Martour 02

BRAND
POSITIONING
Brand Positioning?
Brand Expanding vs Brand Repositioning?
Demand Space?
Value Proposition
Brand Positioning Statement?
Brand Key?
Why do we need Positioning?
Why not be everything?
Consumerism is booming
Occupying just a room in consumer heart and
mind becomes more and more challenging.
When a brand tries to stand for everything,
it stands for nothing.
BRANDS NEED ONE AND ONLY
ONE GREAT POSITIONING
FRESHLY CONSISTENT VS CONSISTENTLY FRESH
Typical example of owning one thing
 MARKETING IS ABOUT

COMPANY VALUE CONSUMERS

With resources With unmet
and capability needs

Positioning & Strategy

Brand Positioning Statement – Brand Key
Development Marketing Mix

Localize & Execute

Brand Communication Brand
Brand Activation Building
Brand Innovation
 How well does the brand benefit
connect to the consumer?

BRAND BRAND CONSUMERS

IDEA

COMMUNIC ACTIVA INNOVA

STRATEGY
-ATION -TION -TION

What focused choices How well does the How well does the How does the brand
does the brand make brand communicate brand experiences live stay fresh and on
to drive growth? their differences and up to and consistently top of trend with
move consumers? deliver the brand idea? consumers?
BRAND BRAND CONSUMERS
IDEA

COMMUNIC ACTIVA INNOVA

STRATEGY
-ATION -TION -TION
When the world changes,
brands also need to change.
But change in what way?
BRAND BRAND
VS
EXTENDING REPOSITIONING
Brand Idea remains The target consumer and
unchanged while consumer market change or expand
insights and competition significantly, making the
landscape can be different essence also change
than before
 Note that
Ultimate needs don’t change
 Questions to bear in mind when doing brand positioning?

FUNCTIONAL EMOTIONAL
MARKET TARGET BENEFIT
RTB BENEFIT

Where do we want to Who do we want to What are we selling/ Why should our TA How far emotional or
play in? serve in the market? serving? believe us? aspirational benefits
What is the landscape Who are they and what What is our functional we can deliver on
and who are our are their behaviors? benefit? top of the functional
competitors? benefits?
Be ready for a lot models
and frameworks
 FRAMEWORKS

BRAND
OBPPC & VALUE POSITIONING BRAND KEY
DEMAND PROPOSITION STATEMENT
SPACE
 OBPPC &
DEMAND SPACE
 OBPPC is a typical method for brands to
define their optimal space and drive growth
 OBPPC is …

OCCASION BRAND PACKAGE PRICE CHANNEL

The basis of OBPPC is Occasion-based/ Context-based

Brands try to optimize consumer preference in an occasion

by leveraging right package, right price at right channel
DEMAND SPACE/
NEED STATE
…Is context – dependent need
…Is a need at a specific point in time
 WHO I am

WHOM I go with

HOW I feel physically

Think about
the context HOW I feel emotionally

WHEN I want to drink

WHAT is my concern
Etc.
PEPSI GLOBAL DEMAND SPACE
Demand space for DNTS?
VALUE PROPOSITION
 VALUE PROPOSITION FORCES A FOCUS ON
BENEFITS – BOTH RATIONAL AND EMOTIONAL

Step 3: Emotional Benefits Dialing

Step 3: Match the insights to your up the rational benefits by tapping into
features and form Rational Benefits: “so how does that make me feel?”
Step 4
Matching the features up against the need Emotional
states, in the consumer’s voice answering “so,
Benefits
what do I get?”

Step 3
Rational
Step 2: Map out the top Benefits
product features, with unique Step 1: Understand consumer
Step 2 Step 1
selling point or discriminator needs, insights and enemies
Product Consumer
We need to constantly ask “Why” and
Product focused strengths, claims, Features Insight describe specifically what really happens
points of difference or unique
in consumer mind or the motivation
offerings. behind their actions.
 Step 4
Emotional
Benefits

Step 3
Rational
Benefits
Step 2 Step 1
Product Consumer
Features Insight
 Step 4:
Our TA can feel affirmed to explore
in every journey in life.
Step 4
Step 3: Emotional
Our TA can repair and rejuvenate
their look after a day of journey. Benefits

Step 3
Rational
Benefits Step 1:
Step 2 Step 1 Our TA is 16-22, having the desire to
Step 2: prove their masculinity via experience.
X-Men GO with deep cleansing Product Consumer The insight here is that traveling gives
elements that can polish men’s Features Insight them valuable experience, but it also
look after any activities. exacerbates their appearance.
They want to gain experience, but still
want to look cool.
BRAND POSITIONING
STATEMENT
 BRAND POSITIONING
STATEMENT
A brief and concise expression of how a given product,
service or brand fills a particular consumer need in a
particular target consumer segment.
Typical positioning statement frame

to WHOM we are WHAT that WHY because HOW

[Target] [Category reference] [Differentiation that matters] [RTB]
to WHOM we are WHAT that WHY because HOW
[Target] [Category reference] [Differentiation that matters] [RTB]
 to WHOM we are WHAT that WHY because HOW
[Target] [Category reference] [Differentiation that matters] [RTB]

Women aged 18-55 Our formula to remove

across Vietnam who Frees them from cleanliness worries the toughest stain,
The detergent
seek for cleanliness in to let their children play and learn guaranteeing best
laundry of their family cleanliness
to WHOM we are WHAT that WHY because HOW
[Target] [Category reference] [Differentiation that matters] [RTB]
 Brand Positioning Statement serves for a basis
approach of Positioning
To have a more strategic, all rounded and versatile
brand development, we need different approach
BRAND
 Let’s talk about BRAND KEY

