Module IIIBrand Positioning Faculty: J.Rai
Brand Positioning: Differentiate or Die
“Act of designing the company’s offer or image so that it occupies a distinct and valued place inthe target customer’s minds.”
As the name implies positioning means finding the proper “location” in minds of groupof consumers or market segment.
As a result the consumers can think about a product or service in the “right” or desiredway to maximize potential benefit to the firm.
So the marketers need to know1.Who the target consumer is?2.Who the main competitors are?3.How the brand is similar to these competitors?4.How the brand is different from them?
Understanding positioning better…….
“To succeed, the first step is to position or ‘situate’ the brand in the target consumers’ mind insuch a way, that in his/her perception of brand, it is distinctive and offers a persuasive customer value that its competitors. This is called “
Consumer’s Perpetual Space- core idea of positioning is
The idea that the each brand(if at all noticed) occupies point or space in the individualconsumer’s mind, a point which is determined by that consumer’s perception of the brandin question and in its relation to other brands.
Its important to remember that “Only a Few ‘Vacancies’” are there in the consumersmindset.
FIND A STRONG POSITION AND SIT ON IT – A story of Maggi Noodels
In 1982 Food Specialties Ltd. (Nestle) launched Maggie Noodles.
Maggie was positioned as a tasty, instant snack, made at home and initially aimed atchildren. With a target market of home segment.
This positioning decision automatically determined the competition would include allsnack products in general. Ranging from ready to eat snacks. Though all were boughtitems.
But such snacks were positioned distant from Maggie, they were no direct competition.
Direct competition were with home made snacks
Traditional pasta products were considered as competitors, but they would require preparation time and good amount of garnishing.
Maggie noodles were launched in 1983 and became an overnight success
Maggie noodles, found a vacant, strong position and ‘sat on it’ as “the good to eat , fats tocook” anytime snack.