Identifying & Establishing

Brand Positioning
 Positioning – The Battle of Your Mind

To succeed, the first step is to position or ‘situate’ the

brand in the target consumer’s mind in such a way,

That in his or her perception of the brand,

It is distinctive and offers a persuasive customer value

better than
its competitors.

This is called competitive advantage

 The Process of Market Positioning
Identify Target Markets
Tangible (colour, size, design)
STAGE 1
Identify key offer characteristics Intangible (reputation, guarantees, Service
features )

STAGE 2
Draw a perceptual map

Head-On “me too”’

STAGE 3
Decide on a competitive strategy
Position away / avoid competition
Less profitable; on growth

STAGE 4 USP
Design offer attributes, associated
Imageries

STAGE 5
Sustain a competitive advantage

3
Brand knowledge

 Associative Network Memory Model

Bathing

Clean

Green and
LIRIL Yellow
Brand
Lime
Image

Fresh

Brand
Waterfall
Awareness
Brand knowledge
 Associative Network Memory Model

Indianness (co-operative)

Dr. Kurien
Value for
Money
Amul Brand
Gujarat /
Anand
Moppet Image

Real milk
Dairy
product
Brand
Awareness
Competitive Positioning
 The Process of Market Positioning
Identify Target Markets Tangible (colour, size, design)

STAGE 1 Intangible reputation, guarantees

Identify key offer characteristics Service features identification
And weightage to each of them

STAGE 2
Draw a perceptual map
Head-On “me too”’

STAGE
STAGE 3
3
Decide ona acompetitive
Decide on competitive strategy
strategy Position away / avoid competition
Less profitable; on growth

STAGE 4
STAGE 4 USP
Design offerattributes,
Design offer attributes, associated
associated
Imageries
Imageries

STAGE 5
Sustain a competitive advantage

7
 Occupy a ‘slot’ in consumer’s mind

Positioning, therefore starts with our

understanding or ‘mapping’ of a prospect
consumer’s mental perceptions in such a way that it
occupies a ‘slot’ in the mind with reference to other
brands
Lifebuoy occupies the hygiene slot
Mysore Sandal the pure and natural fragrance
‘slot’,
Margo occupies the herbal ‘slot’.
 Perception and Positioning

Perception in simple terms is the meaning added

by an individual (in this context consumer) to
the information that has been sensed from the
environment.

For instance, a consumer may feel that all

products of Sony are high quality technology
products without having any experience with
brand.
 Perceptual Mapping

Represent consumer perceptions – in

(usually) two dimensional space so that
the manager can readily see where his
own brand is positioned in the mind of his
prospect and in relation to other brands
 Perceptual Mapping of digestive brands
Medicinal

Gelusil
Eno
Digene

High Efficacy Low Efficacy

Pudin Hara

Hajmola

Natural
 Perceptual Mapping for hair oils
Pleasant
perfume

Keo Karpin

Arnica

Dabur Amla

Makes hair greasy Helps hair

Parachute grooming

Mahabhringaraj

No perfume
Perceptual Mapping for toothpaste
Fresh breath
High

Close-up

Colgate

Low High
Pepsodent
Good for gums
Forhan’s
regular

Dabur lal
powder

Low
Perceptual Mapping of Oil brands

Taste High
Postman
Sundrop

Dhara Groundnut

Low High

Health

Saffola

Low
 The Process of Market Positioning
Identify Target Markets
Tangible (colour, size, design)

STAGE 1 Intangible reputation, guarantees

Identify key offer characteristics Service features identification
And weightage to each of them

STAGE 2
Draw a perceptual map Head-On “me too”’

STAGE 3 Position away /

Decide on a competitive strategy avoid competition
Less profitable; on growth
STAGE 4
USP
Design offer attributes, associated
Imageries

STAGE 5
Sustain a competitive advantage

15
 Create a Competitive frame of Reference

Frame of reference is the starting point for competitive

positioning.

 Corporate Identity/ Associative Network Memory model

 Target Consumer
 How the brand is similar to competitor’s
 How the brand is different from competitor’s.

Who am I? What Am I? (POP)

For whom am I? Why me? (POD)

 Brand Positioning

Product - Who am I?
a) This question deals with the origins of the brand , its
parentage. We can position the brand with
reference to its corporate identity or as an extension
of a well established brand.

Define TG - For Whom am I?

a) Demographic
b) Behavioural (usage pattern)
c) Psychographic segments
d) The Consumer as a whole person
 Why For whom
me?
To satisfy in Young, 20-30
between meals / years, M/F
hunger
Cadbury Perk

Any time - any

Cadbury Perk
where
What am I? Who am I ?
 Why For whom
me?
Oral hygiene & Everyone above
the age of 3yrs
Fresh breadth

Colgate
When you wake-up
Colgate
After meals What am I? Who am I?
Before going to sleep
 What am I –
Points of Parity Association
POPs, are those associations that aren’t

necessarily unique to the brand but may in fact

be shared with other brands

 Points of Parity Association

The brand has to have certain points of parity

(POPs)
In reference to the product group it is in.
e.g.
Toothpaste , the brand has to foam, clean,
taste reasonably well, etc.
 Points of Parity Association

POPs come in four basic forms

 Category related
 Benefit related
 Usage Occasion and Time of Use
 Price / Quality by Usage Occasion and Time
of Use
 Points of Parity Association

1) Category Related
Tanishq……watches sold as jewellery

Vaseline……petroleum jelly sold as lip salve

and moisturizer

Sugar free….historically sold to diabetics

through chemist outlets, now being sold as
weight control device, targeted at the figure
conscious being sold through supermarkets
 Points of Parity Association

