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8/21/2019 brandpositioningpbm-091030232407-phpapp01

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Amity Business School

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POSITIONING :

The Battle for Your

Mind


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A concept so simple,

people have difficulty in understanding

how powerful it is!


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What is Positioning ?

Positioning is owning a piece of consumers mind Positioning is not what you do to a product

Its what you do to the mind of the prospect

You position the product in the prospects mind Its incorrect to call it Product Positioning Ries & Trout


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Positioning

Colgate

Is

Protection

Gillette

Is

QualityLUX

IsGlamour

AXE

IsSexual

Attraction

Ponds DFTIs

Confidence

Examples


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Brand Identity and Brand Image

Brand Positioning


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To position a

product/service in the

minds of consumersrelative to competitors

Ries and Trout


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A reason to be

The brand has to bedistinctive, relevant and

appealing to its target

audience


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Positioning Positioning refers to how organizations want their

consumers to see their product

Positioning = Segmentation + Differentiation Slotting your product in the consumers mind.

Who am I? Why buy me?

Positioning starts with the product.But Positioning

is not what you do to the product. Positioning is what

you do to the mind of the prospect - Ries and Trout


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The assault on our mind

The media explosion

The product explosion

The advertising explosion

So little message gets through that you ignore the

sender and concentrate on the receiver Consumers only accept what is consistent with prior

knowledge or experience

Very difficult to change the perception once formed


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The easy way to get into a persons mind is to be first

Xerox, Kodak, Polaroid, Sun TV, The Hindu

If you didnt get into the mind of your prospect first, then

you have a positioning problem Better to be first than be best

Even if you are not first, be the first to claim a uniqueposition in the mind of the consumer

Miller Litefirst lite beer and Becks Beer first beer popular inGermany

In the positioning era, you must, however, befirst to getinto the prospects mind


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The basic approach is not to create something new ordifferent, but manipulate whats already in the mind

To find a unique position, you must ignoreconventional logic

Conventional logic says you find concept insideproduct

Not true; look inside prospects mind

You wont find an uncola idea inside 7-up; you find itinside cola drinkers head

How it is done


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Brand Positioning : Complan Complan for what?

Enriched with 23 vital nutrients in right quantity and

proportion essential for healthy growth Complan for whom?

A brand for growing children

Complan for when? Higher nutrition needs

Packaging

Complan Boy/Complan Girl


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Brand Positioning : Complan

Complete planned food


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Boost for what?

For fitness and health

Boost for whom? For the young and the sportyKapil Dev, Sachin

Tendulkar and Virender Sehwag

Boost for when?

Whenever and wherever energy is needed

Packaging

Tall cylindrical straight jar that symbolizes athleticismand fitness

Brand Positioning : Boost


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15Boost is the secret of my

energy

Brand Positioning : Boost


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Bournvita for what?

For nutrition and health

Bournvita for whom? For a growing kid who is healthy, intelligent, energeticand glowing

Bournvita for when?

Everyday to ensure you are energetic throughout theday

Packaging

A tall cylindrical straight jar that reflect energy,enthusiasm and vigour

Brand Positioning : Bournvita


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Brand Positioning : Bournvita

Poshan bhi swaad bhi


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Do not boast of being number 1, implies insecurity

about leadership (Cokethe real thing)

Single Position StrategyEach brand occupying a

single unchanging position in the mind of thecustomer

Cheaper to introduce new brands

Introduce new brands instead of changing existingSafari

and Sumo

Change is inevitable and leader must be willing to

embrace change.


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It is always better to be first and establish leadership

If the product is not first, then it must find anunoccupied position

Munch ka crunch Mahaan Chocolate with a crunch

Avis is only No. 2 in rent-a-car, so why go with us? We tryharder.

A product that seeks to be everything to everyone willend being nothing to everyone


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You concentrate

on the perceptions of theprospect, not the reality of the

product- Al Ries & Jack Trout


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Its difficult to change behaviour,

but easy to work with it


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Understand the role of words and how they

affect people

Turtle vs. Lexus

Be careful of change

Disney

Need vision

Long term / Not on technology or fad


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Start by looking not at the product but at theposition in the market that you wish to occupy, inrelation to competition

Think about how the brand will answer the mainconsumer questions

What will it do for me that others will not?

Why should I believe you?

Try to keep it short and make every word count andbe as specific as possible

Vagueness opens the way to confused executions


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Key Insight is seeing below the surface / seeinginside the consumer

Insight expresses the totality of all that we knowfrom seeing inside the consumer

An insight is a single aspect of this that we use to

gain competitive advantage

By identifying a specific way

That the brand can either solve a problem or

Create an opportunity for the consumer


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Key Insight

I wish to get marriedto a handsome prince


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Key InsightFragrance of my current talc does not last long

and I miss opportunities to enjoy life


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Key Insight

Soap leaves my skin

feeling dry and tight


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It will require two separate thoughts to be related to

each other in a new and fresh way

Insight will generally be enduring

Often the process will lead to several insights

The one to use is the one that offers to be the source

of greatest competitive advantage


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No need for insight to change if you have identified

the higher-order needs of consumers

Keep asking why to find the real need behind the

obvious insight

Remember, the insight is always the basis for a

brands positioning


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Proper Positioning

Proper positioning

Clarifies what the Brand is all about

How it is both unique and similar to

competitive brands

Why customers should purchase anduse the Brand


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you must decide :-

Who the Target Consumer is

Who your main competitors are

How the Brand is similar to your

competitors

How the Brand is different from yourcompetitors

Where do you get this information?

Your BRAND INVENTORY!!


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Communicate category membership

This is the frame of reference, wherecustomers can activate what they knowabout the category and how apply it.

How? Communicate category benefits Compare your product to exemplars

Rely on product descriptor

How do I begin to Position myBrand?


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BeCrystal clear

Be Consumer-based Be relevant and credible to the consumer

Write in consumer language and from consumers view point

Be Competitive Be distinctive Focus on building brand elements into powerful discriminator

Be persuasive

Be sustainable


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Attributes and benefits of the product

Competition

Product user

Product use or application

Product class

Cultural symbols


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Identify Competitors.

Determine most important attributes

consumers use in choosing a brand.

Determine consumers perceptions ofcompetitors.

Determine perceptions of your brand

What is the ideal brand for your marketsegments?

Assess best positioning strategy

Track image of brand over time

STEPS IN POSITIONING


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Brand Positioning

Brand Positioning

Brand positioning is all about identifying

the optimal location in our customersminds for our Brand and our competitors.

Proper positioning makes it easier tofacilitate understanding of our Brand.

Taken to its logical conclusion, you mightthink of the Principle as an indicator of abrands position.


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First Steps.

The first step is to identify and establish Brand

positioning and brand values (Keller) Positioning is the foundation for creating and fostering

the desired knowledge and perceptions of your

customers

remember our 3 types of associations in memory? We can really only manage one (positive), can

respond to a second (negative), and have no

control over the third (idiosyncratic)


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The Integrated Brand Model

Six elements that define a brand Unified

Leverage each other

Brand Drivers a function of Organization Drivers

These six elements serve as a roadmap to ourBrand Equity model

At every step, we can figure out what to do from

our Brand and Organization Drivers


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Brand Positioning Guiding Principles.1. A brand's positioning should be updated every three tofive years, or as often as needed to update the

company's overall growth strategy.2. Positioning should drive all of an organization's brandstrategies, as well as revenue and profit streams.

3. Senior management has to lead the charge inimplementing a brand's positioning.

4. Employees, not advertising agencies, bring a brandpositioning to life.

5. A strong brand positioning is customer driven and fits

with customer perceptions of the brand.


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Points of Parity?

The frame in which we are

competing!

E.g. Subways Dove

Positioning - The Process.


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POP and POD

Points-of-differenceunique brand

values Desirable

Deliverable

Points-of-parityshared brand values

Necessary

Competitive


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Nuts and Bolts How do I decide on my PODs and POPs?

POPs

Analysis of category

What attributes do all of my competitors have? I probably

need to have those, or my competitors automatically have a

POD

POPs get you included in category

PODs are more difficult

Dont use PODs that are product centric (dominate competition)

but customer centric (uniquely address need of customer)


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POP and POD

POD (Point of Difference)

Strong, favorable, unique brand associations May be any kind of attribute or benefit

Two types of PODs

Attribute Based

Functional, performance related differences

Image Based

Affective, experiential, brand image related

differences


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POP (Point of Parity)

Associations that are shared with other brands Two types

Category: attributes that are required to include yourproduct as a member of that category

Competitive: POP that negate your competitors PODs

POPs can be good enough, but PODs should besuperior


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POP AND POD: BMW overthe years

1971

1975

1985

1991

Intern ational

Desirabi l i ty

Fun to d r ive

Econom ical

Aff luence, exclus iv i ty

Fun to dr ive

Aff luence, exclus iv i ty

Fun to dr ive


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Establish POP and POD inmarketplace

Difficulty: Many attributes that make up POP and PODs

are negatively opposed

Low price vs. High quality

Tastes Great vs. Less filling

Separate the attributes

Leverage equity in another entity

Redefine the relationship


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Brand Positioning

Statement

For women ages 25-55, Loreal Revitalift Anti-wrinkle and

firming cream reduces facial wrinkles and firms your skin.

NO REASON WHY!


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Positioning Strategies

Product Attribute or Benefit approach

Price-Quality approach

User approach

Product category approach

Competitor approach


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Product Attribute or Benefitapproach

Volvo stands for safety

BMW for performance

Mercedes for luxury

Dermi Cool (prickly heat powder that cools)


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Positioning StrategiesUSER APPROACH

Loreal with Aishwarya

Rai, Revlon with CindyCrawford etc.

The Marlboro Man,

Thums up is also trying to

reinforce its for grownups image by using a

macho celebrity route

(Akshay Kumar).

PRICE_QUALITYAPROACH

Baja Auto:Value-for-money, foryears.

Zenith Computers:MNC quality, Indian

price.


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Positioning Strategies

PRODUCT

CATEGORY

APPROACH

Diet beers (from

kingfisher) and ice beers

(from United Breweries)

as against the regular

beer.

COMPETITOR

APPROACH

Captain Cook (free flow

vs. Tata Salt)

Savlon (does not sting vs.

Dettol)


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