Description
This ppt highlights defination of positioning, processes with perceptal map of annapurna
POSITIONING STRATEGY
POSITIONING
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Positioning is what you do to the mind of customers. It is the process of creating an image. It is the process of using factors /dimension (s) of the product to project the product effectively in the consumer’s mind.
The first step in developing a positioning strategy is to develop a perceptual map, which represents the mental picture of customers, showing the positions of various competing products/brands. This perceptual map can be a 2,3 or multi dimensional picture based on 2,3, or several factors, which describe the product best.
How will you position a hair dryer?
Steps in positioning FGD with potential customers. ? What constitute a good hair dryer ? 2. Variables describing the product, to be generated, identified.
1.
VARIABLES GENERATED FROM FGD Question? What are some of the important ‘aspects’ which will help you to describe this hair dryer best? ? It is sleek ? It is light weight ? The design facilitates reaching every part of the head and hair ? Easy to handle
Good looking ? Quick to operate ? Makes less sound ? Low voltage consumption ? Can be carried easily. ? good for travel related use. ? Can be kept in a small place ? Dries hair quickly ? Removes water from hair ? Prevents dandruff
?
Prevents lice growth ? Hair looks good ? Hair becomes light after use ? Hair looks bouncy ? Good feeling while using it. ? Proud owner. ? Feels bit special ? Motivates quick bath ? Motivates any time bath
?
3. Data reduction of the above to arrive at the set of factors which describe the product best.
?
Question: How important is the given variable for a hair dryer ? the rating score on each variable is rotated for cohesive grouping.
?
LEADS TO THE FOLLOWING FACTORS ? Metalic body ? Quick drying of hair ? Ease of operation ? Stylish design ? Easy to keep and pack ? Less sound ? Low electricity consumption ? Affordable price
4. Since the above step can be considered ‘exploratory”, it needs to be refined and made conclusive. 5. Ranking of attributes ( factors) to determine the 2-3 or 3- 4 most important factors considered critical. 6. Rating of brands on the above.
2.2 Perception of new Annapurna vis-à-vis competitors
PERCEPTION OF VARIOUS ATTA BRANDS w.r.t. THEIR ATTRIBUTES
4.5 4.3 4.0
Rating
3.8 3.5 3.3 3.0 Colour of atta Coarseness 4.1 4.1 3.6 3.3 New Annapurna
Colour of dough 4.0 4.0 3.7 3.7 Pilsbury
Water absorption 4.2 4.1 3.5 3.2
Softness of roti 4.2 4.4 3.8 3.5
Taste of roti 4.2 4.3 3.7 3.4
New Annapurna Pilsbury Aashirvad Nature Fresh
4.2 4.1 3.6 3.1
Aashirvad
Nature Fresh
13
FINDINGS
FRESHNESS
10.00
High: Freshness
9.00
Unfavorable: Price
Fa
8.00
Axe
High: Freshness
Favorable: Price
Brut
Denim
7.00
6.00
Rexona
6.00 7.00 8.00 9.00
PRICE
0.00
1.00
2.00
3.00
4.00
5.00 5.00 4.00
10.00
Adidas
3.00
DNA
2.00
Low: Freshness
Low: Freshness
Unfavorable: Price
1.00
Favorable: Price
0.00
7. Several combinations of two dimensional or three dimensional perceptual maps developed on the basis of these most important dimensions.
PERCEPTUAL MAP (TASTE & PRICE)
Price
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 2.9
Nutramul
Complan
Victor Plus Maltova Viva Horlicks Milo Bournvita
Taste
2.5
2.6
2.7
2.8
3
Boost
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
3.2
3.3
3.4
3.5
3.6
3.7 3.8 3.9 4.0
PERCEPTUAL MAP (TASTE & NUTRIENT)
Nutrient
Complan
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1
Horlicks
Nutramul Maltova Bournvita Viva
3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0
Taste
2.5
2.6
2.7
2.8
2.9
3
Boost
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
Milo
Victor Plus
PERCEPTUAL MAP (TASTE & NUTRIENT)
Easy to mix
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1
???
