mod 3 a position

8/4/2019 Mod 3 a Position

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Module 3 A

Brand Positioning - Basics


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POSITIONING

perception in the mind of target consumer

Positioning - relative w.r.t competingbrands


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POSITIONING

FunctionalBenefits

Personality

Traits

EmotionalBenefits

Consumer Expectation Filter

Consumer Experience Filter

C o n s u m e r

A t t i t u

d e

F i l t e r

C on

s um e r B

e l i e f F i l t e r

Self

ExpressiveBenefits


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Consumer Filters??

How do these filters operate? What to do about these filters?


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Positioning Marketers need to know:

Who the target consumer is? Who the main competitors are? How is the brand similar to these

competitors? How the brand is different/ unique from

these competitors?


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Case: Know the consumer?

Toothpastes: The sensory segment flavor & product

appearance The sociables brightness of teeth The worriers decay prevention The independents low price


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POPs & PODs

Points of Parity?

Points of Difference?


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Points of Parity

Category Parity Competitive Parity


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Choosing PODs

Relevance Distinctiveness Believable Feasible

Communicable Sustainable


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POPs and PODs

Toilet Soaps (Dove) Automobiles (Fabia) Catch salt Newspaper Vs Tabloid Vs Financial

Newspaper


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Negatively correlated PODs

How to deal with them?


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Case : Diet Coke

Coke with Splenda Coke Zero Coke C2 Diet Coke Lime, Lemon, Vanilla,

Caffeine free, Cherry


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How to Position ?


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Criteria for Successful PositioningThe positioning must be :1. Correctly and clearly targeted

Ability to see the consumer

2. Unique & Distinctive Now exercise the ATM power, Citibank

unfixed deposits

3. Relevant to target needs Benefit oriented & not feature-driven


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Criteria for Successful Positioning

The positioning must be :4. Consistent :

a) across the range Philips/ 3M - Innovation

b) across the Mix - Maggi Noodles atta noodlesc) thru time Marlboro, Lux

5. Coherent with other brand signals Classic Cigarettes

Cigarette (length, paper, tobacco blend), Packaging(Premium), Advertisements (Upmarket Print),Sponsorships (Polo, Golf), Pricing

6. Supported with adequate marketing spend


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Positioning Schemes


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Positioning Types Scheme 1

Feature Driven Problem Solution Target Driven Competition Driven Emotional/ Psychological

Benefit Driven Aspirational Value


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Feature Driven Positioning

tangible high credibility Clarify clearly whats for sale Easily copied

Wrinkle-free trousers, Instant coffee


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Problem-Solution Prompts

solutions to problems in daily lives Direct & very credible

Colgate controls tooth decay & bad breath Clearsil prevents/ treats acne (pimples) Mortein kills rats effectively outside the

house

Ability to deliver vs Measurability


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Target Driven Positioning

who buys i.e focus on target consumer Louis Philippe for the upper cr est Femina for the woman of substance

Thums Up for grown up youngsters


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Competition Driven Positioning

judge -me-by-my- rival approach Dettol stings, Savlon does not Avis works harder


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Emotional/ Psychological Positioning

satisfy emotional/ psychological needs Dettol helps you protect your family Ceasefire allows users to overcome the fear of a

fire calamity


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Aspiration Positioning

offer prospects a place they might like to goor like to be or achieve a state of mind Timex offers a sense of sporty ruggedness

Marlboro allows you to feel like ClintEastwood

Reebok allows you to be the person you want tobe


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Value Positioning

Based on giving worth for money paid Nirma stands for the affordable way to wash

your clothes clean

Rin : Jara sa Rin Newport : Expensive jeans for Rs 399


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Positioning Types Scheme 2

Who Am I ?

What Am I ?

For Whom Am I ?

Why Buy Me ?


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Who Am I ?

A. Corporate Identity Godrej Philips

BPLB. Brand Endorsement (Umbrella branding)

Lifebuoy Plus, Lifebuoy Gold, Lifebuoy Liquid(i.e I am a healthy soap product)

Kissan Jam, Squash, Tomato Puree, Ketchup (i.e I am a processed natural vegetable product)

These are usually employed in case of extensions.


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What Am I ?

A. Category Related (Swatch) A Skimmed Milk Powder can be :

Reconstituted Milk Whitener for Tea/ Coffee Low Calorie Diet Option


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What Am I ?

B. Benefit Relateda) Feature & Attribute

Videocon Bazooka

b) Rational Benefit Instant Miscibility

c) Emotional Benefit For mothers who care about giving only the best


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C. Usage occasion & time of use Britannia Marie is a tea time biscuit

a) To differentiate similar products Cadburys Perk : thodi si pet puja pacifies hunger

Picnic : kuch jyada hi solid Break : relieves tension

b) To position a product line Lee & Leesures Arrow & Arrow Casuals

c) To broaden the market Burnol for burns vs. the antiseptic cream for

wounds, cuts and sores

What Am I ?


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D. Price Quality Related Surf, Surf Ultra Lakme Ultra Premium

Dispirin Plus Vim Popular Maruti Zen LX, VX, AX

What Am I ?


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A. Demographic Fit 30 Plus Weekender Kids

Farex for infants between 3 months and one yearB. Behavioral fit : Light/ Medium/ Heavy users

DHL Jumbo J & J Baby shampoo : mildness for frequent wash

C. Psychographic fit Pepsi for the new generation Wild Orchid for the outgoing extrovert

For Whom Am I ?


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A. Unique Attributes Organics with Glucasil Ariel with wash boosters

BPL with QPF (Quadra Point Focus) Godrej PUF, BPL Frost free

B. Superior to competition Avis we try harder because we are no. 2

Why Buy Me ?

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