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Market Positioning

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The Marketing PlanningProcess

Market Situation Analysis

Customer Company Competition

SWOT

Marketing Objective & Strategy

Marketing Mix

Advertising Objective & Strategy

Promotion PlaceProduct Pricing

Strengths Weaknesses Opportunities Threats

Marketing Problem

Market Share Target Segments Positioning

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Advertising

Strategy

Advertising

Objective

Marketing

Objective

Marketing

Strategy

Segmentation

Target Group

Positioning

Audience

Key Message

Proposition

Style/Design/Tone

Idea/Concept/

Campaign

role of

advertising

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Positioning

A imperative of the marketing strategy.

What the Brand stands for in the consumers mind in

a unique way (vis--vis the competing brands).

The distinguishing factor among a crowd of brands.

Creates a clear association between the consumer and

the brand.

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Steps to derive Positioning

Identify competition.

Analyze customers.

Determine how competition is perceived and evaluated (onrelevant attributes).

Determine competitors positions (as perceived by consumers).

Look for a hole - a distinct position (should be relevant toconsumers life/lifestyle).

Select, communicate and monitor the positioning.

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Lux

Fair & Lovely

DettolDove

Lifebuoy

Liril

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Positioning Approaches

By Product Attributes or Consumer Benefits

search for a relevant, unique product characteristic

(consumer benefit) that is unexploited.

Car Industry (International):Honda : Economy

Toyota : Reliability

Volvo : Safety (durability)

BMW : Performance (engineering)

Mercedes : Luxury

Volkswagen : Value for Money

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Positioning Approaches

By Product Attributes or Consumer Benefits

search for a relevant, unique product characteristic

(consumer benefit) that is unexploited.

Car Industry (India):Zen : Smooth drive

Santro : Power driveIndica : Value for money

Maruti 800 : Economy

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Positioning Approaches

Price-Quality Approach

Price

Quality

high

low

low high

Cheap Economy

Rip-off Overcharging Premium

High ValueGood Value

Expensive

SupermarketStreet Shop

Dept. Store?

Reg. Store

Boutiques

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Positioning Approaches

User Approach

user image profiling by the brand (personality based).

association through a rub-off effect on the brand.

User could be:

a celebrity (Sachin, SRK, AB, Sehwag, ..).

an expert (Colgate, Saffola, Ponds, Sunsilk, Nikon,).

an ordinary user (Whisper, Dove, Vim, Tide, DeBeer,).

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Positioning Approaches

Product Category Approach

positioned differently from the entire product category. as a new or superior alternative.

most sub-categories or new categories start like this.

examples:

Dove - as a moisturizer as against soaps. 7-Up, the uncola drink.

Rechargeable NiCd batteries against alkaline batteries.

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Positioning Approaches

Competitor Approach

a comparative positioning against a specific competing

brand.

on one or more product characteristics.

examples: Pepsi with its blind tests against Coke.

Avis, a car rental company against Hertz.

Burger Kings against McDonalds.

SpritePepsi - Thums Up.

SantroIndica - Zen

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