how can a firm develop and establish an effective positioning in the market.pptx
TRANSCRIPT
Brand Positioning
How can firm develop and establish an effective
Positioning in the market ? By Sanket Badhe
Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
But how
to develop positioning in the market ?
11
Determine the competitiveFrame of Reference
The Competitive frame of reference defines which other brands a brands compete with and therfore which brands should be focus of competitive analysis.
IDENTIFYING COMPETITOR
•Industry competition: product that are close substitute for one another
•Market competition: companies that satisfy same customer need.
&
&
Analyzing Customer
12
Determining the Point of difference and point of parity
Points-of-difference Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Points-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands
Defining Association
Constructing a Brand Positioning Bull’s-Eye
13
Creating a brand Mantra
Designing a brand Mantra
• Define the Category
Communicate
• Should be memorable
Simplify
• Meaningful and relevant
Inspire
That’s it
References
•https://fanora.files.wordpress.com/2012/11/pod-pop.png•https://s-media-cache-ak0.pinimg.com/originals/8c/96/1f/8c961f344e0a665ed0e741141a41ccd2.jpg
•http://thinkmarketingmagazine.com/wp-content/uploads/2013/04/SWOT-Analysis-Marketing-Strategy-concept.png
•http://image.slidesharecdn.com/salesandmktgmessaging-131111190823-phpapp01/95/messaging-and-positioning-strategy-4-tips-to-develop-effective-salesmarketing-messaging-1-638.jpg?cb=1417984524
•http://www.touchmarketing.co.nz/wp-content/uploads/2012/07/web-development-auckland-what-is-brand-positioning-0.jpg
•http://th00.deviantart.net/fs71/200H/f/2014/060/5/4/just_do_it__orange__by_tcepel-d78gkox.jpg
“Created by Sanket Badhe, IIT Roorkee, during an internship with Prof. Sameer Mathur, IIMLucknow, www.IIMInternship.com ”