2) Benefit related
a) Functional –
Lifebuoy (kills the germs you cannot see)
Pepsodent (12 hr protection against germs)
Fevicol (jod jo tootega nahin)
M-Seal (seals all leaks)

a) Emotional –
Close-Up (confident)
Franklin Templeton Blue Chip (secure)
Liril (fresh)
J&J (caring)
Axe (irresistible)
 Points of Parity Association

3) By Usage Occasion and Time of Use

Kwality Walls….(post dinner treat….10
o’clock)
Listerine (Night time rinse….Get fresh tonight)
Clorets (after drinking, smoking, eating….after
anything)
Nescafe (great start to the morning)
Britania’s Chai Biscoot (for tea times)
Domino’s (when families are having fun, e.g.
watching TV or playing scrabble)
 Points of Parity Association

4) Price-Quality by Usage Occasion and

Time of Use

Peter England (the honest shirt)

Big Bazaar
Westside (surprisingly affordable)
Indian Airlines (Apex fares)
Nirma
 Points of Parity Association

Hence a brand can “break-even” in those areas where

their competitors are trying to find an advantage and

can achieve advantages in some other areas, the brand

should be in a strong – and perhaps unbeatable –

competitive position.
 Why me ?
Points of Difference Associations
PODs are Strong, Favourable, Unique

brand associations for a brand. They

may

be based on virtually any type of attribute

or benefit association.
Point of Difference Associations

Brand Differentiating
Parameter
• Gillette Double Edged Blade
• Dove Soap One Fourth Moisturiser
• Orchid Hotels Eco – Friendly Hotel
• Ariel Detergent Performance
• Ceat Tyres Tough
• Maruti Service After Sales Service
• Maggi Food in two minutes
• McDonalds Burgers that taste the same
• Saffola 98% Fat free
• Asian Paints Computerized Shade Cards
• ICICI Bank First Internet Banking Service
• Scotch Brite Scrub with Sponge & Coir
 POPs vs. PODs
The critical task is to identify a POD. How is the brand going
to be different from other brands in the category

Category Brand POP POD

Toothpaste Anchor White Vegetarian
Taste Price
Foam

Cars Tata Indigo Looks Interior

space
Power Ride comfortably

Scooters Honda Activa Power Style

Price
 POPs vs. PODs

Gujarat / Anand

Indianness Value for Money

Real Milk Amul Colourful

Ice-cream Ice-cream Youth

Fu
n
Kwality
Moppet Walls Attitude
Dr. Kurien

Enthusiasm
Premium
 POPs vs. PODs

Yellow
Food

Sundrop
Fitness
Healthy

Little Kid
Refined Saffola
Oil

Heart Attack
 The Process of Market Positioning
Identify Target Markets Tangible (colour, size, design)

STAGE 1 Intangible reputation, guarantees

Identify key offer characteristics Service features identification
And weightage to each of them

STAGE 2
Draw a perceptual map

Head-On “me too”’

STAGE 3
Decide on a competitive strategy Position away / avoid competition
Less profitable; on growth

STAGE 4
Design offer attributes, associated USP
Imageries

STAGE 5
Sustain a competitive advantage

33
 USP - Definition

Having a USP will dramatically improve the positioning

and marketability of your company and products by
accomplishing 3 things for you:

 Unique - It clearly sets you apart from your competition,

positioning you in more logical choice.
 
 Selling - It persuades customer to exchange money for a
product or service.
 
 Proposition - It is a proposal or offer suggested for
acceptance.
 Winning USP examples

The following are powerful USPs that alleviate the "pain"

experienced by the consumers in their industries..

Example #1 - Package Shipping Industry

 Pain - I have to get this package delivered quickly

 USP - "When it absolutely, positively has to be there

overnight." (Federal Express)

Example #2 - Food Industry

 Pain - The kids are starving, but Mom and Dad are too
tired to cook!

 USP - "Pizza delivered in 30 minutes or it's free." (Dominos

Pizza)
(This USP is worth $1 BILLION to Dominos Pizza)
 How to create your “USP”

How To Develop Your Unique Selling Proposition (USP)

 Your USP is the very essence of what you are

offering. Your USP needs to be so compelling that it can be
used as a headline that sells your product or service.

Step 1: Use Your Biggest Benefits

Step 2: Be Unique
Step 3: Solve An Industry "Pain Point" Or "Performance Gap“
Step 4: Be Specific And Offer Proof
Step 5: Condense Into One Clear And Concise Sentence
Step 6: Integrate Your USP into ALL Marketing Materials
Step 7: Deliver On Your USP's Promise 
 How to create your “USP”

Proposition Examples:

 Hallmark: When you care enough to send the very best.

 Subway: Subs with under 6 grams of fat.
 "You get fresh, hot pizza delivered to your door in 30
minutes or less -- or it's free." Domino's Pizza
 "When your package absolutely, positively has to get
there overnight" Fedex
  “Little drops of joy" Coca-Cola
 "Diamonds are forever ..." DeBeers
 "The ultimate driving machine" BMW
 "The best a man can get" Gillette
 The Process of Market Positioning
Identify Target Markets Tangible (colour, size, design)

STAGE 1 Intangible reputation, guarantees

Identify key offer characteristics Service features identification
And weightage to each of them

STAGE 2
Draw a perceptual map

Head-On “me too”’

STAGE 3
Decide on a competitive strategy Position away / avoid competition
Less profitable; on growth

STAGE 4
USP
Design offer attributes, associated
Imageries

STAGE 5
Sustain a competitive advantage

38
 Repositioning – Gaining competitive
advantage

Over time a great brand idea doesn’t change, only its

expression does.

Renewing and refreshing the expression to ensure

continuing relevance is a challenging journey.

So if Surf is about Champion Mother and yesterday’s

dirty kids, modern parenting is all about good
mothers who allow their kids to get dirty.