

Scooters Honda Activa Power StylePrice

KwalityWalls

AmulIce-cream

Indianness

Moppet

Gujarat / Anand

Value for Money

Real Milk Ice-cream

Dr. Kurien

Youth

Enthusiasm

Fun

Colourful

Attitude

Premium

POPs vs. PODs

Healthy

Refined Oil

Little Kid

YellowFood

Sundrop

Saffola

Heart Attack

Fitness

POPs vs. PODs

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USP

USP - Definition

Having a USP will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you:

Unique - It clearly sets you apart from your competition, positioning you in more logical choice.

Selling - It persuades customer to exchange money for a product or service.

Proposition - It is a proposal or offer suggested for acceptance.

Winning USP examples

The following are 6 powerful USPs that alleviate the "pain" experienced by the consumers in their industries..

Example #1 - Package Shipping Industry

Pain - I have to get this package delivered quickly

USP - "When it absolutely, positively has to be there overnight." (Federal Express)


Example #2 - Food Industry Pain - The kids are starving, but Mom and Dad are too tired to cook!

USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)(This USP is worth $1 BILLION to Dominos Pizza)

Example #3 - Real Estate Industry Pain - People want to sell their house fast without loosing money on the deal.

USP - "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value"


Example #4 - Dental Industry Pain - Many people don't like to go to the dentist because of the pain and

long wait.

USP - "We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes" or you will receive a free exam.“

Example #5 - Cold Medicine Industry Pain - You are sick, feel terrible, and can't sleep.

USP - "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine." (Nyquil)


Example #6 - Jewelry Industry Pain - The market hates paying huge 300% mark-ups for

jewelry.

USP - "Don't pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we'll buy it back.“

How to create your “USP”

How To Develop Your Unique Selling Proposition (USP)

Your USP is the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service.

Step 1: Use Your Biggest BenefitsStep 2: Be UniqueStep 3: Solve An Industry "Pain Point" Or "Performance Gap“Step 4: Be Specific And Offer ProofStep 5: Condense Into One Clear And Concise SentenceStep 6: Integrate Your USP into ALL Marketing MaterialsStep 7: Deliver On Your USP's Promise

How to create your “USP”

Proposition Examples:

Hallmark: When you care enough to send the very best. Subway: Subs with under 6 grams of fat. "You get fresh, hot pizza delivered to your door in 30

minutes or less -- or it's free." Domino's Pizza "When your package absolutely, positively has to get

there overnight" Fedex “Little drops of joy" Coca-Cola "Diamonds are forever ..." DeBeers "The ultimate driving machine" BMW "The best a man can get" Gillette

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USP

Repositioning – Gaining competitive advantage

Over time a great brand idea doesn’t change, only its expression does.

Renewing and refreshing the expression to ensure continuing relevance is a challenging journey.

So if Surf is about Champion Mother and yesterday’s dirty kids, modern parenting is all about good mothers who allow

their kids to get dirty.

Uw -session_xi,_xii_-_tb

Business

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