Description
Describes the brand positioning and it explains the concept of brand positioning, 4ps of strategic marketing, various brand positioning strategies, criteria for selection of brand positioning.
Brand Positioning
Brand positioning
Brand strategy
Strategy
?
? ?
starts with customer It is long term It is for gaining competitive advantage
? Positioning is key to strategy ? Brand strategy is the process whereby the offer is
positioned in the customer’s mind to produce a perception of advantage
4 Ps of Strategic Marketing
? Probing ? Research the market you are interested in – who is in it and what they need and want ? Partitioning ? Segmentation – cluster the heterogeneous customers into groups, segments ? Prioritizing ? Targeting – Identify the customers you want to serve ? Positioning ? Decide on the message you want to create for your target market
6 stereotypes of Brand personality
?
The ritual – associated with particular occasions
?
Champagne – associated with any celebration Lacoste alligator – product category is almost unimportant
?
?
The symbol – added value because of its association
?
The heritage of good – pioneer in a sector – first brand to establish specific set of benefits
? ? ?
Body shop – environmentally conscious toiletries Coco cola – ‘the real thing’ in soft drinks Kellogg’s – experts in ‘sunshine ‘ start to the day Ferrari cars American Express gold cards
?
The aloof snob – gives person signals that he/she is different
? ?
?
The belonging – Makes consumer feel part of a larger group
?
?
Levis Jeans – symbol of youth and informality Benetton clothes – multiracial global village
Timberland shoes – made using original red indian method of moccasin construction
?
The Legend – Brands with a real history
?
Brand positioning- strategy
? The two major elements of a brand strategy are ? Nature of the offer (marketing mix) ? Target Segment – to which the offer is made) ? A superior brand position can be built on anything of
enduring value to customers. This may include images or simply that a brand is biggest. The position should be consistently communicated by all elements of the marketing mix
Process of positioning
?
Positioning should be communicated by all the organisational activities
Body shop
? ? ? ?
Brand Proposition : Personal and environmental care through its Products – natural ingredients only, never tested on animals Packaging – simple, refillable, recyclable Merchandising – detailed point-of-sale information involving the customer in conscious product choices rather than imitation of role models
? ? ? ?
Staff – young, informally dressed, committed to the brand values Sourcing policies – using small local producers from around the world
Social action programme – requiring each franchisee to run a local community project
Public campaigns – generally on environmental issues
Criteria for selection of Brand positioning
? The position must be salient to the customers
? Position must be based on real brand strengths
? The position must reflect a competitive advantage ? The position must be communicable in a clear and
motivating way to the market
Types of positioning
? Mass market position ? Company offers only one brand and hopes to pick customers from all parts of the market ? Effective in a young and unsegmented market ? Focus is on the need rather than overlying wants
? Niche Position ? Company offering only one brand and targeting it at only one segment
? Differentiated position ? Company offers a portfolio of brands to be able to cover most of the market ? Eg: Ford
Positioning Strategies
Products can have multiple positioning strategies ? Positioning by attribute
?
Product feature or customer benefit
Toyota – Economy and reliability ? Volkswagen – value for money ? Volvo – durability (ads show crash tests, statistics) ? BMW – Handling and engineering efficiency
?
? Positioning by price/ Quality
?
Departmemtal stores (Sears) Gatorade
? Positioning with respect to Use or Application
?
Positioning Strategies
? Positioning by the product user
?
Film actresses for cosmetics, soaps
7-Up – Thirst quenching beverage with a fresh clean taste – uncola
? Positioning with respect to product class
?
? Positioning with respect to a competitor ? Can be aided by comparative advertising
?
Avis car
How to determine a brand positioning strategy
? Identify the competitors
? Determine how the competitors are perceived and
?
?
? ?
evaluated Determine the competitor’s positions Analyze the competitors Select the position Monitor the position
Positioning Statement
A positioning statement should as a minimum have a clear statement of: ? The benefits offered by the brand ? A description of the target consumer segment(s) within the market ? A description of the desired consumer perception of the brand
doc_629529274.pptx
Describes the brand positioning and it explains the concept of brand positioning, 4ps of strategic marketing, various brand positioning strategies, criteria for selection of brand positioning.
