BRAND POSITIONING• Brand position: Distinctive image a brand of product

or service occupied in the mind of the customer.

• Brand positioning: The act of designing company

offer and image so that it occupies a distinct and

values place in the target customer’s mind”.

• Successful brand positioning:

1. Result in distinctive image that affecting consumer beliefs about brand characteristic and the price they willing to pay

2. Leads to consumer loyalty, positive beliefs about brand value, and willingness to search for the brand

3. Promotes consumer interest in future brand promotion

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Al Ries and Jack Trout (2001)

about Positioning

“Positioning is not what you do to a product. It is

what you do to the mind of the prospect. Positioning

starts with a product. A piece of merchandise, a

service, a company, an institution, or even a person

….positioning is not what you do to a product.

Positioning is what you do to the mind of the

prospect. That is, you position the product in the

mind of the prospect”.

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About Brand Position

• Probably more important to product success than

its actual characteristics

• Marketer try to differentiate their brands by

stressing attributes that better that competitors

• Different consumer meaning (product image) can

be assigned to the same product and can be

positioned differently to different audiences,

without being physically changed

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THE IMPORTANCE OF

POSITIONING IS GROWING

• Market become more crowded, difficult to learn all of the alternatives (market of HP)

• Service become more complex

• Because of optimum stimulation level limitation, consumer rely more on product image than on its actual characteristics

• Very important for a product that can not be evaluated before use because of its intangibility (e.g. medical insurance)

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Apakah semua produk berusaha

membangun merek?

• Tidak, karena produk terlalu sedikit, dibuat

insidentil, komoditi, tiruan

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Rodeo tidak berusaha membangun merek, tetapi

menumpang kepopuleran Oreo

Produk ini mengutamakan harga murah dengan kualitas

lumayan

POSITIONG STRATEGY

Deciding on a positioning requires:

1. Determining a frame of reference or

category membership

2. Determining point of parity and point-

of-difference associations

3. Determining ‘brand mantra’

4. Actualize brand position

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Determining Frame of Reference

1. Determine category membership: Define

in what product category the brand is.

2. Identifying your target market.

3. Identifying your competitor.

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Product-Market Struktur to Identify Frame of

reference

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Identifying Frame-of-Reference with MDS

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Mental Map: To identify who is your competitor

1.0.8.6.4.2-.0-.2-.4-.6-.8-1.0

1.0

.8

.6

.4

.2

0.0

-.2

-.4

-.6

-.8

TEKITA

SOSRO

LIPTON

FRUITTEA

FRESHTEA

ESTEA

Target Market

Determining PODs

• Desirability Criteria:

1. Relevance

2. Distinctiveness

3. Believability

• Deliverability Criteria:

1. Feasibility

2. Communicability

3. Sustainability

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Point of Parity and Point of Different

• Arriving at the proper positioning requires establishing the correct point-of-difference and point-of-parity associations (Keller, 2003: 131).

• Point-of-differences (POD) are strong, favorable, and unique brand associations for a brand.

• POD are attributes and benefits that consumers associates strongly with a brand, positively associate, and believe that they could not find the same extent with a competitive brand

• POD is the same with USP concept

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Unique Selling Proposition (USP)

• Pioneered by Rosser Reves and the Ted

Bates advertising agency in1950s (Keller,

2003: 131-132)

• Idea of USP: Advertising should give

consumers compelling reasons to buy a

product that competitor could not match.

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Points-of-Parity Associations (POPs)

• POPs are associations that are not necessarily

unique to the brand and may be shared with

other brands.

• POPs could be:

1. A standard that a brand should achieve (bank: ATM,

credit card).

2. Attributes and benefits that designed to eliminate

competitor’s point-of-different.

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Defining and Establishing

Brand Values

• It is useful to define a set of core brand

values to capture the importance dimension

of the brand meaning and what the brand

represent.

• Then, synthesize core brand values to a core

brand promises or brand mantra

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Brand Mantra

• Is an articulation of the “heart and soul” of a brand.

• Communicate brand values direcly or indirecly

• Are short, three-to-five word phrases that capture irrefutable (arti: tak terbantahkan) essence or spirit of the brand positioning and values.

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MEREK BRAND MANTRA

Teh botol Sosro Apapun makanannya, minumnya teh botol Sosro

J-Co Donats & Coffee Sharing The J-Co Way

Lion Air Make the people fly

Coca cola Open happiness

Kijang Kijang memang tiada duanya

Kompas.com Jernih melihat dunia

Trans TV Truly Fresh

Alfa Mart Belanja puas, harga pas

Yamaha Yang lain makin ketinggalan

Honda One hearth

XL Selangkah lebih maju

KFC Jagonya ayam

Brand Mantra Dimension

1. Lifestyle, Sirup Marjan: Selera berkelas

2. Price Leadership: Carrefour: Kalau ada harga yang lebihmurah, kami bayar selisihnya.

3. Attribute: Cinema XXI: Terbesar di Asia Tenggara.

4. Product Category: Suzuki SX4: Cross-over pertama di Indonesia

5. Competitor: Mercedes Benz: Engineered like no other car.

6. Occasion: Silver Queen: Santai tidak lengkap tanpasilver queen.

7. User: Honda MegaPro: Motornya lelaki

8. Quality: Quality is Our Job 1

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To Look for Dimension:

Brand Association

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Product Repositioning

Reason to repositioning

1. Too many competitor stressing the same attribute

2. To satisfy changing consumer reference, Kentucky “Fried” Chicken change to KFC ; Jhonson and Jhonson repositioning as product for “grown ups”

3. Addition (Bilson Simamora): If previous position is not succeded. Naturade, before: suplemen otot dan otak, after: Gulanya murni

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Positioning of Service

Service marketer face saveral unique problems in positioning dan promoting their effort, because service are intangibles, image become a key factor in differentiating a service from its competition.

The marketing objective is to enable to consumer to link a specific image, with specific brand name.

Five enviromental variables most important to bank customers : (1) Privacy (transaction privacy, etc). (2) Efficiency/convinience (transaction area that are easy to find. Etc). (3) ambient background condition (temperature, lighting,noise,music). (4) social conditions (the physical appearance including bank personnel) and (5) aesthetics (colour, style, use of materials)

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Perceived Quality: Goods

• Consumer often judge the quality of a product or service on the basis of a variety of informational cues that they associate with the product

• The cues can be :

1. Intrinsic cues: concern physical charateristics of the product itself (size, colour, aroma)

2. Extrinsic cues (packaging, pricing, advertising)

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Perceived Quality: Service

• Perceived Quality of Services: more difficult, services is intangible, variable, perishable and simutaneously produced and consume

• Service perceived quality dimensions:

1. Tangibles

2. Reliability

3. Responsiveness

4. Assurance

5. Empathy

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Retail Store Image

Retail store have images to influence the perceived quality of products that it carry and the decisions of consumers as to where to shop

Studies of retail store found :

1. Consumer perceptions were more heavily influenced by ambient (athmosphere) factors (scent, sight, layout)

2. Behavior of other customers within the store and the sales personnel have more effect than by store design features.

3. Consumers tend to perceive stores that offer a small discount on a large number of items as having lower price over all than competing stores that offer larger discounts on a smaller number of product

4. The width of product assortment also effects retail store image

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Manufacturers Image

• New products from credible manufacters are

accepted more readily than those of

manufacturers who have a less favorable or

even neutral image (double jeopardy).

• A positive correlation between pioneer brand

image and an individual ideal self image,

which suggests that positive perception toward

pioneer brands lead to positive

purchase intentions.

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