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THREE QUESTIONS YOU NEED TO ASK ABOUT YOUR BRAND

Submitted by :-Group 12PGP 31402 Rajat PaulPGP 31389 Musadhiq YavarPGP 31298 Vikas Deshmane

IS DIFFERENTIATION ENOUGH?

Consider these brands(How are they differentiated?)

3 Things that affect your Brand Positioning

Frame of Reference

Points of Parity

Points of Differentiation

03

01

02

SUBWAY’S BRAND POSITIONING DILEMMA

• Subway’s key point of difference: healthfulness

• What about Taste?

• Strong health-centered campaign would jeopardize the perception of Subway as a fast-food establishment

Differentiate! But don’t forget what business you’re in!

Have We Established a Frame?

Brands in disparate categories

04

Signal to consumers

05

Associations as PoPs & PoDs

06Brands in the same category

01

Competitors

02

Influence of PLC

03

FRAME of Reference

INFLUENCE OF PLC

Introduction:Frame of reference: competing productsReason: Quickly communicate what theproduct is and what goal it serves.

Later stages of the product life cycle:growth opportunities (and threats) mayemerge outside the product category.Accordingly, shifting the frame of referencemay be necessary

Examples

Coca-Cola competes with Pepsi-Cola and RCFrame of reference is other brands in the same category

Coke competes with Gatorade, and Snapplewhich potentially share the frame of reference that consists of all thirst-quenching drinks: the frame of reference might be brands in quite disparate categories.

FLIPKART

Initial Frame of Reference: Book StoresCompetitors: Retail StoresFocus: Convenience (Time and Effort)

New Frame of Reference: E commerce Competitors: Amazon and SnapdealFocus: Variety of Products

What about SNAPDEAL?

From daily Deals platform to Online Marketplace

Are We Leveraging Our Points of Parity?

Consumers should perceive your product as a legitimate and credible player within that frame

Brand Extensions• The more an extension differs from a base

brand, the greater the importance of focusing on the frame of reference


Example :Dove dishwashing liquid

o Consumers were looking for a dish washing liquid that cleaned the dishes properly than soft hands

o Dove needed to establish its points of parity with competitors before stressing its differences

Ponds didn’t prove to be quite so popular when it applied its name to toothpaste

• In a blind test environment, people were not able to differentiate it from that of Colgate but no one seemed to be interested when Ponds label was attached


Example :-Colgate launched its range of food products called Colgate’s food entries, it resulted in a failure because it was not in line with consumer’s association to the brand’s values and goals


Example :- Nirma shudh Namak

Nirma came up with a salt ‘Nirma Shudh’, it failed to make its mark as consumers related it with detergents.

Example :-Tata Nano• Tata made it look utilitarian. However, Indian

car buyers are not utilitarian but aspirational.

New BrandsMore innovative the product , the greater thedifficulty of fitting it into an established frameand meeting the frame’s minimum requirements


Example- Motorola envoy• Envoy lacked sufficient points of parity to belong

to any existing category• Without a clear frame of reference,it resulted

into a failure

Example- Gillette: No longer the only company selling triple blade razor

Established Brands

Managers of established brands also need to reassess points of parity from time to time


3.ARE THE POINTS OF DIFFERENCE COMPELLING?

• For a successful brand positioning a strong,favourable,unique association is necessary

• There are 3 types of brand differences

Brand performance associations

Brand Imagery associations

Consumer insight associations

There are 5 main categories on which a brand is assessed by a buyer prior to purchase

Brand Performance

Brand Reliability,durability and serviceability

Brand Service effectiveness ,efficiency and empathy

Style and Design

Value and Price

For eg.

BRAND PERFORMANCE ASSOCIATION

BRAND IMAGERY ASSOCIATIONS & CONSUMER INSIGHT ASSOCIATIONS● Established by depicting who uses the brand and under what circumstances.Eg. Sensodyne ad

● Consumer insight association -A brand can then communicate that it has better insight into their problems or goals.

POINT OF DIFFERENCE TEST

Two questions to ask

Are the PoD’s desirable by the consumer? Can the Brand deliver those PoD’s?

Is it relevant and believable?

Perceived -performance enhancing?

Feasible?

Profitable?

Is it difficult to attack?

POINT OF DIFFERENCE TEST EXAMPLESDesiribility:

Deliverability : Market Brand leaders market their products on the basis of the category’s points

Putting It ALL together

• The frame of reference, PoP and PoD must be consistent and must not contradict one another

Miller Lite: Great taste vs. Less fillingSolution: • Sequencing: Miller lite first has a great taste and then is

less filling• Leverage a. unconnected attribute: Miller Lite used well-

liked celebrity to lend credibility

Apple: Easy to use vs. PowerfulSolution: Contradictions are in fact complements.Eg. Apple campaign the most powerful computers are the ones that people actually use.

Putting It ALL together

TATA Nano: Comfort & Power vs. Low Price

Micromax: Benefits of iPhone vs. Low Price

PITFALLS OF BRAND POSITIONING

Establishing brand awareness before establishing a clear brand positioning

Companies promote attributes that consumers don’t care about

Companies sometimes invest too heavily in PoD’s which can be easily copied

In response to competition companies sometimes walk away from their established positions

Companies sometimes think that they can reposition their brand but this is nearly always difficult and sometimes impossible

For eg.

Making it Last

• Sustaining the Brand Performance

• Laddering Up: PODs become the essence of the brand

• Strong Brand linkages through Advertisements

Which Indian Brand have achieved this sustainability?

THANK YOU !

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