Workshop on

Brand Positioning

Task-11. Make a choice regarding a new product that you

wish to market.– Idea generation– Screening– Test marketing

2. Clearly specify its:– Product attributes– Target market

3. Prepare a brief about the marketing mix strategy

Task-2

Identify for Brand X:Points-of-ParityPoints-of-Difference

Task-3

Assess each POP and POD on:• Desirability criteria (consumer

perspective)– Personally relevant– Distinctive & superior– Believable

• Deliverability criteria (firm perspective)– Feasible – Profitable– Pre-emptive, defensible & difficult to attack

Task-4

Decide brand X’s positioning strategy:• Who am I?– Positioning by corporate Identity– Positioning by brand endorsement

• What am I?– Category related positioning– Benefit related positioning– Usage occasion and time related positioning– Price-Quality positioning

• For whom am I?– Positioning by Target segment

• Why me?– Positioning by unique attributes– Positioning by competitors

Task-5

Develop Positioning statement that clearly specifies:Target audienceFrame of referenceBenefit/point of differenceReason to believe

Task-6

Evaluate your positioning statement….• Is it memorable, motivating and focused to the core

prospect?• Does it provide a clear, distinctive and meaningful

picture of the brand that differentiates it from the competition?

• Can the brand own it?• Is it credible and believable?• Does it enable growth?• Does it serve as a filter for brand decision making?

Task-7

• Do you anticipate any possible errors in your chosen positioning strategy????

Thank You!