CRAFTING THE BRAND

POSITIONING

Positioning of Café Coffee Day

Positioning

Positioning is the act of designing the company’s

offering and image to occupy a distinctive place in

the mind of the target market.

…..

What?

Positioning is owning a consumer’s mind.

Positioning is not what you do to a product

It’s what you do to the prospect’s mind.

You position the product into the consumer’s mind.

„It‟s incorrect to call it product positioning‟ – Ries & Trout

Why?

The Assault on our Mind!

The Product Explosion

The Media Explosion

The Advertising Explosion

So Little message gets through that you

ignore the sender and concentrate on

receiver.

How?

The easy way to get into the customer’s mind is to be first!!

If you didn’t get into the mind of the customer’s first; then you have a positioning problem.

Better to be the First than to be the Best!

In the positioning era, you must however, be first to get into the prospect’s mind.

The Advantage of being first!

How?

The basic approach is not to create something new

or different but manipulate what is already in the

customer’s mind.

To find a unique position you must ignore

conventional logic.

Conventional logic says, you find concept inside

product.

Not true; Look inside prospect’s mind

Uncola Drink!!

You won’t find uncola

idea inside 7 Up but

you’ll find it in the

drinker’s head.

Components of Positioning

Product Class

Consumer Segmentation

Perception relative to Competitors

Benefits and Attributes

Product Class

The set of products and brands which are perceived

as substitutes to satisfy some specific consumer needs

Consumer Segmentation

Positioning main focus is on target consumer’s

characteristics, needs and expectations.

Target market and positioning strategies are like

the two sides of a coin. They are inseparable; each

depends on other.

Perceptual Mapping

Perceptual Mapping techniques identify the

underlying dimensions that differentiate consumer

perceptions of products and the position of existing

product on the dimensions.

Oil Brands & Attributes

Brands Attributes

Arnica Keeps Hair Healthy

Cantharidine Makes Hair greasy/oily

Dabur Amla Makes Hair glossy

Jabakusum Helps Hair growth

Keo Karpin Prevents Hair Fall

Mahabhringraj Prevents Dandruff

Parachute Has a pleasant Perfume

Tata’s Modern

Meant for People Like me

Inexpensive

Mean Score obtained 1-5

ArnicaCantharidin

eDaburAmla

JabakusumKeo

KarpinMahabhringraj Parachute Tata’s

Overall a good brand 3.6 3.6 3.7 3.9 4 3.8 4 3.9

Keeps Hair Health 3.5 3.4 3.6 3.8 3.7 3.6 3.6 3.7

Makes hair greasy 2.7 2.7 3.5 3.5 2.3 3.7 2.8 2.6

Makes hair glossy 3.3 3 3.2 3.2 3.5 3.1 3.2 3.4

Helps hair growth 3.7 3 3.4 3.6 3.4 3.5 3.4 3.5

Prevents hair falling 3.5 3 3.1 3.3 3.1 3.3 3 3.1

Prevents dandruff 2.8 2.3 2.6 2.6 2.7 2.3 2.6 2.6

Pleasant perfume 3.2 3.6 3.3 3.9 4 2.3 2.6 3.5

Modern 2.3 1.8 2.3 1.6 4.3 1.7 4.1 2.2

A brand for me 2.8 2.4 2.7 2.6 3.6 2.2 2.9 2.9

Inexpensive 2.8 2.9 3 2.9 3 3 3.3 3.3

Perceptual Map

Benefits & Attributes – WIIIFM

Solution that brand offers to its target customers.

Must offer a benefit, which is of importance to the

customer.

Differentiation

According to Theodore Levitt:

“The new competition is not between what companies

produce in their factories; but between what they

add to their factory output in the form of

packaging, services, advertising, customer advice,

financing, delivery arrangement, warehousing, and

other things that people value. “

Differential Advantage

Who am I?

What am I?

For Whom am I?

Why me?

Concerns with the corporate credentials of the brand.

The prospect’s urged to think of the brand in terms of

it origins.

WHO AM I?

Positioning By Corporate Identity

Positioning By Brand Endorsement

Positioning strategies around this

question relate to the product’s

functional capabilities.

WHAT AM I?

….

Category Related Positioning

Benefit Related Positioning

Positioning by Usage Occasion and Time of Use

Price-Quality Positioning

Category Related Positioning

Positioning the existing basic product in another

category, provided the attributes of the product

match consumer expectation from that category.

Nike Category Positioning

Basket ball

Shoes

Running Shoes

Jogging Shoes

Gym Shoes

Benefit Related Positioning

Successful

consumer

products promise

one or at the

most two

benefits.

CEAT Tyres

Different Benefits

Economy: those who low for low prices

Cosmetic: those who want bright teeth

Taste: mint, clove or salt

Medicinal: Prevention of decay

A hypothetical brand – Brownvita

As health Beverage

The health drink that‟s full of taste.

Energy drink emphasizing its carbohydrate contents

The health drink packed with energy.

Drink with natural goodness of malt, milk & cocoa

The health drink full of Natural Goodness.

Positioning by Usage Occasion and

Time of Use - DETTOL

Use with bathing water for a completely germ-free bath

Use with mopping water to disinfect floors completely

Use in washing laundry to disinfect your clothes

Price-Quality Positioning

The price quality approach of Positioning uses the

relation between price and quality such that it

optimally prices a product according to the quality of

the product to keep the product higher in the

customers mind.

Positioning the brand by target segment

For Whom am I?

Demographic

Behavioral

Psychographic

“what am I seen as”

Corporate… Power Dressing

Youth oriented

For those who

dare

Why Me?

Positioning by unique feature

Positioning by Competitor

SPANISH OLIVE OIL

Spain Produces 45% of world‟s olive oil

Italy: 21%

The Problem

Spain is the dominant leader in olive oil

production. But Italy is perceived as king.

Spain makes most of the oil while Italy

makes most of the money.

Step one: Positioning

“The world’s no. 1 Producer”

Step Two: Dramatization

“Two thousand years the Roman were our

best customers. Today, They still are.”

Positioning by Heritage

United States

Computers & Airplanes

Japan

Automobile &

Electronics

Switzerland

Banking & Watches

France

Wine & Perfumes

ITALY

Design & Clothing

2002-2003 Distinctive Identity

2007-08 Diverse Cultural Spectrum

Leadership Psychology

Humans tend to equate bigness with success

and social status.

Positioning by Leadership

…..

Happy Ending….

Repositioning

An exercise to create a new positioning for an

existing product in the consumers’ mind.

Repositioning is required when

The original Positioning becomes less attractive

It gets Eroded due to longevity

Positioning seized by competition

When competition positions their product positioning too

close.

When the taste and need of the market change

To Increase relevance to the consumer

To Increase occasions for use

To increase sales

Bringing in new customers

Making the brand contemporary

Differentiate from other brands