Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
POSITIONING
Identifying and Analyzing Competitors
INDUSTRY COMPETITION: Products close substitute to each other
MARKET COMPETITION: Companies satisfying same customer needs
POINTS OF DIFFERENCE
Attributes or benefits that consumers strongly associate with a brand, positively evaluate and believe that they could not find the same extent with a competitive brand.
POINTS OF PARITY
Attributes or benefits that may not be unique to the brand but may in fact be share with other brands
Savlon highlighted its ‘no sting’ property to counter the category perception and strong brand association created by Dettol.
DESIGNING A BRAND MANTRA
• COMMUNICATE : Define the category
• SIMPLIFY : Should be memorable
• INSPIRE : Meaningful and relevant
Disney adopted an internal brand mantra of “FUN FAMILY ENTERTINMENT” to serve as a screen for proposed ventures
Establishing Brand Positioning
After determining the brand positioning strategy, marketers should communicate it to everyone so it guides their words and actions
Alternative Approach to Positioning
1.Brand Narratives and Storytelling2.Brand Journalism3.Cultural Branding
RECAP
• Positioning• Methods to determine positioning• Establishing brand positioning• Alternative approach to positioning
These slides were created by
Arushi Agrawal, IIT Kanpur, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )