logging in or signing up POSITIONING[1] ishieta Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 10681 Category: Education License: All Rights Reserved Like it (10) Dislike it (0) Added: April 14, 2009 This Presentation is Public Favorites: 8 Presentation Description No description available. Comments Posting comment... By: stanley.musau (7 month(s) ago) excellent presentation. please can you email me on smkalile@yahoo.com Saving..... Post Reply Close Saving..... Edit Comment Close By: tayal5 (7 month(s) ago) nice presentation...plzzz mail me on heena.tayal28@gmail.com...its urgent for me thnks Saving..... Post Reply Close Saving..... 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The essence of brand positioning is achievement of valued distinction/differentiation in a consumers mind.” Positioning : Positioning Positioning is something (perception) that happens in the minds of the target market. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. "A product's position is how potential buyers see the product", and is expressed relative to the position of competitors. Positioning is a concept in marketing which was first popularized by Al Ries and Jack Trout in their bestseller book “Positioning - a battle for your mind". They iterate that any brand is valued by the perception it carries in the prospect or customer's mind. Slide 4: Positioning is what the customer believes about your product’s value, features, and benefits; it is a comparison to the other available alternatives offered by the competition. These beliefs tend to based on customer experiences and evidence, rather than awareness created by advertising or promotion. Marketers manage product positioning by focusing their marketing activities on a positioning strategy. Pricing, promotion, channels of distribution, and advertising all are geared to maximize the chosen positioning strategy. Positioning is important because you are competing with all the noise out there competing for your potential consumers attention. If you can stand out with a unique benefit, you have a chance at getting their attention. It is important to understand your product from the customers point of view relative to the competition. Positioning Concepts : Positioning Concepts More generally, there are three types of positioning concepts: Functional positions Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders Symbolic positions Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment Experiential positions Provide sensory stimulation Provide cognitive stimulation Positioning concepts : Positioning concepts In marketing, positioning is the technique in which marketers try to create an image or identity for a product, brand, or company. Positioning is something that is done in the minds of the target market. Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis and logit analysis. Slide 7: Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. Cadbury, Godrej, Shoppers Stop De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. Sprite, Bingo, Bajaj Pulsar, Fair & Lovely. Product positioning principles : Product positioning principles According to Daniel Levis there are four different methods of product positioning Unique Selling Proposition Risk Reversal Inordinate Value Clear, Complete, & Concise Customer Education Types of Positioning : Types of Positioning Positioning of a Leader Historically, the top three brands in a product category occupy market share in a ratio of 4:2:1. the success of a brand is due to the fact that the company was first in the product category. Xerox, apple, sony walkman. Positioning of a Follower Second-place companies often are late because they have chosen to spend valuable time improving their product before launching it. If a product is not going to be first, it then must find an unoccupied position in which it can be first. Reliance telecom, Idea, Hindustan Times. Slide 10: Other positions that firms successfully have claimed include: age (LIC) high price (Mercedes, ipod) gender (Emami Fair & Handsome) time of day (Vodafone – Night Speak, Reliance Broadband) place of distribution (Reliance Communication, Maruti Service Station) Quantity(Lays 30%) Repositioning the Competition Repositioning a competitor is different from comparative advertising. Comparative advertising seeks to convince the consumer that one brand is simply better than another. Thumps up v/s Pepsi Product Positioning Process : Product Positioning Process Generally, the product positioning process involves: 1) Defining the market in which the product or brand will compete 2) Identifying the attributes that define the product 'space' 3) Collecting information from a sample of customers about their perceptions of each product on the relevant attributes 4) Determine each product's share of mind. 5) Determine each product's current location in the product space 6) Determine the target market's preferred combination of attributes 7) Examine the fit between: a. The position of your product b. The position of the ideal vector 8) Position. The Power of a Brand Name : The Power of a Brand Name A brand's name is perhaps the most important factor affecting perceptions of it. These days, however, it is necessary to have a memorable name that conjures up images that help to position the product. Ries and Trout favor descriptive names rather than coined ones like Kodak or Xerox. Names like: Colgate Johnson & Johnson Dettol Bisleri Cadbury Vaseline Are synonymous to the product categories, and have carved a niche for themselves in the market. A good position is: : A good position is: What makes you unique This is considered a benefit by your target market Both of these conditions are necessary for a good positioning. USP – Unique Selling Proposition : USP – Unique Selling Proposition Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit." The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product. Dominos, Fair & Lovely, Olay, 5Spice. Positioning