Module 3 A

Brand Positioning - Basics

POSITIONING
perception in the mind of target consumer Positioning - relative w.r.t competing brands

POSITIONING
Consumer Experience Filter Consumer Attitude Filter

Functional Benefits

Emotional Benefits

Consumer Belief Filter

Personality Self Traits Expressive Benefits

Consumer Expectation Filter

Consumer Filters??
How do these filters operate? What to do about these filters?

PositioningMarketers need to know:

Who the target consumer is? Who the main competitors are? How is the brand similar to these competitors? How the brand is different/ unique from these competitors?

Case: Know the consumer?

Toothpastes: The sensory segment flavor & product appearance The sociables brightness of teeth The worriers decay prevention The independents low price

POPs & PODs

Points of Parity?
Points of Difference?

Points of Parity
Category Parity Competitive Parity

Choosing PODs
Relevance Distinctiveness Believable Feasible Communicable Sustainable

POPs and PODs

Toilet Soaps (Dove) Automobiles (Fabia) Catch salt Newspaper Vs Tabloid Vs Financial Newspaper

Negatively correlated PODs

How to deal with them?

Case : Diet Coke

Coke with Splenda Coke Zero Coke C2 Diet Coke Lime, Lemon, Vanilla, Caffeine free, Cherry

How to Position ?

Criteria for Successful Positioning

The positioning must be : 1. Correctly and clearly targeted
Ability to see the consumer Now exercise the ATM power, Citibank unfixed deposits Benefit oriented & not feature-driven

2. Unique & Distinctive

3. Relevant to target needs

Criteria for Successful Positioning

The positioning must be : 4. Consistent :
a) across the range Philips/ 3M - Innovation b) across the Mix - Maggi Noodles atta noodles c) thru time Marlboro, Lux

5. Coherent with other brand signals

Classic Cigarettes
Cigarette (length, paper, tobacco blend), Packaging (Premium), Advertisements (Upmarket Print), Sponsorships (Polo, Golf), Pricing

6. Supported with adequate marketing spend

Positioning Schemes

Positioning Types Scheme 1

Feature Driven Problem Solution Target Driven Competition Driven Emotional/ Psychological Benefit Driven Aspirational Value

Feature Driven Positioning

tangible high credibility Clarify clearly whats for sale Easily copied
Wrinkle-free trousers, Instant coffee

Problem-Solution Prompts
solutions to problems in daily lives Direct & very credible
Colgate controls tooth decay & bad breath Clearsil prevents/ treats acne (pimples) Mortein kills rats effectively outside the house

Ability to deliver vs Measurability

Target Driven Positioning

who buys i.e focus on target consumer
Louis Philippe for the upper crest Femina for the woman of substance Thums Up for grown up youngsters

Competition Driven Positioning

judge-me-by-my-rival approach
Dettol stings, Savlon does not Avis works harder

Emotional/ Psychological Positioning

satisfy emotional/ psychological needs
Dettol helps you protect your family Ceasefire allows users to overcome the fear of a fire calamity

Benefit Driven Positioning

offer articulated or unarticulated benefits customers seek
Samsung : Big Sound Pantene Pro V : For hair so healthy, it shines

Aspiration Positioning
offer prospects a place they might like to go or like to be or achieve a state of mind
Timex offers a sense of sporty ruggedness Marlboro allows you to feel like Clint Eastwood Reebok allows you to be the person you want to be

Value Positioning
Based on giving worth for money paid
Nirma stands for the affordable way to wash your clothes clean Rin : Jara sa Rin Newport : Expensive jeans for Rs 399

Positioning Types Scheme 2

Who Am I ?
What Am I ?

For Whom Am I ?
Why Buy Me ?

Who Am I ?
A. Corporate Identity

Godrej Philips BPL

B. Brand Endorsement (Umbrella branding)

Lifebuoy Plus, Lifebuoy Gold, Lifebuoy Liquid (i.e I am a healthy soap product) Kissan Jam, Squash, Tomato Puree, Ketchup (i.e I am a processed natural vegetable product)

These are usually employed in case of extensions.

What Am I ?
A. Category Related (Swatch)
A Skimmed Milk Powder can be :
Reconstituted Milk Whitener for Tea/ Coffee Low Calorie Diet Option

What Am I ?
B. Benefit Related
a) Feature & Attribute
Videocon Bazooka

b) Rational Benefit

Instant Miscibility
For mothers who care about giving only the best

c) Emotional Benefit

What Am I ?
C. Usage occasion & time of use
Britannia Marie is a tea time biscuit Cadburys Perk : thodi si pet puja pacifies hunger Picnic : kuch jyada hi solid Break : relieves tension Lee & Leesures Arrow & Arrow Casuals Burnol for burns vs. the antiseptic cream for wounds, cuts and sores

a) To differentiate similar products

b) To position a product line

c) To broaden the market

What Am I ?
D. Price Quality Related
Surf, Surf Ultra Lakme Ultra Premium Dispirin Plus Vim Popular Maruti Zen LX, VX, AX

For Whom Am I ?
A. Demographic Fit

30 Plus Weekender Kids Farex for infants between 3 months and one year
DHL Jumbo J & J Baby shampoo : mildness for frequent wash Pepsi for the new generation Wild Orchid for the outgoing extrovert

B. Behavioral fit : Light/ Medium/ Heavy users

C. Psychographic fit

Why Buy Me ?
A. Unique Attributes

Organics with Glucasil Ariel with wash boosters BPL with QPF (Quadra Point Focus) Godrej PUF, BPL Frost free
Avis we try harder because we are no. 2

B. Superior to competition