2. Positioning â The Battle of Your Mind
To succeed, the first step is to position or âsituateâ the
brand in the target consumerâs mind in such a way,
That in his or her perception of the brand,
It is distinctive and offers a persuasive customer value
better than
its competitors.
This is called competitive advantage
3. 3
The Process of Market Positioning
STAGE 1
Identify key offer characteristics
STAGE 2
Draw a perceptual map
STAGE 3
Decide on a competitive strategy
STAGE 4
Design offer attributes, associated
Imageries
STAGE 5
Sustain a competitive advantage
Identify Target Markets
Tangible (colour, size, design)
Intangible reputation, guarantees
Service features identification
And weightage to each of them
Head-On âme tooââ
Position away / avoid competition
Less profitable; on growth
USP
4. Brand knowledge
ïź Associative Network Memory Model
Fresh
Waterfall
Lime
Clean
Bathing
Green and
YellowLIRIL
Brand
Awareness
Brand
Image
5. Brand knowledge
ïź Associative Network Memory Model
Real milk
Dairy
product
Gujarat /
Anand
Dr. Kurien
Indianness (co-operative)
Value for
Money
Amul
Brand
Awareness
Brand
ImageMoppet
7. 7
The Process of Market Positioning
STAGE 1
Identify key offer characteristics
STAGE 2
Draw a perceptual map
STAGE 3
Decide on a competitive strategy
STAGE 4
Design offer attributes, associated
Imageries
STAGE 5
Sustain a competitive advantage
Identify Target Markets Tangible (colour, size, design)
Intangible reputation, guarantees
Service features identification
And weightage to each of them
Head-On âme tooââ
Position away / avoid competition
Less profitable; on growth
USP
STAGE 3
Decide on a competitive strategy
STAGE 4
Design offer attributes, associated
Imageries
8. Occupy a âslotâ in consumerâs mind
Positioning, therefore starts with our
understanding or âmappingâ of a prospect
consumerâs mental perceptions in such a way that it
occupies a âslotâ in the mind with reference to other
brands
Lifebuoy occupies the hygiene slot
Mysore Sandal the pure and natural fragrance
âslotâ,
Margo occupies the herbal âslotâ.
9. Perception and Positioning
Perception in simple terms is the meaning added
by an individual (in this context consumer) to
the information that has been sensed from the
environment.
For instance, a consumer may feel that all
products of Sony are high quality technology
products without having any experience with
brand.
10. Perceptual Mapping
Represent consumer perceptions â in
(usually) two dimensional space so that
the manager can readily see where his
own brand is positioned in the mind of his
prospect and in relation to other brands
11. Perceptual Mapping of digestive brands
Medicinal
Natural
Low Efficacy
Hajmola
Pudin Hara
Eno
Digene
Gelusil
High Efficacy
12. Perceptual Mapping for hair oils
Pleasant
perfume
No perfume
Helps hair
groomingParachute
Keo Karpin
Mahabhringaraj
Arnica
Makes hair greasy
Dabur Amla
13. Perceptual Mapping for toothpaste
Fresh breath
Good for gums
Dabur lal
powder
Forhanâs
regular
Colgate
Pepsodent
Close-up
High
HighLow
Low
15. HighLow
High
Low
Cleans dirt
Makes extra
white
Robin Liquid
Detergent powders
Detergent bars
Perceptual map of washing products
Robin liquid is attempting to distinguish itself from
Detergent products on the dimension of
âextra whitenessâ
16. 16
The Process of Market Positioning
STAGE 1
Identify key offer characteristics
STAGE 2
Draw a perceptual map
STAGE 3
Decide on a competitive strategy
STAGE 4
Design offer attributes, associated
Imageries
STAGE 5
Sustain a competitive advantage
Identify Target Markets
Tangible (colour, size, design)
Intangible reputation, guarantees
Service features identification
And weightage to each of them
Head-On âme tooââ
Position away /
avoid competition
Less profitable; on growth
USP
17. Create a Competitive frame of Reference
Frame of reference is the starting point for competitive
positioning.
ï Corporate Identity/ Associative Network Memory model
ï Target Consumer
ï How the brand is similar to competitorâs
ï How the brand is different from competitorâs.
For whom am I?
What Am I? (POP)Who am I?
Why me? (POD)
18. Brand Positioning
Who am I?
a) This question deals with the origins of the
brand , its parentage. We can position the
brand with reference to its corporate identity
or as an extension of a well established
brand.
19. Brand Positioning
For Whom am I?
a) Demographic
b) Behavioural (usage pattern)
c) Psychographic segments
d) The Consumer as a whole person
20. Brand Positioning
For Whom am I?
Demographic
- Lilliput (for kids age 3-12yrs)
- Citibank âs Women Card
- MTV (Youth)
21. Brand Positioning
For Whom am I?
