branding & positioning in healthcare

ASCIHealthcare Mktg Module 2008

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Positioning

&

Branding

in

Healthcare


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PRODUCTPRODUCT=TANGIBLE OBJECT

A Product is a produced item which has

• Tangibility (it can be touched and handed from one person to another)

• Attributes & Features (objectively assessable properties)

• Also can have symbolic signatures (distinctive graphic elements)


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BRANDBRAND= IDEA

• A “ Brand” is a set of ideas which from an image theconsumer (and trade) holds about the product(s) under a Brand Name.

• It is this set of ideas which makes a product worth more or less to the consumer.


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LET’S TRY THIS OUT• What name comes first to your mind on seeing

the following words

– Car

– Cold drink

– Film star

– Cricket

– MBA

– MHA


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A brand is

like a reputation

for a person.

You earn reputation

by trying to do

hard things well


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PRODUCT


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BRAND RANI MUKHERJI


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PRODUCT


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BRAND AISHWARYA


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PRODUCT


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BRAND JLO


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PRODUCT


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BRAND RAJNIKANT


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Product = Commodity

A product is a produced item always possessing these characteristics:• Tangibility• Attributes and • Features

Brand = “Mind Set”

The sum of all communications and experiences received by the consumer and customer resulting in a distinctive image in their “mind set” based on perceived emotional and functional benefits.


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Relative Brand DistinctionThe more distinctive or different a brand is in the

consumers “mind set”, the stronger brand preference becomes. This is critical to keeping

competition from the consumer’s consideration. OWN Something

Strong Brand

Perceived by theConsumer as

Unique

Products(Commodities)

No DifferenceExcept Price

BrandName

Well KnownBut Similar

Brand

Distinctive

Timothy D. Ennis, Ennis Associates, Inc


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WHAT IS A PRODUCT ?

• Kotler’s Five levels to a product:

Generic Product

CORE BENEFIT

Expected Product

Augmented Product

Potential Product


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CORE BENEFIT

The Fundamental Need or Want that consumers satisfy by consuming the product or service

WHAT IS A PRODUCT ?• Kotler’s

Five levels to a product:


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CORE BENEFIT

Generic Product

Basic Version of the product containing only those elements absolutely necessary to function. No distinguishing features.

WHAT IS A PRODUCT ?



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CORE BENEFIT

Generic Product

Expected Product

Attributes and Characteristics that buyers normally expect and agree to when they purchase a product

WHAT IS A PRODUCT ?



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CORE BENEFIT

Generic Product

Expected Product

Augmented Product

Additional product attributes, benefits, or related services that distinguish the product from competitors




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CORE BENEFIT

Generic Product

Expected Product

Augmented Product

Potential Product All the augmentations and transformations that a product might ultimately undergo in the future




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Generic Product

CORE BENEFIT

Expected Product

Augmented Product

Potential Product

The Fundamental Need or Want that consumers satisfy by consuming the product or service

Generic ProductBasic Version of the product containing only those elements absolutely necessary to function. No distinguishing features.

Expected ProductAttributes and Characteristics that buyers normally expect and agree to when they purchase a product

Augmented ProductAdditional product attributes, benefits, or related services that distinguish the product from competitors

Potential ProductAll the augmentations and transformations that a product might ultimately undergo in the future




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Generic Product

CORE BENEFIT

Expected Product

Augmented Product

Potential ProductKotler’s Five Levels

of A Product



BrandName


Brand

Distinctive

Strong Brand


Unique

BRAND DISTINCTION by Timothy D. Ennis

WHAT IS A BRAND ?


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Generic Product

CORE BENEFIT

Expected Product

Augmented Product

Potential ProductKotler’s Five Levels

of A Product



BrandName


Brand

Distinctive

Strong Brand


Unique

BRAND DISTINCTION by Timothy D. Ennis

OWN Something

WHAT IS A BRAND ?


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• This example explains that guests of a hotel come to stay for the most fundamental, core benefit, which is a place to sleep.

• The second level or basic product provides the hotel customer with the necessities, including a bed and a bathroom.

• The third level or the expected product is a step up toward more customer value with the customer expecting clean facilities and a room that is neat and tidy.

Hotel Example on 5 Levels to a Product


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• The next level of satisfaction is the augmented product, a level that is meant to exceed customer expectations. A hotel room that includes HBO and Showtime and perhaps mints on a pillow might qualify as an augmented product.

• The final level of perceived customer value is the potential product or the level that seeks to be everything and more to its customer. At this level of satisfaction, the hotel guests are delighted at the great lengths the hotel goes to satisfy a variety of needs.

Hotel Example on 5 Levels to a Product


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Source of company wealth for generations Improves with Age Develop clearly defined personalities Develop affection & loyalty of the public Become parents to sub-brands and brand extension

WHY DEVELOP A BRAND ?