Environment : Positioning Environment In order to begin positioning a product, two questions need to be answered: 1. What is our marketing environment? The marketing environment is the external environment. Some things to consider: How is the market now satisfying the need your software satisfies? What are the switching costs for potential users for your market? What are the positions of the competition? Positioning Environment : Positioning Environment 2. What is our competitive advantage? The competitive advantage is an internal question. What do you have that gives you advantage over your competitors. Some things to consider: Is your company small and flexibility? Do you offer low cost and high quality? Does your product offer unique benefits? Are you the first on the market with this product (First mover advantage)? Positioning Differences : Positioning Differences Important: The difference delivers a highly valued benefit to the target buyers Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way Superior: The difference is superior to other ways that the customer might obtain the same benefit Communicable: The difference can be explained and communicated to the target buyers Preemptive: Competitors cannot easily copy the difference Affordable: Buyers can afford to pay the difference Profitable: Company can introduce the difference profitably Measuring the positioning : Measuring the positioning Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis. Perceptual Mapping/Positioning Map : Perceptual Mapping/Positioning Map It helps to identify a positioning strategy. 2 dimensions are used while plotting a perceptual map. Perceptual maps are plotted on the basis of someones perception and what maybe a quality product to one person, may not be percieved as quality to another. Perceptual map – for chocolates : Perceptual map – for chocolates Some of the well-positioned brands are: : Some of the well-positioned brands are: Raymonds: The Complete Man Fair and lovely: Fairness Woodland: Tough Shoes Dettol: Antiseptic Captain cook: Free Flow Salt Slide 22: Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances. In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. Brand Identity, Image and Positioning : Brand Identity, Image and Positioning BRAND IMAGE: How the brand is now perceived BRAND IDENTITY:How strategists want the brand to be perceived The part of the brand identity and value proposition to be actively communicated to a target audience BRAND POSITION: Brand as received or Brand in relation to decoded competitive brands POSITIONING STRATEGIES : POSITIONING STRATEGIES A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself (the user of the product) Peter England always campaigns their product concentrating on the consumer, the user of its product. Louis Philip also concentrates on this kind of campaigns. The other kind of positioning is on basis of COMPETITION. These campaigns are targeted towards competing with other players in the market. Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others. 7 Positioning Strategies : 7 Positioning Strategies 1. Positioning by Product Attributes and Benefits: Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to claim that it contained clove, which differentiated it from the leader. ? Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a success. ? Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market. Slide 26: 2. Positioning by Price/ Quality: One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. ICICI prudential ad and also the wheel detergent or Rin soap which always focuses on the value addition and price. 3. Positioning by use or application: Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application. Surf Excel is positioned as stain remover ‘ Surf Excel hena!’ Livon, Ujala Slide 27: 4. Positioning by product class: Often the competition for a particular product comes from outside the product class. The product is positioned against others that, while not exactly the same, provide the same class of benefits. Airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. Dove is positioned as a moisturizer, not a soap. 5. Positioning by product user: Positioning a product by associating it with a particular user or group of users is yet another approach. Motorola Mobile Ad, Facebook, Sunsilk GOG. Slide 28: 6. Positioning by Competitor: Competitors may be as important to positioning strategy as a firm’s own product or services. This approach is similar to positioning by product class, although in this case the competition is within the same product category. For e.g. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. Moov compares itself with Iodex. 7. Positioning by cultural symbols: An additional positioning strategy where in the cultural symbols are used to differntiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors. CASE - STUDY : CASE - STUDY - VODAFONE The Strategy : The Strategy Mumbai, September 19, 2007: Vodafone, the world’s leading international mobile communications company, has fully arrived in India. Vodafone Essar announced today that the Vodafone brand will be launched in India from 21st September onwards. At 9pm all the television set went Red, i.e. the Hutch is now Vodafone commercial were aired across all the channels of Star Network and also other Networks like Sony, Ndtv. The Commercials were aired on Radio as well. All the Hutch Costumer Care Stores were revamped overnight. The Result : The Result There was 82% Brand Recall amongst TV viewing audience. There was 80% Brand Recall amongst Non - TV viewing audience. It led to a one day transformation, which was successful nationally. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