Behavioural (usage pattern)
- Lays (no one can eat just one) exploits the
behaviour of the heavy eaters of potato wafers.
- Gelusil too targets the compulsive eaters (who
are typically the largest sufferers from acidity)
- ââThanda matlab Coca Colaâ (Target group tend
to ask for a chilled carbonated beverage)
phraseology âek thanda denaâ, now made
memorable by Coke and Aamir Khan
22. Brand Positioning
For Whom am I?
Psychographic segments (what am I seen as?)
- Pepsi (youthful)
- Van Huesen (CorporateâŠâŠPower dressing)
- Thumps Up (machoâŠ..have you grown up to
Thumps Up yet?)
- Bajaj Pulsar (masculineâŠ.Definitely Male)
- Raymond (complete man)
- Hitachi (perfectionists)
23. Brand Positioning
For Whom am I?
The Consumer as a Whole Person
- Whirlpool housemaker
- J&J Mom
- The Saffola wife
- Surf housewife (Surf Excel hai na)
24. Cadbury Perk
Cadbury Perk
Any time - any
where
To satisfy in
between meals /
hunger
Young, 20-30
years, M/F
Why
me?
For whom
What am I?
Who am I ?
25. Colgate
Colgate
When you wake-up
After meals
Before going to sleep
Oral hygiene &
Fresh breadth
Everyone above
the age of 3yrs
Why
me?
For whom
What am I? Who am I?
26. What am I â
Points of Parity Association
POPs, are those associations that arenât
necessarily unique to the brand but may in fact
be shared with other brands
27. Points of Parity Association
The brand has to have certain points of parity
(POPs)
In reference to the product group it is in.
e.g.
Toothpaste , the brand has to foam, clean,
taste reasonably well, etc.
28. Points of Parity Association
POPs come in four basic forms
ï Category related
ï Benefit related
ï Usage Occasion and Time of Use
ï Price / Quality by Usage Occasion and Time
of Use
29. Points of Parity Association
1) Category Related
TanishqâŠâŠwatches sold as jewellery
VaselineâŠâŠpetroleum jelly sold as lip salve
and moisturizer
Sugar freeâŠ.historically sold to diabetics
through chemist outlets, now being sold as
weight control device, targeted at the figure
conscious being sold through supermarkets
30. Points of Parity Association
2) Benefit related
a) Functional â
Lifebuoy (kills the germs you cannot see)
Pepsodent (12 hr protection against germs)
Fevicol (jod jo tootega nahin)
M-Seal (seals all leaks)
a) Emotional â
Close-Up (confident)
Franklin Templeton Blue Chip (secure)
Liril (fresh)
J&J (caring)
Axe (irresistible)
31. Points of Parity Association
3) By Usage Occasion and Time of Use
Kwality WallsâŠ.(post dinner treatâŠ.10
oâclock)
Listerine (Night time rinseâŠ.Get fresh tonight)
Clorets (after drinking, smoking, eatingâŠ.after
anything)
Nescafe (great start to the morning)
Britaniaâs Chai Biscoot (for tea times)
Dominoâs (when families are having fun, e.g.
watching TV or playing scrabble)
32. Points of Parity Association
3) By Usage Occasion and Time of Use
Boroplus which showed occasions like
shaving, nick and cuts, chapped lips, winter
dryness, nappy rash to suggest expanded uses
for the antiseptic cream.
Cadbury Celebrations was launched to
leverage the adult gifting segment. Research
showed that two of the largest occasions for
gifting in India were Raksha Bandhan and
Diwali. Cadbury now has been special pack
and advertising that present
33. Points of Parity Association
4) Price-Quality by Usage Occasion and Time
of Use
Peter England (the honest shirt)
Big Bazaar
Westside (surprisingly affordable)
Indian Airlines (Apex fares)
Nirma
34. Points of Parity Association
Hence a brand can âbreak-evenâ in those areas where
their competitors are trying to find an advantage and
can achieve advantages in some other areas, the brand
should be in a strong â and perhaps unbeatable â
competitive position.
35. Why me ?
Points of Difference Associations
PODs are Strong, Favourable, Unique
brand associations for a brand. They
may
be based on virtually any type of attribute
or benefit association.