Brands = Powerful Emotional Tools


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Truly understood brands are the things which patrol the boundary between people and the world outside them.

A brand with an emotional difference can potentially command a premium forever.

WHY DEVELOP A BRAND ?


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Don’t JUST sell products

Communicate Clear Values

Stretch Across a Number of Products

Attached to Consumers/ NOT Products

Individualized Relationships

SUCCESSFUL BRANDS


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Deep respect for the way products fit into

consumer’s lives = “core” of success

Consumer Relationship = Loyalty

Social Changes in their favor


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Most successful brand launches

10 most successful brand launches

• Swift

• Indian Idol

• Kingfisher Airlines

• KBC II

• Toyota Innova

• Motorola Motorazr

• Livon

• Fame Gurukul


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• A strong brand influences the buying decision and shapes the ownership experience.

• Branding creates trust and an emotional attachment to your product or company. This attachment then causes your market to make decisions based

• A strong brand can command a premium price and maximize the number of users.

• Branding helps make purchasing decisions easier. A strong brand will help your customers trust you and create a set of expectations about your products without even knowing the specifics of product features.

• Branding will help you "fence off" your customers from the competition and protect your market share while building mind share.

Benefits of a Strong Brand


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Benefits of a Strong Brand• A strong brand can make actual product features virtually

insignificant.

• A strong brand helps you sell value and the intangibles that surround your products.

• A strong brand signals that you want to build customer loyalty, not just sell product. A strong branding campaign will also signal that you are serious about marketing and that you intend to be around for a while. A brand impresses your firm's identity upon potential customers,

• Branding builds name recognition for your company or product.

• A brand will help you articulate your company's values and explain why you are competing in your market.


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PRODUCT / BRAND RELATIONSHIP

A product only becomes a brand when its very name

evokes in the consumer’s mind a clear and consistent

image. It takes discipline, perseverance and creativity to

build a strong brand.


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WHERE DO BRANDS EXIST ?


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Brands are not built by

Advertising

But by the brand

Experience


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STEPS TOWARDS BRANDING

• Building Brands in the new economy• Clarify the corporation’s basic values • Define brand footprint and brand’s basic essence to be

delivered wherever it is sold.• Develop a more comprehensive brand-building plan.• Use the brand-value proposition as the key driver of the

company’s strategy, operations, services, and product development.

• Measure their brand-building effectiveness, by a more comprehensive set of measures including customer-perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy.


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BUILDING BRANDS

Clarify Corporation Values • Everyone in the company lives the brand

– Three ways to carry on internal branding – Employees must

– Understand

– Desire, and

– Deliver on the brand promise

• Corporate Vision

• Corporate Mission statement


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• The First thing you need to do is create a marketing vision to rally your forces.

“Where there is no vision, the people perish.”

BUILDING BRANDS


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“Wockhardt Hospitals will strive

with excellence to fulfill the needs

of the community in its chosen

field of medical treatment”

WOCKHARDT HOSPITALS VISION


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Various Mission statements

• Goodyear• “Our mission is constant improvement

in products and services to meet our customers’ needs. This the only means to business success for Goodyear and prosperity for its investors and employees.


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Intel Corporation

• “Do a great job for our customers, employees, and stockholders by being the preeminent building block supplier to the computing industry.”http://www.Intel.com/


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Marriott

• Grow a worldwide lodging business using total quality management (TQM) principles to continuously improve preference and profitability. Our commitment is that every guest leaves satisfied.


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MISSION STATEMENT WOCKHARDT HOSPITALS

“To serve and enrich the quality of life of patients suffering from diseases, through the efficient deployment of technology and human expertise, in a caring

and nurturing environment with the greatest respect for human

dignity and life”


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Merck & Co.,Inc• The mission of Merck & Co., Inc., is

to provide society with superior products and services—innovations and solutions that satisfy customer needs and improve their quality of life—to provide employees with meaningful work and advancement opportunities and investors with a superior rate of return.


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LIC’s Vision Mission• Mission

"Explore and enhance the quality of life of people through financial security by providing products and services of aspired attributes with competitive returns, and by rendering resources for economic development."

Vision"A trans-nationally competitive financial conglomerate of significance to societies and Pride of India."


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Apollo Hospital


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DHLVision

“Customers trust DHL as the preferred global express and logistics partner, leading the industry in terms of quality, profitability and market share.”

From our current work, there are signals that our customers – particularly those that are global brands – have increasingly rigorous expectations of their suppliers in terms of their ethical, social and environmental performance.