Brand Positioning
Brand positioning
Brand strategy
Strategy
?
? ?
starts with customer It is long term It is for gaining competitive advantage
? Positioning is key to strategy ? Brand strategy is the process whereby the offer is
positioned in the customer’s mind to produce a perception of advantage
4 Ps of Strategic Marketing
? Probing ? Research the market you are interested in – who is in it and what they need and want ? Partitioning ? Segmentation – cluster the heterogeneous customers into groups, segments ? Prioritizing ? Targeting – Identify the customers you want to serve ? Positioning ? Decide on the message you want to create for your target market
6 stereotypes of Brand personality
?
The ritual – associated with particular occasions
?
Champagne – associated with any celebration Lacoste alligator – product category is almost unimportant
?
?
The symbol – added value because of its association
?
The heritage of good – pioneer in a sector – first brand to establish specific set of benefits
? ? ?
Body shop – environmentally conscious toiletries Coco cola – ‘the real thing’ in soft drinks Kellogg’s – experts in ‘sunshine ‘ start to the day Ferrari cars American Express gold cards
?
The aloof snob – gives person signals that he/she is different
? ?
?
The belonging – Makes consumer feel part of a larger group
?
?
Levis Jeans – symbol of youth and informality Benetton clothes – multiracial global village
Timberland shoes – made using original red indian method of moccasin construction
?
The Legend – Brands with a real history
?
Brand positioning- strategy
? The two major elements of a brand strategy are ? Nature of the offer (marketing mix) ? Target Segment – to which the offer is made) ? A superior brand position can be built on anything of
enduring value to customers. This may include images or simply that a brand is biggest. The position should be consistently communicated by all elements of the marketing mix
Process of positioning
?
Positioning should be communicated by all the organisational activities
Body shop
? ? ? ?
Brand Proposition : Personal and environmental care through its Products – natural ingredients only, never tested on animals Packaging – simple, refillable, recyclable Merchandising – detailed point-of-sale information involving the customer in conscious product choices rather than imitation of role models
? ? ? ?
Staff – young, informally dressed, committed to the brand values Sourcing policies – using small local producers from around the world
Social action programme – requiring each franchisee to run a local community project
Public campaigns – generally on environmental issues
Criteria for selection of Brand positioning
? The position must be salient to the customers
? Position must be based on real brand strengths
? The position must reflect a competitive advantage ? The position must be communicable in a clear and
motivating way to the market
Types of positioning
? Mass market position ? Company offers only one brand and hopes to pick customers from all parts of the market ? Effective in a young and unsegmented market ? Focus is on the need rather than overlying wants
? Niche Position ? Company offering only one brand and targeting it at only one segment
? Differentiated position ? Company offers a portfolio of brands to be able to cover most of the market ? Eg: Ford
Positioning Strategies
Products can have multiple positioning strategies ? Positioning by attribute
?
Product feature or customer benefit
Toyota – Economy and reliability ? Volkswagen – value for money ? Volvo – durability (ads show crash tests, statistics) ? BMW – Handling and engineering efficiency
?
? Positioning by price/ Quality
?
Departmemtal stores (Sears) Gatorade
? Positioning with respect to Use or Application
?
Positioning Strategies
? Positioning by the product user
?
Film actresses for cosmetics, soaps
7-Up – Thirst quenching beverage with a fresh clean taste – uncola
? Positioning with respect to product class
?
? Positioning with respect to a competitor ? Can be aided by comparative advertising
?
Avis car
How to determine a brand positioning strategy
? Identify the competitors
? Determine how the competitors are perceived and
?
?
? ?
evaluated Determine the competitor’s positions Analyze the competitors Select the position Monitor the position
Positioning Statement
A positioning statement should as a minimum have a clear statement of: ? The benefits offered by the brand ? A description of the target consumer segment(s) within the market ? A description of the desired consumer perception of the brand
doc_629529274.pptx