36. Brand
âą Gillette Double Edged Blade
âą Dove Soap One Fourth Moisturiser
âą Orchid Hotels Eco â Friendly Hotel
âą Ariel Detergent Performance
âą Ceat Tyres Tough
âą Maruti Service After Sales Service
âą Maggi Food in two minutes
âą McDonalds Burgers that taste the same
âą Saffola 98% Fat free
âą Asian Paints Computerized Shade Cards
âą ICICI Bank First Internet Banking Service
âą Scotch Brite Scrub with Sponge & Coir
Differentiating
Parameter
Point of Difference Associations
37. POPs vs. PODs
The critical task is to identify a POD. How is the brand going
to be different from other brands in the category
Category Brand POP POD
Toothpaste Anchor White Vegetarian
Taste Price
Foam
Cars Tata Indigo Looks Interior
space
Power Ride comfortably
Scooters Honda Activa Power Style
Price
40. 40
The Process of Market Positioning
STAGE 1
Identify key offer characteristics
STAGE 2
Draw a perceptual map
STAGE 3
Decide on a competitive strategy
STAGE 4
Design offer attributes, associated
Imageries
STAGE 5
Sustain a competitive advantage
Identify Target Markets Tangible (colour, size, design)
Intangible reputation, guarantees
Service features identification
And weightage to each of them
Head-On âme tooââ
Position away / avoid competition
Less profitable; on growth
USP
41. USP - Definition
Having a USP will dramatically improve the positioning
and marketability of your company and products by
accomplishing 3 things for you:
ïź Unique - It clearly sets you apart from your competition,
positioning you in more logical choice.
Â
ïź Selling - It persuades customer to exchange money for a
product or service.
Â
ïź Proposition - It is a proposal or offer suggested for
acceptance.
42. Winning USP examples
The following are 6 powerful USPs that alleviate the "pain"
experienced by the consumers in their industries..
Example #1 - Package Shipping Industry
ïź Pain - I have to get this package delivered quickly
ïź USP - "When it absolutely, positively has to be there
overnight." (Federal Express)
43. Winning USP examples
Example #2 - Food Industry
ïź Pain - The kids are starving, but Mom and Dad are too tired to
cook!
ïź USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)
(This USP is worth $1 BILLION to Dominos Pizza)
Example #3 - Real Estate Industry
ïź Pain - People want to sell their house fast without loosing
money on the deal.
ïź USP - "Our 20 Step Marketing System Will Sell Your House In
Less Than 45 Days At Full Market Value"
44. Winning USP examples
Example #4 - Dental Industry
ïź Pain - Many people don't like to go to the dentist because of the
pain and long wait.
ïź USP - "We guarantee that you will have a comfortable experience
and never have to wait more than 15 minutes" or you will receive
a free exam.â
Example #5 - Cold Medicine Industry
ïź Pain - You are sick, feel terrible, and can't sleep.
ïź USP - "The nighttime, coughing, achy, sniffling, stuffy head, fever,
so you can rest medicine." (Nyquil)
45. Winning USP examples
Example #6 - Jewelry Industry
ïź Pain - The market hates paying huge 300% mark-ups for
jewelry.
ïź USP - "Don't pay 300% markups to a traditional jeweler for
inferior diamonds! We guarantee that your loose diamond
will appraise for at least 200% of the purchase price, or
we'll buy it back.â
46. How to create your âUSPâ
How To Develop Your Unique Selling Proposition (USP)
ïź Your USP is the very essence of what you are
offering. Your USP needs to be so compelling that it can be
used as a headline that sells your product or service.
Step 1: Use Your Biggest Benefits
Step 2: Be Unique
Step 3: Solve An Industry "Pain Point" Or "Performance Gapâ
Step 4: Be Specific And Offer Proof
Step 5: Condense Into One Clear And Concise Sentence
Step 6: Integrate Your USP into ALL Marketing Materials
Step 7: Deliver On Your USP's PromiseÂ
47. How to create your âUSPâ
Proposition Examples:
ïź Hallmark: When you care enough to send the very best.
ïź Subway: Subs with under 6 grams of fat.
ïź "You get fresh, hot pizza delivered to your door in 30
minutes or less -- or it's free." Domino's Pizza
ïź "When your package absolutely, positively has to get
there overnight" Fedex
ïź Â âLittle drops of joy" Coca-Cola
ïź "Diamonds are forever ..." DeBeers
ïź "The ultimate driving machine" BMW
ïź "The best a man can get" Gillette
48. 48
The Process of Market Positioning
STAGE 1
Identify key offer characteristics
STAGE 2
Draw a perceptual map
STAGE 3
Decide on a competitive strategy
STAGE 4
Design offer attributes, associated
Imageries
STAGE 5
Sustain a competitive advantage
Identify Target Markets Tangible (colour, size, design)
Intangible reputation, guarantees
Service features identification
And weightage to each of them
Head-On âme tooââ
Position away / avoid competition
Less profitable; on growth
USP
49. Repositioning â Gaining competitive
advantage
Over time a great brand idea doesnât change, only its
expression does.
Renewing and refreshing the expression to ensure
continuing relevance is a challenging journey.
So if Surf is about Champion Mother and yesterdayâs
dirty kids, modern parenting is all about good
mothers who allow their kids to get dirty.