Mission

DHL enhances the business of our customers by offering highest quality express and logistics solutions based on strong local expertise combined with the most extensive global network presence

• DHL attracts, develops and retains exceptional people by creating a truly global working environment and placing value on our multi-cultural heritage

DHL delivers above-average returns by providing superior quality and solutions at all levels of the business processes

• DHL is a responsible corporate citizen in all countries in which we operate, taking into account the social and environmental needs of our employees, local communities and the public


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Thomas Cook

• Our Vision• To become the No. 1 company

in all our Core Businesses through Customer Focus and Teamwork

• Our Mission• Exceptional Service from

Exceptional People


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Whirlpool• Our all pervasive vision of Every Home...

Everywhere, with Pride, Passion and Performance rests on the pillars of Innovation, Operational Excellence, a customer-centric approach and diversified talent. These are embedded in our business goals and strategy, processes and culture.

• Be it our products that are the result of innovation and operational excellence to meet every need of our consumers or the people behind these products that come from a wide spectrum of backgrounds thus depicting diversity in talent, everything we do features a distinct Whirlpool way.


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Hero Honda• Vision• Hero Honda’s mission is to strive for

synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.

• Mission


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BRAND EQUITY

A Brand’s Equity

is

everything

that would have to go with it

if it were sold to another company.


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BRAND EQUITY

This includes the following elements:

Consumer Perceptions, Attitudes, Behaviour

Consumer Sales Levels & Market Share

Distribution Channel Status

Factory Sales Level

Predictable Profits


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Brand Equity

Building Roadmap


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BRAND’S FOOTPRINT

Brand’s Footprint is the unique imprint

it makes upon the consumer’s mind.


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Brand’s Footprint is the unique imprint it makes upon the consumer’s mind.

It is up to us as marketers to be sure each brand’s footprint is deep, clear and attractively distinctive. Global brands need to press the same footprint everywhere in the world, but they must be sure to allow for differences in the cultural soil.

Brands leave footprints by what they do, whether by plan or by accident.

A distinctive and positive brand footprint requires planning and fanatic commitment to imprinting it.


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FOOTPRINT ELEMENTS (FORMAT & CRITERIA)A well-designed Brand Footprint looks like this:

BRAND:BRAND:

CORE VALUES Three 1-2 word

descriptions of the brand’s inner driving

priorities

CORE VALUES Three 1-2 word

descriptions of the brand’s inner driving

priorities

PERSONALITY Three 1-2 word traits that would describe the brand if it were a

person

PERSONALITY Three 1-2 word traits that would describe the brand if it were a

person

BRAND ESSENCE

The central point of the Brand’s

Relationship with its consumer

BRAND ESSENCE

The central point of the Brand’s

Relationship with its consumer


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Governing Ideas of Any Organization or Individual

• A Vision, a purpose or mission, and core values are the governing ideas behind any enterprise -individual or organizational.

• These ideas answer three critical question: "What?" "Why?" and "How?"


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• Footprint Essentials– Footprint development should be done with

ample research and time to get it right

– Entire organisation and outside agencies should be passionately committed to executing the footprint

– Brand footprint should stay in place for a lllloooonnnnggggg time


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BRAND FOOTPRINT EXAMPLES

Core Values PersonalityFun-LovingHonest

AmericanSocially Active

Essence

The refreshing bond between people everywhere

RefreshmentBonding

peopleAlways there


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Core Values Personality

Young-MindedAggressive“Cool”

Essence

The soft drink for today’s tastes and experiences

EnjoymentBeating CokeUp-To-Date


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Core Values PersonalityWarm,

EmotionalDependableHelpful

Essence

The loving relative who preserves the family’s stories

Highest QualityFamily MomentsConsistently Simple


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Core Values Personality

CreativeTechnicalQuiet

Essence

The technological edge of knowledgeable photographers

Truest ColorsCapture

SubtletiesReasonable Price


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• Positioning the product– Positioning is the tool we use to place our

product foot in the consumer’s mind

– It places the product in a competitive

frame of reference

– It conveys the benefit it intends to own in

the mind of the core target consumer


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• Positioning the product– Positioning answers the following questions

• What kind of a thing is it?

(what category does it compete in)

• What benefit does it offer?

(what is its zone of authority)

• For whom is it?

( Is it for people who are like

me)


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• Positioning essentials– Do your homework?

• What is our market like?• Who is our target customer?• What is our employees outlook?• What is our organizational strength and weakness?• Who is our competitor?• What is our competitors strength and weakness?

– Positioning is a long term strategic decision. It will take consistency, time and money to achieve a deeply etched position in consumer’s mind


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• Positioning essentials– Consumers usually associate a category’s

standards with the given category leader.

– No brand can be all things to all people. Even the

leader must claim a key, characteristic benefit

– Brands which are not leaders must define their

positioning relative to the leader’s

– Everything that the brand does that touches the

consumer must be consistent with its positioning


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Remember, the first perception

in the mind grows roots and is very

hard to change


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Elements of Positioning Statement

A. TARGET MARKET

• I am the type of person who ________________________________ (soft drink users)( habit or attitude relating to product usage)

• I like to think of myself as _________________________________(modern)(relevant values)

• And I want to be seen as _________________________________(Young & Up-to-date)(social image)


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WHO is our Core Target Customer ?

