Description
Meaning of positioning with very good examples from modern day.
WATS UR POSITION
POSITIONING
By Mohd. Faraaz H. Zaidi
WAT IS 2 HAPPEN
2
WHAT CONNECTION DO YOU MAKE
BMW
Driving Pleasure
Mercedes
Luxury, CEO
Tata Nano
Nana Tato
Nike
High Performance, 100 meters
Domino’s
30 minute delivery
NEXT
3 of 10
POSITIONING
?
Designing company offering to occupy distinctive place in the mind of the target market.
Goal is 2 loc8 Brand Image
BACK
4 of 10
COMPETITVE FRAME OF REFERENCE
CATEGORY MEMBERSHIP
?
The products or sets of products with which a brand competes and which function as close substitutes.
EXAMPLE
5 of 10
POD AND POP
?
?
Points of Difference- are attributes consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand Point of Parity- are associations that are not necessarily unique to the brand but may in fact be shared with other brands. Associations are of two types:
Category POP
Competitive POP
POP VS POD
6 of 10
ESTABLISHING CATEGORY MEMBERSHIP
Straddle positioning (example) ? Communicating Category membership
?
1. Announcing Category Benefits 2. Comparing to exemplars 3. Relying on the product descriptor
7 of 10
CHOOSING POP AND POD
?
?
POP- driven by needs of cat. Membership(cat POP) & necessity of negating compt. POD’s(comp. POP) 2 considerations while POD- Brand
?
?
POD desirable Capability of company
Value Brand benefits Brand Attributes
8 of 10
CREATING POP AND POD
?
One common difficulty in creating a strong competitive brand positioning is that may attributed that make up POP and POD are negatively correlated
Low Price Vs High Quality
Varied and Simple too
Powerful yet Safe
Nutritious and Good tasting
9 of 10
DIFFERENTIATION STRATEGIES
?
Competitive Advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.
Customer Advantage (Example)
10 of 10
DIMENSIONS FOR DIFFERENTIATION
1. PERSONAL (EXAMPLE) DIFFERENTIATION 2. CHANNEL DIFFERENTIATION(EXAMPLE) 3. IMAGE DIFFERENTIATION
4. SERVICES DIFFERENTIATION 5. PRODUCT DIFFERENTIATION
(EXAMPLE)
(EXAMPLE)
(END)
11 of 10
EXAMPLES SLIDE
NEXT
NEXT
12
EXAMPLE SLIDE
“THE ULTIMATE DRIVING MACHINE” Luxury Performance Cars (NEXT)
Low Faire -Based airline- no meals & no movies, no drinks, and No, No, No
HEALTHY SENSE OF HUMOUR
FIRST SERVED OPEN SEATING
(NEXT)
13
EXAMPLES SLIDE
(Back)
“Eurochamp”
Demonstrates Persuades Installs
Collects money
After Sales Services (Back)
14
EXAMPLE SLIDE
(Back) (Back)
15
Thank You
(SMILE NAA!!)
16
doc_103053835.pptx
Meaning of positioning with very good examples from modern day.
WATS UR POSITION
POSITIONING
By Mohd. Faraaz H. Zaidi
WAT IS 2 HAPPEN
2
WHAT CONNECTION DO YOU MAKE
BMW
Driving Pleasure
Mercedes
Luxury, CEO
Tata Nano
Nana Tato
Nike
High Performance, 100 meters
Domino’s
30 minute delivery
NEXT
3 of 10
POSITIONING
?
Designing company offering to occupy distinctive place in the mind of the target market.
Goal is 2 loc8 Brand Image
BACK
4 of 10
COMPETITVE FRAME OF REFERENCE
CATEGORY MEMBERSHIP
?
The products or sets of products with which a brand competes and which function as close substitutes.
EXAMPLE
5 of 10
POD AND POP
?
?
Points of Difference- are attributes consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand Point of Parity- are associations that are not necessarily unique to the brand but may in fact be shared with other brands. Associations are of two types:
Category POP
Competitive POP
POP VS POD
6 of 10
ESTABLISHING CATEGORY MEMBERSHIP
Straddle positioning (example) ? Communicating Category membership
?
1. Announcing Category Benefits 2. Comparing to exemplars 3. Relying on the product descriptor
7 of 10
CHOOSING POP AND POD
?
?
POP- driven by needs of cat. Membership(cat POP) & necessity of negating compt. POD’s(comp. POP) 2 considerations while POD- Brand
?
?
POD desirable Capability of company
Value Brand benefits Brand Attributes
8 of 10
CREATING POP AND POD
?
One common difficulty in creating a strong competitive brand positioning is that may attributed that make up POP and POD are negatively correlated
Low Price Vs High Quality
Varied and Simple too
Powerful yet Safe
Nutritious and Good tasting
9 of 10
DIFFERENTIATION STRATEGIES
?
Competitive Advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.
Customer Advantage (Example)
10 of 10
DIMENSIONS FOR DIFFERENTIATION
1. PERSONAL (EXAMPLE) DIFFERENTIATION 2. CHANNEL DIFFERENTIATION(EXAMPLE) 3. IMAGE DIFFERENTIATION
4. SERVICES DIFFERENTIATION 5. PRODUCT DIFFERENTIATION
(EXAMPLE)
(EXAMPLE)
(END)
11 of 10
EXAMPLES SLIDE
NEXT
NEXT
12
EXAMPLE SLIDE
“THE ULTIMATE DRIVING MACHINE” Luxury Performance Cars (NEXT)
Low Faire -Based airline- no meals & no movies, no drinks, and No, No, No
HEALTHY SENSE OF HUMOUR
FIRST SERVED OPEN SEATING
(NEXT)
13
EXAMPLES SLIDE
(Back)
“Eurochamp”
Demonstrates Persuades Installs
Collects money
After Sales Services (Back)
14
EXAMPLE SLIDE
(Back) (Back)
15
Thank You
(SMILE NAA!!)
16
doc_103053835.pptx