Chap 3, brand positioning

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    29-Nov-2014
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Brand Positioning is the most important term in the area of branding. Making position of company either leader, Challenger, Nicher, & almost at all distinctive qualities are prime part of business in any company. Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution. regards Rajesh Kumar Marketing Head JR Infotech www.jrinfotech.com Prof: IMT-CDL(DIMS)

Transcript of Chap 3, brand positioning

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  • 3. . . Millions in R&D for ingredient Ace-K (artificial sweetener) 37,K hours to design the can 100 Million Marketing budget Original Target Market 20-30 yo Males who did not like taste of diet colas
  • 4. ..Brand Positioning:An act of designing the companys offer and image so that it occupies a distinct and valued in the target customers mind.Finding a proper location in the minds of a group of consumers or market segment so that they think about a product or service in the right or desired way.
  • 5. .It is at the heart of the marketing strategy.The act of designing the companys offer and image so that it occupies a distinct and valued place in the target customers minds.
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  • 7. .. Marketers need to know: Who the target consumer is Who the main competitors are How the brand is similar to these competitors How the brand is different from them
  • 8. .. Four main segments Sensory segment Flavor and product appearance Sociable Flavor, Brightness Brightness of teeth Worriers Decay Prevention Independent 3 stripes, one for Low Price each of the 3 main Decay Prevention segments
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  • 10. .. Consumer Business-to-business Segmentation Bases Segmentation Bases Behavioral Nature of good E.g. user status E.g. Semi-finished Demographic Buying condition E.g, age, income E.g. Location Psychographic Demographic E.g. values, lifestyle E.g. SIC code Geographic No of employees E.g, local, regional, interna Sales volume tional
  • 11. .. Identifiability: Can we easily identify the segment? Size: Is there adequate sales potential in the segment? Accessibility: Are specialized distribution outlets and communication media available to reach the segment? Responsiveness: How favorably will the segment respond to a tailored marketing program?
  • 12. .. Deciding to target a certain type of consumer often defines the nature of competition Do not define competition too narrowly Ex: a luxury good with a strong hedonic benefit like stereo equipment may compete as much with a vacation as with other durable goods like furniture
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  • 14. .. Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Points-of-parity associations (POPs): on the other hand, these are not necessarily unique to the brand but may in fact be shared with other brands.
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  • 16. .. Defining a competitive frame of reference for a brand positioning is to determine category membership. The preferred approach to positioning is to inform consumers of a brands membership before stating its point of difference in relationship to other category members.
  • 17. ..Desirability criteria (consumer perspective) Personally relevant Distinctive and superior Believable and credibleDeliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible, and difficult to attack
  • 18. . . 1991 1985 1975 1971 Affluence, exclusivity Fun to drive Affluence, exclusivity Fun to drive Fun to drive Economical International Desirability
  • 19. . Price and quality . Convenience and quality Taste and low calories Efficacy and mildness Power and safety Ubiquity and prestige Comprehensiveness (variety) and simplicity Strength and refinement
  • 20. . . Establish separate marketing programs Leverage secondary association (e.g., co-brand) Re-define the relationship from negative to positive
  • 21. .. Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map of a brand Relate to points-of-parity and points-of- difference Mental map Core brand values Brand mantra
  • 22. .. Built upon core brand values Makes a core brand promise Heart and soul of brand 3-5 word phrases Generates spirit of the brand Helps position the brand
  • 23. . An articulation of the heart and soul of the . brand similar to brand essence or core brand promise Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values Considerations Communicate Simplify Inspire
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  • 25. . Brand function - nature of product or. service; performance, entertainment Descriptive modifier - specific functions; athletic performance, family entertainment Emotional modifier - how brand delivers benefits; authentic, fun
  • 26. .. The term brand functions describes the nature of the product or service or the type of experiences or benefits the brand provides. The descriptive modifier further clarifies its nature. The emotional modifier provides another qualifierhow exactly does the brand provide benefits, and in what way?
  • 27. .. Emotional Descriptive Brand Modifier Modifier Functions Authentic Athletic Performance Nike Fun Family Entertainment Disney Fun Folks Food