POSITIONING & COLOURS IN BRANDING

POSITIONING- DEFINED

• The Indian Pharmaceutical Market has more than 60,000 brands.• Each doctor is visited by 15-20 medical reps on an average everyday. • In this over communicated industry impact of advertising/ detailing

needs serious assessment.• The only hope to score big is to be selective, to concentrate on narrow

targets, to practice segmentation. In a word, ‘positioning’.

Positioning is How you differentiate yourself in the minds of the Customer- Al Ries & Jack Trout

Thanda Matlab

Germicheck Matlab

It is better To Be First In The Mind, Than To be first in the Market

THE LAW OF THE MIND

FIRST IN THE MARKET

FIRST IN THE MIND

POSITIONING= WHO + WHY

WHO we are targeting the

Brand at

WHY we expect the doctor to prescribe our brand in the

patient segment in preference to competitors

•Avoid being all things to all people•Focus only on your main competitive advantage•Ensure positioning is delivered through every element of the marketing mix•Customer/patient/field insight is a must to arrive at a clear positioning

DIFFERENTIATOR

SOME POINTS OF DIFFERENCE IN PHARMACEUTICALS

•Patented ingredient

•More effective

•Superior product design

•Greater safety

•More features than other brands

•Better tolerability

• Fewer side effects

• Greater convenience

• Superior service

• Longer lasting

•Perceived patient/customer advantage

•Unique endorsement (KOL support etc.)

• One of the key elements of building a strong brand is colour selection. Every colour has a different feel and various associations. By choosing a colour or a combination of colours for your brand identity, you will take on those associations. Colours will evoke certain emotions and feelings towards your brand so it is vital to choose a colour that will represent your identity effectively.

• Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.

COLOURS IN BRANDING

Source :http://www.usabilitypost.com/2008/09/29/a-guide-to-choosing-colors-for-your-brand/

COLOURS AND ASSOCIATIONS

Source :http://www.usabilitypost.com/2008/09/29/a-guide-to-choosing-colors-for-your-brand/

Thank You