CD DAWN

Positioning
is the act of designing the
companys offer and image so that it
occupies a distinct and valued place in the
target customers mind.
1. Understand consumer mental map
Creation of Mental Maps
or
Understanding of Mental maps

Ex: Rolex watches

(TOMA / TOMR)
2. Determine Competitive frame of reference
Identifying competitors
Analyzing them
Define Category membership - The products
or set of products with which a
brand competes and which function as close
substitutes.

3. Identifying POPs and PODs
Points of parity - basic factors Core, generic & expected

Points of difference.USPs (augmented) should be
Desirable to consumer, Deliverable by company & Differentiating from
competitors

Straddle positioning Multiple USPs
4. Designing a Brand Mantra
.is an articulation of heart and soul of the brand

3 to 5 word phrases that capture the irrefutable
essence or spirit of the brand positioning

Who am I; for Whom am I; for What am I; What do I convey?

Mc Donalds Food, Folks and Fun
Nike Just do it
Designing a Brand Mantra
Communicate
Simplify
Inspire
Establishing Brand Positioning
Product differentiationa physical product can
be differentiated on
features
Performance
Durability
Reliability
style and so on.


Service differentiation
Delivery
Installation
Customer training
After-sales service and so on

Personnel differentiationesp in services
Image differentiation
image, logos, symbols,
atmosphere
Price
Quality
Delivery
After sales
Perceptual Map: Current Perceptions
Perceptual Map: Possibilities
Positioning

1. Determine what consumers currently think
about your product, if it exists now (wrt
competing products) - Mental Maps Creation of
mental maps or understanding of mental maps

2. Decide what you want consumers to think
about your product.

3. Figure out how to Position / reposition
Developing a positioning strategy
1. Initially differentiator should be..

Important to buyers
Distinctive
Superior
Communicable
Preemptive (done before others can act)
Affordable
Profitable
2. How many differences to promote & which
differences?
--USP or Multiple USPs
Attribute positioning - Tata Indicom Walky
Benefit positioning head & shoulders for Dandruff
Use/application positioning Western Union
User positioning computers for students
Competitor positioningbetter than competition
Quality/price positioning Titan, Raymonds
3. Communicating the cos positioning
Airtelcoverage of service
TV9for better society

Positioning issues.
A firm that has under-positioned a product has failed to
communicate a clear positioning to the end-consumer.

Over positioning - rather than communicating array of
both points-of-parity and points-of-difference, the firm
has focused on one point-of-difference only. (narrow)

Confused positioning happens when marketers either
change their position too often or has benefits that
contradict each other that an audience becomes
confused of what the product actually offers.
Repositioning
Changing customers perception of a brand in
relation to competing brands.
Why do it?
Changing demographics
Declining sales
Changes in social environment