What is positioning?

Brand is a value proposition

The concept of brand identity is implemented through
brand positioning
Positioning is outcome of our perceptions about the brands
relative to the competing brands
Value Proposition
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
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moderate price

What is brand positioning?

The act of designing the companys offering and image to

occupy a distinctive place in the mind of the target market.

Positioning research helps answer some

important questions
What are our relative (to our competitors) strengths and
weaknesses?
How do consumers see our product? What do they think about us?
What is our image?
What is our competitive advantage? (how are we better than or
different from the competition)
Who are our customers?
Are our selling points being relayed to the right mix of consumers?
Can we target our product to other markets by emphasizing other
benefits?
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Some commonly used positioning strategies are:

Positioning against abroader market

Positioning against aprice segmentof the market
Positioning against ausage segmentof the market
Positioning against ageographic segmentof a market
Positioning against apsychographic segmentof the
market
Positioning against achannel of distribution

Research for Positioning

Starts with the study of the market to identify the factors which are
most important to various users of the product category
1. Investigate what consumers do with the product
2. Attitudinal information should be developed according to the
purpose for which the brand is to be used not just for any tow
brands
3. It is important to ask why a product or brand is not being used
4. When there are existing brands, it is important to identify where
they are placed in the consumers mind
5. Positioning is creative
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Research Methods For Positioning

Qualitative methods(focus groups, depth interviews, and ethnography)

Quantitative methods

Innovation methods

Positioning concept tests