Taste
2.5
2.6
2.7
2.8
2.9
3
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
3.2
3.3
3.4
3.5
3.6
3.7 3.8 3.9 4.0
PERCEPTUAL MAP (TASTE & NUTRIENT)
Nutrient
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 2.8 2.9
???
Price
2.5
2.6
2.7
3
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
3.2
3.3
3.4
3.5
3.6
3.7 3.8 3.9 4.0
0.4
AASHIRVAAD
Modern Brand ANNAPURNA
0.2
NATURE FRESH
Looks premium Makes me reach out for it
Packaging portrays quality
0 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2
Attractive packaging
-0.2
PILLSBURY
-0.4
Catches my eye
-0.6
(Modified graph 2)
-0.8
0.8
Design
Brand Image
0.6
Promotions
0.4
Tag Heuer Add on features
-0.8 -0.6 -0.4
0.2
Sw atch
0 -0.2 0 0.2 0.4 0.6 0.8
Titan
1 1.2
Tissot
-0.2
Citizen Country of Origin Durability Price
Protective Features
-0.4
-0.6
8. Assess gaps/distance of your brands from the competing brands on the perceptual maps.
?
Identify those dimensions where your brand has an advantage as well as away form competing brands.
FACTORS – attributes & benefits of hair dryer ? Metalic body ? Quick drying of hair ? Hair care ? Ease of operation ? Stylish design ? Easy to keep and pack ? Less sound ? Low electricity consumption ? Affordable price
9. Finalize your positioning platform(s) Look at the most apt dimension and the variables Factor 1. Haircare – hair becomes light, hair becomes bouncy, hair looks good after use, hair becomes shining 2. Stylish design- good color, compact, easy to pack, sleek, comfortable to hold and use.
?
If no good positions are still not available , consider less important but useful dimensions and try to build them up.(Eg. Less sound , low electricity consumption)
10. Develop the positioning statement
‘A style statement to your hair care ‘ ‘ Hair care in/with style ‘ ‘A design marvel for your hair care’ ‘T’he ultimate hair dryer – with style and care’
11. Advertising themes can emerge from this.
End.
doc_389169088.ppt
This ppt highlights defination of positioning, processes with perceptal map of annapurna
POSITIONING STRATEGY
POSITIONING
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Positioning is what you do to the mind of customers. It is the process of creating an image. It is the process of using factors /dimension (s) of the product to project the product effectively in the consumer’s mind.
The first step in developing a positioning strategy is to develop a perceptual map, which represents the mental picture of customers, showing the positions of various competing products/brands. This perceptual map can be a 2,3 or multi dimensional picture based on 2,3, or several factors, which describe the product best.
How will you position a hair dryer?
Steps in positioning FGD with potential customers. ? What constitute a good hair dryer ? 2. Variables describing the product, to be generated, identified.
1.
VARIABLES GENERATED FROM FGD Question? What are some of the important ‘aspects’ which will help you to describe this hair dryer best? ? It is sleek ? It is light weight ? The design facilitates reaching every part of the head and hair ? Easy to handle
Good looking ? Quick to operate ? Makes less sound ? Low voltage consumption ? Can be carried easily. ? good for travel related use. ? Can be kept in a small place ? Dries hair quickly ? Removes water from hair ? Prevents dandruff
?
Prevents lice growth ? Hair looks good ? Hair becomes light after use ? Hair looks bouncy ? Good feeling while using it. ? Proud owner. ? Feels bit special ? Motivates quick bath ? Motivates any time bath
?
3. Data reduction of the above to arrive at the set of factors which describe the product best.
?
Question: How important is the given variable for a hair dryer ? the rating score on each variable is rotated for cohesive grouping.
?
LEADS TO THE FOLLOWING FACTORS ? Metalic body ? Quick drying of hair ? Ease of operation ? Stylish design ? Easy to keep and pack ? Less sound ? Low electricity consumption ? Affordable price
4. Since the above step can be considered ‘exploratory”, it needs to be refined and made conclusive. 5. Ranking of attributes ( factors) to determine the 2-3 or 3- 4 most important factors considered critical. 6. Rating of brands on the above.