1. Have we defined him/her as a person with needs, wants, hopes and desires, or are they defined as data and demographics ?

2. Would the target recognise him/herself and care about being part of that group ?

3. Does our target have a real reason to be interested in our product and its category ?

4. Is the size of the target group as large as identity and interest will allow? What about its trend and potential? What other clusters are evident-their size, trend and potential?


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TARGET MARKET

1. MEANINGFUL IDENTITY: Would the target consumer

recognise themselves in the statement and care about being

part of this group?

2. MOTIVATION : Does my “target market” statement

capture the target consumer’s core need which is answered

by our product’s owned benefit?

3. SIZE : Is the target stated as broadly as #1 & 2 above will

allow ?


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ELEMENTS OF POSITIONING STATEMENT

B. FRAME OF REFERENCE

• So when I’m shopping for (in the market for) a _______________________________(Soft Drink)(category/segment name)

• I prefer_______________________________(Pepsi)(your brand name)


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WHAT frame of reference offers opportunity ?

1. Does your target really understand what product(s) our brand replaces?

2. Do prospects regularly use this category or segment?

3. How large and profitable is the segment ? What trends are evident and anticipated?

4. How strong in share, awareness and perception is the competition?

5. How will the competition react? Will expected returns be worth the fight?


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FRAME OF REFERENCE

1. SIMPLICITY : Would the consumer know exactly which type

of product ours is ? Have we defined a real “competitive set?”

2. RELEVANCE : Is our frame of reference relevant to the

target’s need and is our benefit relevant within this frame of

reference?

3. SIZE : Are we being sufficiently (but not overly) ambitious in

the competitive set we are going after ?


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C. OWNED BENEFIT

• Because it gives me a feeling of _______________________________(That is most in style

(their feeling or experience) and wanted more soft drink today)

• (Optional) as a result of _______________________________(B’coz It has the taste(factual support) “With It” People Prefer)


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WHAT unique benefit can our brand own?

1. What important benefit perception can we own?

2. Of these, what can our product deliver?

3. Does our core target want our unique benefit without further explanation? Is it important to them?

4. How competitively advantageous will it be to own this benefit? Very… or marginally?

POSITIONING DEVELOPMENT


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OWNED BENEFIT

1. DESIRABLE : Is this the answer to the target consumer’s “Motivation?”

2. OWNABLE : Can our brand be the one which is most clearly associated with this benefit?

3. DELIVERABLE : Can we live up to this promise?

TOTAL BENEFIT 1. COHESIVE : Do all the elements work together as one thought ?

2. CREDIBLE : Is it reasonably believable?

3. COMPELLING : Does it state a premise worth a purchase?


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A. TARGET MARKET• I am the type of person who

is busy and active with other people all day long( habit or attitude relating to product usage)

• I like to think of myself as self respecting and sensitive to others(relevant values)

• And I want to be seen as modern, attractive and nice to be around(social image)


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• So when I’m shopping for (in the market for) a Soap(category/segment name)

• I preferLux(your brand name)


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C. OWNED BENEFIT• Because it gives me a feeling of

fair and confidence when I am with others (their feeling or experience)

• (Optional) as a result of its long-lasting reputation as The beauty soap preferred by beautiful actresses (factual support)


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A. TARGET MARKET• I am the type of person who

is busy and active executive( habit or attitude relating to product usage)

• I like to think of myself as energatic and sensitive to health(relevant values)

• And I want to be seen as modern and always fit(social image)


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• So when I’m shopping for (in the market for) a Executive Health Checkup(category/segment name)

• I preferASCI Executive Health Checkup(your brand name)


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C. OWNED BENEFIT• Because it gives me a feeling of

checking all pressure points in modern executive’s busy and stressful life(their feeling or experience)

• (Optional) as a result of checking all body parameters which are likely to come under pressure in an executive’s busy and stressful life and addresing all these problems comprehensively through consultation and guidance(factual support)


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The Cornerstone

• The brand positioning statement is the single most important item in all of marketing.

• It defines EVERYTHING about what your brand is to the consumer.


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BRAND CAPSULE•Consumer develops a capsulized version of the Brand

Footprint and Positioning

•Brand Footprint is stored deep in the subconscious.

•The Capsule is at the front of the mind like a computer

programme, name or icon.

CAPSULE CRITERIA•Simple Phrase

•One idea

•Relevant to a need


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CAPSULE EXAMPLES

Baby-Safe Tires

Original, authentic blue jeans

User-friendly computers

The “I’ve made it” wristwatch

The cowboy cigarette

Get-Out-And-Do-It sneakers / Athletic shoes

branding & positioning in healthcare

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