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Module II-Brand Positioning RJ
Module II-Brand Positioning RJ
Module II-Brand Positioning RJ
• Benefit positioning
• Application positioning
• Competitor positioning
• Price/ performance positioning
Attribute Positioning
The brand has a unique attribute which
must represents a competitive
advantage.
Fastest, oldest, etc.
It is usually a weak positioning as it does
not explain the benefit to the customer.
Benefit positioning
The brand promises a benefit to
the customer.
This is very strong positioning
only if the brand can deliver
on its promise.
Application positioning
• Ordering ease-how ease for the customer to place the order Ola
• Delivery(speed, accuracy by Zomato)
• Installation(work done to make the product operational in its planned location.ex-internet
connection)
• Customer training (training to customers employees to use the vendors equipment properly.
• Customer consulting(refers to data ,information systems & advice services)
• Maintenance and repair (HP-e support,www.hp.com)
• Miscellaneous services (rewards by coupanduniya)
Personnel differentiation-
• Companies can gain strong competitive advantage through
having better trained people. Ex-Singapore airlines enjoys an
excellent reputation in large part because of its flight attendants).
• Competence (required skill & knowledge-IBM
• Courtesy (friendly, respectful-MCDONALDS
• Credibility (trustworthy
• Reliability (Consistent, accurate..
• Responsiveness (quickly
• Communication (clear communication)
Channel differentiation
Image differentiation
Updating positioning over time
Laddering
• It is to deepen meaning of brand to tap
abstract considerations of customers.
• It is possible- once target mkt attains basic
undrstnding of the brand. (Maslow’s need
thry)
• Mean-end chains are the tools used:
• Attributes benefits values
• Flavored chips/strong taste eat
less/less calories/better figure
enhanced self esteem
Reacting
• Competitors try to level POD as POP.
• Goodyear – Run flat tires; Michelin- zero
pressure tire.
• Three options exist:
1. Do Nothing – Brittannia’s competitors
2. Go on defensive- add some
reassurance in the product,
3. Go on offensive - launching product
extensions, junior Horlicks- Bournvita littl
champs
Repositioning