2.2 Perception of new Annapurna vis-à-vis competitors
PERCEPTION OF VARIOUS ATTA BRANDS w.r.t. THEIR ATTRIBUTES
4.5 4.3 4.0
Rating
3.8 3.5 3.3 3.0 Colour of atta Coarseness 4.1 4.1 3.6 3.3 New Annapurna
Colour of dough 4.0 4.0 3.7 3.7 Pilsbury
Water absorption 4.2 4.1 3.5 3.2
Softness of roti 4.2 4.4 3.8 3.5
Taste of roti 4.2 4.3 3.7 3.4
New Annapurna Pilsbury Aashirvad Nature Fresh
4.2 4.1 3.6 3.1
Aashirvad
Nature Fresh
13
FINDINGS
FRESHNESS
10.00
High: Freshness
9.00
Unfavorable: Price
Fa
8.00
Axe
High: Freshness
Favorable: Price
Brut
Denim
7.00
6.00
Rexona
6.00 7.00 8.00 9.00
PRICE
0.00
1.00
2.00
3.00
4.00
5.00 5.00 4.00
10.00
Adidas
3.00
DNA
2.00
Low: Freshness
Low: Freshness
Unfavorable: Price
1.00
Favorable: Price
0.00
7. Several combinations of two dimensional or three dimensional perceptual maps developed on the basis of these most important dimensions.
PERCEPTUAL MAP (TASTE & PRICE)
Price
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 2.9
Nutramul
Complan
Victor Plus Maltova Viva Horlicks Milo Bournvita
Taste
2.5
2.6
2.7
2.8
3
Boost
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
3.2
3.3
3.4
3.5
3.6
3.7 3.8 3.9 4.0
PERCEPTUAL MAP (TASTE & NUTRIENT)
Nutrient
Complan
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1
Horlicks
Nutramul Maltova Bournvita Viva
3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0
Taste
2.5
2.6
2.7
2.8
2.9
3
Boost
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
Milo
Victor Plus
PERCEPTUAL MAP (TASTE & NUTRIENT)
Easy to mix
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1
???
Taste
2.5
2.6
2.7
2.8
2.9
3
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
3.2
3.3
3.4
3.5
3.6
3.7 3.8 3.9 4.0
PERCEPTUAL MAP (TASTE & NUTRIENT)
Nutrient
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 2.8 2.9
???
Price
2.5
2.6
2.7
3
3.1 2.9 2.8 2.7 2.6 2.5 2.4 2.3 2.2 2.1
3.2
3.3
3.4
3.5
3.6
3.7 3.8 3.9 4.0
0.4
AASHIRVAAD
Modern Brand ANNAPURNA
0.2
NATURE FRESH
Looks premium Makes me reach out for it
Packaging portrays quality
0 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2
Attractive packaging
-0.2
PILLSBURY
-0.4
Catches my eye
-0.6
(Modified graph 2)
-0.8
0.8
Design
Brand Image
0.6
Promotions
0.4
Tag Heuer Add on features
-0.8 -0.6 -0.4
0.2
Sw atch
0 -0.2 0 0.2 0.4 0.6 0.8
Titan
1 1.2
Tissot
-0.2
Citizen Country of Origin Durability Price
Protective Features
-0.4
-0.6
8. Assess gaps/distance of your brands from the competing brands on the perceptual maps.
?
Identify those dimensions where your brand has an advantage as well as away form competing brands.
FACTORS – attributes & benefits of hair dryer ? Metalic body ? Quick drying of hair ? Hair care ? Ease of operation ? Stylish design ? Easy to keep and pack ? Less sound ? Low electricity consumption ? Affordable price
9. Finalize your positioning platform(s) Look at the most apt dimension and the variables Factor 1. Haircare – hair becomes light, hair becomes bouncy, hair looks good after use, hair becomes shining 2. Stylish design- good color, compact, easy to pack, sleek, comfortable to hold and use.
?
If no good positions are still not available , consider less important but useful dimensions and try to build them up.(Eg. Less sound , low electricity consumption)
10. Develop the positioning statement
‘A style statement to your hair care ‘ ‘ Hair care in/with style ‘ ‘A design marvel for your hair care’ ‘T’he ultimate hair dryer – with style and care’
11. Advertising themes can emerge from this.
End.
doc_389169088.ppt