BRAND POSITIONING BY SUNIL GUPTA

Introduction main yeh btaya hai that consumer has too many choices available even to just buy a
drinking water, each brand position itself differently in the minds of consumers. So in introduction they
gave a brief overview of the article, what it’s going to be, how to formulate brand positioning strategy
and what are the complications which you might face as a marketer.

BRAND POSITIONING: is how you want your consumers to remember the brand. How you want your
customers to recall your brand. Positioning is a cold blooded no non-sense statement, whereas
positioning statement is how you want your brand to be perceived by the audience.

TED LEVITT ON POSITIONING: Ted kehta hai kay there is no such thing exist as commodity product.
Marketing managers ko yeh seekhna zaroori hai kay woh product ko apni company k saath link na Karen
balkay value proposition dekhen apnay product ki jo kay consumers ki life main add howee hai after
using that product. Tedd kehta hai kay har product/ service ko creatively differ kia jaa sakta hai apnay
competitors say. Lekin iskay liye sab say zarori hai kay company ko apnay customers kay baray main
achi knowledge ho, tabhi who better value proposition add kar payengay consumers ki life main apnay
product k through.

Crafting A Positioning Statement: is the unique value which the brand offers to a particular target
market. Aaj kal consumers k paas choices and alternate solutions itnay hen kay agar apki positioning
statement up to the mark nahi hai to consumers apkay brand ko consider hi ni kartay, positioning
statement are often the starting point of marketing message, also positioning statement jo hai woh apki
strategy hai for the internal managerial audience not for external consumer audience. Too formulate a
positioning statement the 4 essential components are:

For whom, for when for where? Yeh basically segmenting process hai in order to reach your target
audience, on the basis of needs, wants, usage situation you formulate a target audience. For whom
main (target audience ajayegi) for when main (usage situation ajayegi) for where main (usage location
ata hai) where people use it.

What value? is a simple straightforward positioning statement which best describes the USP of your
product from consumers point of view. Ismain basically marketer need to ask itself kay konsi value
proposition create karta hai unka product/service. It can be economical (buy one get one free) can be
functional (Samsung smartphone because of many interesting features)

Experential (psychlogical and emotional values associated with brand such as buying a mercede- benz
just to experience comfort and luxury both at the same time)and last one is social (IPHONE 12 PRO MAX
because my boss has it too)

Why and how? It is the Evidence to support your value proposition? How to make consumers believe
that your product will deliver the value proposition which they’re after? It can be done through logical
arguments, facts and figures, celebrity endorsements, awareness campaigns, scientific and technological
data, experiments etc.
Relative to whom? Yeh basically description hai competitive set ki, kay apka product konsi category
main lie karta hai. Let’s say Toyota vehicles automobile industry main lie karti hen. Tou basically yeh
apka frame of reference hai apki domain hai, apki product category hai, which differentiates you from
other brands. Is say consumers k mind main bhe clarity atee hai while purchasing a product, unhen pta
hota hota hai kis category say hamen konsa product milayga. Acha ismain ek sprite ki example dee hai
kay unhon nay apnay frame of reference ko unique banana k liye kis tarha apnay product ko
differentiate kia competitors say which were pepsi and coca cola By introducing a sofdrink name
*Uncola* which was a unique concept in the market at that point of time.

Formulating positioning statement. Yahan pay with the help of above mentioned 4 components
positioning statemet banaye gaye hai on drinking water.

For? Main Apki Taregt market ayegi, jin consumers ki need satisfy karta hai apka product phir Brand X
main (apkay brand ka naam ayega) then Competitive set ajayega (jismain product category atee hai
which in this case is bottled waters) then apka unique value claim ( ismain jo apkay product ki jo value
proposition hai who ayegee,) then last main reason to believe ( ismain aapnay evidence deyna hoga kay
apka product yeh value proposition deliver karayga with the help of facts, data, research etc) tou is tarha
apki ek positioning statement ban jayegi apnay product k related.

Staking out a Unique Selling Proposition: Start from here