A more deep-dive guideline about brand’s differentiation when there are more
than one brand serving one same functional need.
By looking at market, root strength and its vision, the Brand Key provides the
clear direction on where the brand wants to go and how it can get there.
 CONSUMERS VIEW
EXTERNAL FACTORS
ON THE BRAND

Values &
Benefits Personalities

Root Market Target

Insight
Strength Landscape Consumers Essence

Discriminator RTB
BRAND KEY PROVIDES
Direction
Internal and external marketing activities need direction from brand key to be focused
Focus
Brand can’t be everything to everyone. Some tough directions or decisions need to be made for brand to
have consistent focus.
Consistency
A lot of people constantly make decisions on the brand, the way oconsumer will see the brand because
people want consistent look and feel, experience, then brand can increase brand equity (also their brand
power).
Inspiration
…to all people working on the brand (internal and external, consumer, agency, suppliers)
PRINCIPLE
Focus, focus and focus
Always stand behind your best idea and defend it, deliver the best reason to believe, best value we can
offer to other, allocate resource to make it be the first idea. Do not propose many options because it
reflects the uncertainty. Keep in mind that great ideas are those that are durable and stand the test of
time.
Strategic intent
Always have the long-term vision because brand key takes to check if it’s proper or not.
Saliency - Relevancy to the market
Always check that if your brand is still a part of what consumer want to talk about or does it matter to get
people involved to your brand? Marketers should pay attention to the demographic shift and societal shift
that may lead to the change in consumer's point of view about your brands.
Simple
Getting back to the basis to build a consistent set of associations
Root strength

The original product, values and/or benefits that

made the brand great and on which we want to
build. Root strength is defined by auditing brand
and SWOT analysis.

Tip - Question to be made: What made us famous

in the first place? What do we still want to be
famous in the future?
Competitive environment
The market and alternative choices as seen by
the consumer and the relative value the brand
offers in that market

Tip: Describe in consumer terms

 Every potential consumers

Target:
The person and the situation for which the Bulls-eye
brand is always the best choice, defined in in Target
terms of their attitude and values, not just Be focused on the
demographics. most potential one

Tip: Focus on attitude of the key influencers

Insight:
The element of all you know about the target
consumer and their needs (in this competitive
environment) on which is founded.

Tip: Asking “why” to define the enemy of

consumers

For Starbuck, consumers enemy is ‘hectic life’

Benefits Step 4
Emotional
The differentiating functional and emotional Benefits
benefits that motivate purchase
Step 3
Tip: Functional benefits must lead into the Rational
emotional benefits Benefits
Step 2 Step 1
Product Consumer
Features Insight
Values and personalities
The brand values - what the brand stands for
and believes in - and its personality

Tip: A picture paints a thousand words

Reason to believe
The proof we offer to substantiate the
benefits/brand experience.

Tip: Ownable, rational and emotional

Discriminator
The single most compelling and ROOT DISCRIMI
STRENGTH VS -NATOR
competitive reason for the target
consumer to choose the brand

Tip: Tightly linked to the insight The very foundation The distinctive factor of
strength in the view of the brand in the view of
brand owner consumer
Essence
The distillation of the brand
into a core idea or promise
9. Essence
Nâng tầm bản lĩnh – sự tự tin vào bản thân- của từng cá nhân trên hành trình ứng tuyển
tương lai qua những trải nghiệm thực tế và chất lượng

8. Discriminator 7. Reason to believe

Những trải nghiệm thực tế và thử thách Sự bảo trợ và cố vấn chất lượng từ các tập
giúp trui rèn bản lĩnh đoàn và công ty hàng đầu tại Việt Nam

6. Values, Belief, Personality

Value: Empowerment, Professionalism, Integrity
Belief: Những kinh nghiệm thực tế sẽ là nguồn động lực lớn thúc đẩy bản lĩnh của sinh viên
trên hành trình ứng tuyển tương lai
Personality: Challenging [Tough, Harsh], Encouraging [Inspiring, Energize, Embolden],
Progressive [Forward Thinking, Intellectual, Ambitious], Relatable [Youth-
Understanding/Sympathy]

5. Benefits
Functional: Cung câp môi trường trải nghiệm thực về quy trình ứng tuyển tế giúp sinh viên
tích lũy kinh nghiệm và rèn luyện kỹ năng cần thiết
Emotional: Thúc đẩy sự tự tin vào bản thân trước các thách thức trên hành trình ứng tuyển
tương lai

3. Target
Sinh viên năm 2-3 tại các trường kinh
tế trên cả nước quan tâm và thiếu kinh
nghiệm liên quan đến quá trình ứng
tuyển
4. Insight
Thiếu những trải nghiệm thực tế khiến sinh
viên thiếu tự tin vào bản thân trước các thử
thách lớn trên hành trình ứng tuyển tương lai

2. Competitive Environment
Direct Competitor [Các cuộc thi liên quan đến quy trình ứng tuyển] Ứng viên tài năng
Indirect Competitors [Các cuộc thi cung cấp kinh nghiệm chuyên môn, học thuật] Marketing
Arena, HR Expert, Bản lĩnh Marketers, v.v.

1. Root Strengths
Những trải nghiệm về quy trình ứng tuyển thực tế vào các công ty và tập đoàn tiêu biểu
CASE STUDY – SỮA ÔNG THỌ
 Values &
Benefits Personalities

Root Market Target

Insight
Strength Landscape Consumers Essence

Discriminator RTB
THANK
YOU!