POSITIONING[1] ishieta Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 10681 Category: Education License: All Rights Reserved Like it (10) Dislike it (0) Added: April 14, 2009 This Presentation is Public Favorites: 8 Presentation Description No description available. Comments Posting comment... By: stanley.musau (7 month(s) ago) excellent presentation. please can you email me on smkalile@yahoo.com Saving..... Post Reply Close Saving..... Edit Comment Close By: tayal5 (7 month(s) ago) nice presentation...plzzz mail me on heena.tayal28@gmail.com...its urgent for me thnks Saving..... Post Reply Close Saving..... Edit Comment Close By: neerjachandra (7 month(s) ago) nice ppt Saving..... Post Reply Close Saving..... Edit Comment Close By: gunjanagarwal (8 month(s) ago) nice ppt Saving..... Post Reply Close Saving..... Edit Comment Close By: hasni123 (8 month(s) ago) very nice Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript POSITIONING : POSITIONING ITS ROLE IN ADVERTISING MANAGEMENT BRAND POSITIONINGA brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. : BRAND POSITIONINGA brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. “Positioning is the act of designing the company’s offerings and image to occupy a distinctive place in the target market’s mind. The essence of brand positioning is achievement of valued distinction/differentiation in a consumers mind.” Positioning : Positioning Positioning is something (perception) that happens in the minds of the target market. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. "A product's position is how potential buyers see the product", and is expressed relative to the position of competitors. Positioning is a concept in marketing which was first popularized by Al Ries and Jack Trout in their bestseller book “Positioning - a battle for your mind". They iterate that any brand is valued by the perception it carries in the prospect or customer's mind. Slide 4: Positioning is what the customer believes about your product’s value, features, and benefits; it is a comparison to the other available alternatives offered by the competition. These beliefs tend to based on customer experiences and evidence, rather than awareness created by advertising or promotion. Marketers manage product positioning by focusing their marketing activities on a positioning strategy. Pricing, promotion, channels of distribution, and advertising all are geared to maximize the chosen positioning strategy. Positioning is important because you are competing with all the noise out there competing for your potential consumers attention. If you can stand out with a unique benefit, you have a chance at getting their attention. It is important to understand your product from the customers point of view relative to the competition. Positioning Concepts : Positioning Concepts More generally, there are three types of positioning concepts: Functional positions Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders Symbolic positions Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment Experiential positions Provide sensory stimulation Provide cognitive stimulation Positioning concepts : Positioning concepts In marketing, positioning is the technique in which marketers try to create an image or identity for a product, brand, or company. Positioning is something that is done in the minds of the target market. Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis and logit analysis. Slide 7: Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. Cadbury, Godrej, Shoppers Stop De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. Sprite, Bingo, Bajaj Pulsar, Fair & Lovely. Product positioning principles : Product positioning principles According to Daniel Levis there are four different methods of product positioning Unique Selling Proposition Risk Reversal Inordinate Value Clear, Complete, & Concise Customer Education Types of Positioning : Types of Positioning Positioning of a Leader Historically, the top three brands in a product category occupy market share in a ratio of 4:2:1. the success of a brand is due to the fact that the company was first in the product category. Xerox, apple, sony walkman. Positioning of a Follower Second-place companies often are late because they have chosen to spend valuable time improving their product before launching it. If a product is not going to be first, it then must find an unoccupied position in which it can be first. Reliance telecom, Idea, Hindustan Times. Slide 10: Other positions that firms successfully have claimed include: age (LIC) high price (Mercedes, ipod) gender (Emami Fair & Handsome) time of day (Vodafone – Night Speak, Reliance Broadband) place of distribution (Reliance Communication, Maruti Service Station) Quantity(Lays 30%) Repositioning the Competition Repositioning a competitor is different from comparative advertising. Comparative advertising seeks to convince the consumer that one brand is simply better than another. Thumps up v/s Pepsi Product Positioning Process : Product Positioning Process Generally, the product positioning process involves: 1) Defining the market in which the product or brand will compete 2) Identifying the attributes that define the product 'space' 3) Collecting information from a sample of customers about their perceptions of each product on the relevant attributes 4) Determine each product's share of mind. 5) Determine each product's current location in the product space 6) Determine the target market's preferred combination of attributes 7) Examine the fit between: a. The position of your product b. The position of the ideal vector 8) Position. The Power of a Brand Name : The Power of a Brand Name A brand's name is perhaps the most important factor affecting perceptions of it. These days, however, it is necessary to have a memorable name that conjures up images that help to position the product. Ries and Trout favor descriptive names rather than coined ones like Kodak or Xerox. Names like: Colgate Johnson & Johnson Dettol Bisleri Cadbury Vaseline Are synonymous to the product categories, and have carved a niche for themselves in the market. A good position is: : A good position is: What makes you unique This is considered a benefit by your