Leveraging a Brand Asset, Innocent Drinks

Case Study and Brand Strategy

Brand Positioning Process

1. Defining the market in which the product or brand will compete.
2. Identifying the attributes that define the product space
3. Collecting information from a sample of customers about their perceptions
of each product on the relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes.
7. Examine the fit between the product and the market.

Described by Philip Kotler, a model process consisting of four stages which he

calls “The Four Ps of Strategic Marketing”:
Probing
 Research on the target market.
 What the market’s like?
 Who is in it?
 What they need and want?

Partitioning
 Market does not cluster itself into groups, into segments.
 Market has different needs and wants.
 Do market Segmentation.
Prioritizing
 It is not possible to satisfy all with one offer.
 Offer it to a specific segment.
 It comes to targeting.
Position
 For each market going to make an offer into target.
 Decide on the message on what you want perceived by the target market.
Factor of Brand Positioning
 Brand Attributes
What the brand delivers through features and benefits to consumers.
 Consumer Expectations
 What consumers expect to receive from the brand.
 Competitor attributes
What the other brands in the market offer through features and benefits to
consumers.
 Price
An easily quantifiable factor, your prices versus your competitors’ prices.
 Consumer Perceptions
The perceived quality and value of your brand in consumer’s minds.
Choosing a Brand Position
Brand position will be something that consumers throughout the market
understand and express. A brand has therefore to be designed so that all
elements of the marketing mix communicate the same message. The design
process will by definition involve nearly all the company’s functions and
operations. The selection position will probably involve a searching analysis of
the company’s own strengths and weaknesses. And then after, aspects which do
not contribute to the position can be designed out of the product.
Criteria for Selection
The position must be:
 Salient
No use of positioning upon something which is not used by customers as
an indicator of quality

 Real Brand Strengths

If the message promises something which cannot be delivered, the
consumer will be less likely to purchase regularly, and may not even
patronize it.
 Competitive Advantage
Without a perceived difference, there will be a risk that all products are
seen as similar and the purchase gets made on price.
 Communicable
If it is to complex, or relies on extensive use of brand, consumers cannot
be relied upon to put in the substantial effort required to discern the
message.