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INTRODUCTION

In these days of technology parity, it does not take long to duplicates. Moreover, with the availability of increasing number of brands, the consumers has little patience or the wit to swift through and judge the uniqueness of features claimed by each of the brands. So, how does one ensure that one is seen and heard in overcrowded market place? The answer lies in brand positioning, one of the most powerful concepts in the marketing world, which enables the seller to win the marketing battles by influencing the consumers mind set.

Did you know?

Dental caries according to WHO is still a major health problem in most industrialized countries as it affects 60%-90% of school-aged children and the vast majority of adults*

Around 63% of the Indonesian population suffer from serious caries problem, averaging to 189 caries per person (Source : Susanas 1998 and SKRT 1995)* About 1.3% of the Indonesian population have dental problems every month reaching an average of school or office disturbances of 386 daily (Source : National Research & Development Institute, MOH RI; Perception & Motivation from Dental Care Community - National Economic & Social Survey 1998)*

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Brand Positioning

Positioning a brand in the consumer's mind is critical to brand success. In an age sameness, a brand must tout a variety of product or brand features and benefits, by drawing attention to them and promoting their value to the consumer.The act of developing certain Brand characteristics and promoting themis one of the few ways a brand can be differentiated. Your own market is probably saturated with products that all look similar and offer thesame benefits. Since most products or brands have a variety of features, such as speed, accuracy, size, functionality, cost, style, specs, and more, each of these can be emphasized if they are truly critical to a segment of the consumer market. If you want your brand to be known for a subset of positioning the product brand in consumer's minds as being about those attributes. You position a brand in order to establish your product as a superior choice to competitors. Whats important to know is that many of your competitors will position their products and brands the same way you intend to. That's when brand credibility comes into play. If you can communicate your brand positioning better, then consumer's will view yours as the most attractive or most credible. The credibility factor might only be delivered via the style of your brand communication At this level of brand strategy where products are very similar, it takes experience and expertise to fashion a strategy that gives you an advantage. At Brand Identity Guru, we analyze your brand assets and determine which features and benefits need to be in your brand or products value proposition to the customer. We'll use and describe these assets in a way that makes them more attractive and compelling than your competitors. Where there is no discernible brand advantage, we'll find one or create one and get your product effectively differentiated and promoted.

Positioning has 4 components:

The 1st component is the product class or product category in which the brand is to operate. To give a specific name to such a category is not always easy since boundaries are fluid e.g A moisturizing lotion may decide to position itself in the cold cream market .The 2nd component is consumer segmentation. It is impossible to think for a brand without , at the same time, considering the segment forwhich it offers benefits that other brands dont. Positioning and 2

segmentation are like two sides of a coin, inseparable and integrated.The 3rdcomponent is perceptual mapping, an essential tool to measure where brands are located in the perceptual space of target consumer.Brand benefits and attributes make up the 4th component of positioning, a consumer can allot a position in his mind only to a brand whose benefits are meaningful to him. He compares and places bands in relation to these desirable benefits. The concept of perceptual space forms the theoretical basis for brand positioning. The consumers mind is regarded as the geometric perceptual space, with product categories and brands occupying different points in that space. The search for vacant positions in the market be conducted with reference to the preferred benefits and the preferred importance of such benefits. These preferences are portrayed in the form of preference maps.The 1st purpose of Preference Mapping is to measure the gap if any between the position of the brands as actually perceived and the preferred or ideal position of its target segment.The 2nd purpose is to discover holes or vacant positions in the market because they represent opportunities for new products.Positioning is the pursuit of differential advantage. It is placing your product in a certain distinct and preferably unique ways in the consumers mind. Strategy is how to get to that positioning. Brand Image

Brand image describes a products personality beyond its physical characteristics and positioning in building brand image. Like brand personality, brand image is not something you have or you don't! A brand is unlikely to have one brand image, but several, though one ortwo may predominate. The key in brand image research is to identify ordevelop the most powerful images and reinforce them through subsequent brand communications. The term "brand image" gained popularity as evidence began to grow that the feelings and images associated with a brand were powerful purchase influencers, though brand recognition, recall and brand identity. It is based on the proposition that consumers buy not only a product (commodity), but also the image associations of the product, such as power, wealth, sophistication, and most importantly identification and association with other users of the brand. In a consumer led world, people tend to define themselves and their Jungian "persona" by their possessions. According to Sigmund Freud, the ego and superego control to a large extent the image and personality that people would like others to have of them.Good brand images are instantly evoked, are positive, and are almost always unique among competitive 3

brands.Brand image can be reinforced by brand communications such as packaging, advertising, promotion, and customer service, word-of-mouth and other aspects of the brand experience. Brand images are usually evoked by asking consumers the first words/images that come to their mind when a certain brand is mentioned (sometimes called "top of mind"). When responses are highly variable, non-forthcoming, or refer to non-image attributes such as cost, it is an indicator of a weak brand image.

SNAPSHOT OF TOOTH PASTE BRANDS

Todays companies are operating in macro environment forces. They are facing the toughest competition ever. So, all the companies are involved in winning customers and out performing competition. Indian tooth paste industry is one of the country largest market. The Indian tooth paste market is very big. Large numbers of manufacturers are present. They are trying to go at top most position.

Hindustan Lever Limited

Hindustan Lever Limited (HLL) is India's largest fast moving consumer goods company with leadership in Home & Personal Care Products and Foods & Beverages. HLL's brands spread across 20 distinct consumer categories, touch the lives of two out of three Indians. If Hindustan Lever straddles the Indian corporate world, it is because of being single-minded in identifying itself with Indian aspirations and needs in every walk of life.

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Close-up, a HLL product is the original youth brand in India the first brand targeting youth in the oral care market. Ever since its launch in 1975, Close-up has broken every rule in the book on how toothpastes should behave! Close-up was the first gel toothpaste to be launched in India and has led the gel toothpaste segment ever since. In 2004, Close-up was relaunched with a bang. And this time it was packed with the power of Vitamin Fluoride System a powerful mix of Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect combination of ingredients for fresher breath and stronger, whiter teeth. Close-up is now the first Gel toothpaste with Fluoride in the Indian Market! Close-up also includes toothbrushes.

Pepsodent, a HLL product launched in 1993, was the first toothpaste with a unique antibacterial agent to address the consumer need of checking germs even hours after brushing. 5

Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product. Pepsodent connects directly with kids and their parents. Pepsodent has always worked in the direction of an overall awareness of dental health. The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night. Pepsodent also includes a range of toothbrushes. INTERNATIONAL DENTAL HEALTH FOUNDATION also approves it.

COLGATE is the product of Colgate-Palmolive ( India ) ltd. Its product line includes Colgate Gel, Colgate Calciguard, Colgate Total, Colgate Sensation, Colgate Simple and others. Colgate Calciguard being shown as an effectively decay premitive, dentifrice and Colgate double protection, which is scientifically proven, provides better protection against plaque and gum disease. Its