What is brand positioning ?

Brand Positioning

• In marketing, positioning has come to mean the

process by which marketers try to create an image or
identity in the minds of their target market for its product,
brand, or organization.

• It is the 'relative competitive comparison' their product

occupies in a given market as perceived by the target
market
Brand positioning

Brand positioning is the target consumer’s reason

to buy the brand in preference to competition.
Positioning Framework

Consumer Competitive
Understanding strategy

Brand Positioning
Positioning Process

• Defining the market in which the product or brand will compete (who
the relevant buyers are)
• Identifying the attributes (also called dimensions) that define the
product 'space'
• Collecting information from a sample of customers about their
perceptions of each product on the relevant attributes
• Determine each product's share of mind
• Determine each product's current location in the product space
• Determine the target market's preferred combination of attributes
(referred to as an ideal vector)
• Examine the fit between:
• The position of your product
• The position of the ideal vector
• Position
Positioning Opportunities

• Target critical need gaps

• Tap an emerging need
• Target an un-critical need gap
• Hygiene factor as differentiator
• Competitor on his current differentiator
Competitive Strategy

• To remain the leader – further build on your current perceived

strength / area of superiority e.g Colgate
• To take leader head on - take over leaders perceived strength
e.g Pepsodent
• Capitalize on leaders relative weakness
Emphasize benefit dimension which highlights leaders
weakness e.g Moov
• Find a niche e.g Competition success review
• Change the rules of the game – Discover a new benfefit or
create new segment e.g Air deccan
Positioning Concepts
Functional positions
• Solve problems
• Provide benefits to customers

Symbolic positions
• Self-image enhancement
• Ego identification
• Belongingness and social meaningfulness
• Affective fulfillment

Experiential positions
• Provide sensory stimulation
• Provide cognitive stimulation
Positioning Methods

• Graphical
– Perceptual Mapping
• Survey techniques
• Statistical techniques
– Multi-dimensional scaling
– Factor analysis
– Conjoint analysis
– Logit analysis
 Perceptual Mapping
Panipuri Taste
Chat
Junk Food Maggi Atta Noodles

Home food

Non- Health Health

ChyawanPrash

Tonics

Non - Taste
List of Jobs

• Preparing special dish

• Bathing
• Going to temple
• Using fabric softener
• Cooking dinner
• Going to beauty parlour
• Using room freshner
• Applying moisturizing cream
• Opening windows to air out the room
• Smelling flowers
• Wearing soft clothes
• Powdering Baby
• Doing voluntary social work
 Perceptual Mapping
Outside oriented

15 Social work
4 Going to Temple
7 Going to beauty
parlor

1 sunbathing

3 Bathing
Family 14 powdering Personal
baby 9 moisturizing cream
8 using room freshner 13 wearing soft clothes

12 smelling flowers
11 opening windows
To air the room
6 cooking dinner

Home centred
 Is consumer understanding
adequate enough to build brand ?
Consumer understanding

Identify needs and need gaps

• Response to researcher stimuli
• In researcher language
• Nothing startlingly new

What consumers do ?
Consumer Insight
Consumer Insight

Simple relevant truths about the consumer which

provide hook or clues that lead to brand building
opportunities

It can pertain to your need, beliefs, practices or

behaviour !
Consumer Insight

Identify needs and need gaps in a manner

• Appeals to consumer emotionally
• Instant identification with context
• New way of interpreting same needs

Why consumers behave like that ?

Popular Consumer Insights

• Dermi-cool :- Prickly heat powder positioned as cooling

sensation
• Pain-Balm category :- Burning sensation means it works
• Champi kiya kya :- traditional habit + modern day stresses
• 8 pm whisky :- People are constantly harried by several
tensions and by the end of the day everyone desires a
break from these responsibilities
 Pepsodent
Consumer Understanding
Mother worries about child’s health
Toothpaste kills germs and fight tooth decay

Consumer Insights
A mother wants to be in control of childs health even when she is not around

Pesodent 24 hour effective campaign

 Cadbury’s Dairy Milk
Consumer Understanding
Chocolates are eaten by kids and not adults
Adults like the taste of chocolates

Consumer Insights
Adults feel guilty eating chocolates in front of their children
Adults as individuals behave differently compared to adults as parents

Cadbury’s dairy milk

 What is the insight ?

1. Surf Excel Quick wash

2. Surf Excel
3. Rejoice shampoo
 Surf Excel
Consumer Understanding
Water shortage in many towns in India
Rinsing clothes consumes most time and water

Consumer Insights
Consumers need detergent which saves water

SURF EXCEL QUICKWASH

 Surf Excel
Consumer Understanding
Washing dirt from their kids clothes
Is daunting task for mothers

Consumer Insights
Kids learn most when they lead active, outdoor life and get dirty

SURF EXCEL – Daag Acche hai

 Rejoice
Consumer Understanding
Consumers primary need from a shampoo is soft and smooth hair

Consumer Insights
The manifestation of smooth , shiny hair is free flowing, untangled, unknotty hair

Rejoice Shampoo
Consumer Insight Drill

• Explore & Review

– Past researches
• Connect with the consumer
– Meeting, observations, specialists
• Regroup to identify
Change in Brand positioning

• Macro environment changes

• Consumer change
• Societal changes
• Competition
• Fatigue factor
The ‘ art’ of marketing begins …