BRAND POSITIONING

Brand positioning – heart of marketing strategy

Brand Positioning

“ Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind”

Philip Kotler

“ 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

FIRMS CAN POSITION ON THE BASIS OF

Attributes attached with product or service

High-tech image of companyBenefitsCategory of user using this productComparison with competitorsEntire range of services

To find a unique position, you must ignore conventional logic

Conventional logic says you find concept inside product

Not true; look inside prospect’s mind

You won’t find an uncola idea inside 7-up, but inside cola drinker’s head

HOW SOME OF THE BRANDS ARE POSITIONED IN THE INDIAN MARKET

Face cream: Fair and Lovely

In the initial stages it positioned itself as fairness cream for the young women who wants to attract a better

looking husband. "Get noticed by the man of your life.“

Later Emotional benefits for achievers who actively seek solutions and do not

look at marriage as the ultimate source of personal achievement.

Fairness leading to Beauty leading to Good husband to Fairness leading to Self-confidence leading to Good career.

The basic approach is not to create something new or different but manipulate what’s already in the mind of the consumer

Fair and Lovely would not be a commercial success if it was not advert its not “ being known” would not change the class structure the Indian society and high societal value it places lighter skin tones

Cream that fulfilled one’s Dreams and desires

Has been maintaining its millions of young customers trust and perceived value toward brand and ruling the fairness cream market in India

3 Types of Positioning o Value Positioningo Benefits driven Positioning o Problem L Solution Positioning

Balm: Vicks Vapourub

It is a tool to differentiate different brands by the consumer in their own way

Initially targeted at children as a rub for child’s cold

Balms VICKS Vapourub

Multi-purpose Colds Adult Child Day-time Night Forehead(colds) Nose, Throat Specific area of pain Chest and Back

Two way action : inside and outside action

Positioned along Mother's Love platform Vaporub pioneered the concept of " Touch

therapy" linking it to the rubbing of vaporub on the child's chest.

The recent ad campaign also involves " father " in to the picture. The ad shows a father taking care of the child using Vaporub when the mother is away

The smart positioning and campaigns has ensured the brand retaining the top position in the market

Marketed by P&G as “the only thing more powerful than a mother’s touch

Ballpoint pens: CELLO

Ball pens forms the biggest chunk of the pen market in India

Cello is at the pinnacle in the Indian pen industry

1996- Introducing the rubber grip which made writing easier

Smart looking high performance ballpoint pens

Be it a school kid , a college student , a young professional or a senior executive, there is a Cello for every one

Matchbox: Homelite Safety

Superior qualityExtra long match sticks  lasts Sticks of this match box burns with

one strike without any sparkleAvailable in different sizes.

CAR: Maruti Suzuki 

Full line of brands covering various price points

Keeps that customers happy Fuel efficient Positioned itself as

aspirational- loaded- young car for

A Star successful ones

New Multi Purpose Vehicle – Eeco

ALTO K

1O Best

mileage car in India

common man’s car