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!