2. Positioning
“ The act of designing the company’s image and value
offer so that the segment’s customers understand and
appreciate what the company stands for in relation to
its competitors”.
Philip Kotler
3. Positioning is not what you do to a product
-It is what you do to the mind of the customer
When you listen “Mercedes-Benz” and Rolex watch
The first word that comes to your mind is “prestige”
which have been positioned in our minds in such a
way that whenever we listen to it, we start thinking of
prestige, it is called Positioning
4. Examples
Liril–freshness
Dominos–guaranteed pizza delivery in 30
minutes
Fair & Lovely –fairness cream
Pears–tender skin, like baby’s
Bata–value for money shoes
Woodland–sturdy shoes for adventure sports
Zodiac–fine quality shirts
Allen Solly –casual formal wear
5. To position a brand
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 your competitors
6. 3 C’s of positioning
Customer based
-Be relevant and credible to the customer
-Write in consumers language and consumers point of
view
Competitive
-Be distinct
-Be persuasive
-Be sustainable
Company or Brand
-Better company profile, better the perceived value of
the product.
7. Steps in Positioning
Identify Competitors.
Determine most important attributes consumers use
in choosing a brand.
Determine consumers’ perceptions of competitors.
Determine perceptions of your brand
What is the ideal brand for your market segments?
Assess best positioning strategy
Track image of brand over time
8. How to go into the prospects mind
Be first
Example ; Maggie, The Hindu News paper, Xerox
To manipulate
Example; Fair & Lovely, Dove
Ignore conventional logic
Example ; sprite
9. Guiding Principles….
A brand's positioning should be updated every three
to five years, or as often as needed to update the
company's overall growth strategy.
Positioning should drive all of an organization's brand
strategies.
Employees, not advertising agencies, bring a brand
positioning to life.
A strong brand positioning is customer driven and fits
with customer perceptions of the brand.
