1. Federico D. Aranzamendez III, MD DPBO
Ateneo Graduate School of Business
MBA-H Batch 8
May 2010
CRAFTING THE BRAND POSITIONING
federicoaranzamendeziii@blogspot.com
2. 10-2
Our STRATEGY!
1. Segment the Market
2. Find the target
3. Get the BEST position
federicoaranzamendeziii@blogspot.com
3. – the act of designing a set of
meaningful differences
– to distinguish the
company’s offering from
competitors offerings.
1st Order of Battle
federicoaranzamendeziii@blogspot.com
7. Service Differentiation
10-7
• Ordering ease
• Delivery – fast but careful
• Maintenance and repair
• After sales service
Ways of Differentiation
federicoaranzamendeziii@blogspot.com
11. Positioning Strategy
How Many Differences ?
Be No. 1! Or Do it all!
Which Differences?
PROMOTE THE DIFFERENCE/S
federicoaranzamendeziii@blogspot.com
12. Positioning Strategy
• Important – high value
• Superior -- more benefits
• Communicable – visible “D”
• Pre- emptive – hard to pirate
• Affordable – buyers can pay
• Profitable – company earns
Criteria For Promotion of The “D”
federicoaranzamendeziii@blogspot.com
18. POSITIONING STATEMENT
• Target segment and need
TO
• Brand
OUR
• Concept
IS
• Point of difference
THAT
federicoaranzamendeziii@blogspot.com
19. POSITIONING STATEMENT
• busy professionals who need to be
always in the loopTO
• company, Blackberry
OUR
• a wireless connectivity solution
IS
• gives you an easier more reliable way to stay
connected to data, people and resources while
on the go
THAT
federicoaranzamendeziii@blogspot.com
20. POSITIONING STATEMENT
• average income Filipino families
TO
• company, Camella Homes
OUR
• the biggest developer of residential
communities for low and affordable
segment in the Philippines
IS
• pioneered value for money homes in master
planned communitiesTHAT
federicoaranzamendeziii@blogspot.com
21. POSITIONING STATEMENT
• patients seeking medical attention and
evaluationTO
• Company, EdMed Multi-specialty Clinic
OUR
• a multi-specialty clinic in the centre of
business and residential communitiesIS
• provides you the venue for quality specialty consult and
evaluation with highly trained specialists as well as basic and
more advance instruments for a precise medical and surgical
evaluation
THAT
federicoaranzamendeziii@blogspot.com
23. “
Positioning is not about what you do to a product.
Positioning is what you do to the mind of the
prospect.
That is, you position products in the mind of the
prospect..”
Al. Ries and Jack Trout
CRAFTING THE BRAND POSITIONING
federicoaranzamendeziii@blogspot.com
24. Federico D. Aranzamendez III, MD DPBO
Ateneo Graduate School of Business
MBA-H
May 2010
CRAFTING THE BRAND POSITIONING
federicoaranzamendeziii@blogspot.com