target market Both of these conditions are necessary for a good positioning. USP – Unique Selling Proposition : USP – Unique Selling Proposition Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit." The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product. Dominos, Fair & Lovely, Olay, 5Spice. Positioning Environment : Positioning Environment In order to begin positioning a product, two questions need to be answered: 1. What is our marketing environment? The marketing environment is the external environment. Some things to consider: How is the market now satisfying the need your software satisfies? What are the switching costs for potential users for your market? What are the positions of the competition? Positioning Environment : Positioning Environment 2. What is our competitive advantage? The competitive advantage is an internal question. What do you have that gives you advantage over your competitors. Some things to consider: Is your company small and flexibility? Do you offer low cost and high quality? Does your product offer unique benefits? Are you the first on the market with this product (First mover advantage)? Positioning Differences : Positioning Differences Important: The difference delivers a highly valued benefit to the target buyers Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way Superior: The difference is superior to other ways that the customer might obtain the same benefit Communicable: The difference can be explained and communicated to the target buyers Preemptive: Competitors cannot easily copy the difference Affordable: Buyers can afford to pay the difference Profitable: Company can introduce the difference profitably Measuring the positioning : Measuring the positioning Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis. Perceptual Mapping/Positioning Map : Perceptual Mapping/Positioning Map It helps to identify a positioning strategy. 2 dimensions are used while plotting a perceptual map. Perceptual maps are plotted on the basis of someones perception and what maybe a quality product to one person, may not be percieved as quality to another. Perceptual map – for chocolates : Perceptual map – for chocolates Some of the well-positioned brands are: : Some of the well-positioned brands are: Raymonds: The Complete Man Fair and lovely: Fairness Woodland: Tough Shoes Dettol: Antiseptic Captain cook: Free Flow Salt Slide 22: Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances. In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. Brand Identity, Image and Positioning : Brand Identity, Image and Positioning BRAND IMAGE: How the brand is now perceived BRAND IDENTITY:How strategists want the brand to be perceived The part of the brand identity and value proposition to be actively communicated to a target audience BRAND POSITION: Brand as received or Brand in relation to decoded competitive brands POSITIONING STRATEGIES : POSITIONING STRATEGIES A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself (the user of the product) Peter England always campaigns their product concentrating on the consumer, the user of its product. Louis Philip also concentrates on this kind of campaigns. The other kind of positioning is on basis of COMPETITION. These campaigns are targeted towards competing with other players in the market. Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others. 7 Positioning Strategies : 7 Positioning Strategies 1. Positioning by Product Attributes and Benefits: Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to claim that it contained clove, which differentiated it from the leader. ? Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a success. ? Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market. Slide 26: 2. Positioning by Price/ Quality: One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. ICICI prudential ad and also the wheel detergent or Rin soap which always focuses on the value addition and price. 3. Positioning by use or application: Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application. Surf Excel is positioned as stain remover ‘ Surf Excel hena!’ Livon, Ujala Slide 27: 4. Positioning by product class: Often the competition for a particular product comes from outside the product class. The product is positioned against others that, while not exactly the same, provide the same class of benefits. Airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. Dove is positioned as a moisturizer, not a soap. 5. Positioning by product user: Positioning a product by associating it with a particular user or group of users is yet another approach. Motorola Mobile Ad, Facebook, Sunsilk GOG. Slide 28: 6. Positioning by Competitor: Competitors may be as important to positioning strategy as a firm’s own product or services. This approach is similar to positioning by product class, although in this case the competition is within the same product category. For e.g. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. Moov compares itself with Iodex. 7. Positioning by cultural symbols: An additional positioning strategy where in the cultural symbols are used to differntiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors. CASE - STUDY : CASE - STUDY - VODAFONE The Strategy : The Strategy Mumbai, September 19, 2007: Vodafone, the world’s leading international mobile communications company, has fully arrived in India. Vodafone Essar announced today that the Vodafone brand will be launched in India from 21st September onwards. At 9pm all the television set went Red, i.e. the Hutch is now Vodafone commercial were aired across all the channels of Star Network and also other Networks like Sony, Ndtv. The Commercials were aired on Radio as well. All the Hutch Costumer Care Stores were revamped overnight. The Result : The Result There was 82% Brand Recall amongst TV viewing audience. There was 80% Brand Recall amongst Non - TV viewing audience. It led to a one day transformation, which was successful nationally.