Brand Positioning Strategies
A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself (the user of the product)
Peter England always campaigns their product concentrating on the consumer, the user of its product.
Louis Philip also concentrates on this kind of campaigns. The other kind of positioning is on basis of COMPETITION. These campaigns are targeted towards competing with other players in the market.
Dettol television commercials always concentrate on advertisements, which show that this product would give you more protection, then the others.
A number of positioning strategies might be employed in developing a promotional program. The 7 such strategies are discussed below: POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products. A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)
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Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and fresh breath. Promise, Balsara¶s toothpaste, could break Colgate¶s stronghold by being the first to claim that it contained clove, which differentiated it from the leader. Nirma offered the benefit of low price over Hindustan Lever¶s Surf to become a success. Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.
POSITIONING BY PRICE/ QUALITY Marketers often use price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is
or even better than.
POSITIONING/BY/USE/OR/APPLICATION Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application. an effective positioning strategy for a product or brand may focus on specific competitors. Premium brands positioned at the high end of the market use this approach to positioning. Onida was positioned against the giants in the television industry through this strategy. trains and buses are also viable alternatives. airlines know that while they compete with other airlines. Manufacturers of music CDs must compete with the cassettes industry. Motography Motorola Mobile Ad. POSITIONING BY PRODUCT USER
Positioning a product by associating it with a particular user or group of users is yet another approach.
Parle Bisleri ± ³Bada Bisleri. the product quality must be comparable to. Clinic All Clear ± ³Dare to wear Black´.n this ad the persona of the user of the product is been positioned. ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. provide the same class of benefits. This approach is similar to positioning by product class.
POSITIONING BY PRODUCT CLASS Often the competition for a particular product comes from outside the product class. Although price is an important consideration. In today¶s market.
Surf Excel is positioned as stain remover µ Surf Excel hena!¶ Also. same price´ ad campaign.
Competitors may be as important to positioning strategy as a firm¶s own product or services. although in this case the competition is within the same product category.considered secondary to the quality benefits derived from using the brand. competing brands for the positioning strategy to be effective. For example. ³neighbour¶s Envy. The product is positioned against others that. while not exactly the same. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Owners Pride´.
in the collective minds of the target market.POSITIONING
An additional positioning strategy where in the cultural symbols are used to differentiate the brands. Positioning simply refers to how your product or service is viewed in the minds of prospects and customers relative to other products or services available in your niche. Brief Exercise: Identify the key differentiators of your product. and was not as much focused on the question relative to competitive products as much as it was focused on cutting
. De-positioning involves attempting to change the identity of competing products. relative to the identity of your own product. While you cannot directly control the ranking that your product or service enjoys in the minds of your customers. That is. the term refers to the order in which your product ranks relative to the products of your competitors in the minds of your customers in your industry niche. or organization. relative to the identity of competing products. Re-positioning involves changing the identity of a product. again relative to your competitors. brand. Ask yourself: why would customers buy from me? What makes my product different? What is the unique value it adds? Be sure to list at least 4-5 traits that set your product apart and make it unique. 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. Examples would be Humara Bajaj. Ronald McDonald. In marketing. the term refers to the qualities and attributes your product represents in the mind of your customers. The original work on Positioning was consumer marketing oriented. The term positioning has two connotations: a vertical and a horizontal one. by properly positioning your product relative to your competitors in the minds of your customers. which product comes to mind first when I say the word cola?) In terms of the horizontal connotation. (For example. you can influence how you position the product in terms of qualities and attributes. you will have much more control over how your brand is perceived in the marketplace. In terms of the vertical connotation. You will then effectively have a guide or map for how to execute your branding strategy. Tata Tea. in the collective minds of the target market. Each of these symbols has successfully differentiated the product it represents from competitors
Brand positioning is an essential element of a winning branding strategy.
It was then expanded into their ground-breaking first book. "Positioning: The Battle for Your Mind.2. Yahoo and Bing. 19 of 2001 paperback edition).June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning . price. An important component of hi-tech marketing in the age of the world wide web is positioning in major search engines such as Google. probably the most common is: identifying a market niche for a brand. and competition).The Battle for Your Mind. What most will agree on is that Positioning is something (perception) that happens in the minds of the target market. It is based on the concept that communication can only take place at the right time and under the right circumstances" (p." in which they define Positioning as "an organized system for finding a window in the mind.
Although there are different definitions of Positioning. also known as SEO.e. product or service utilizing traditional marketing placement strategies (i. promotion. in which the case is made that the typical consumer is overwhelmed with unwanted advertising. and not to make some philosophical point about being "hungry" for business. We Try Harder". It will
. Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine. It is the aggregate perception the market has of a particular company. which can be accomplished through Search Engine Optimization . This is an especially important component when attempting to improve competitive positioning among a younger demographic. which tends to be web oriented in their shopping and purchasing habits as a result of being highly connected and involved in social media in general. product or service in relation to their perceptions of the competitors in the same category. distribution. In the classic example of Avis claiming "No. the point was to say something so shocking (it was by the standards of the day) that it cleared space in your brain and made you forget all about who was #1. and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumers mind.through the ambient "noise" and establishing a moment of real contact with the intended recipient. The growth of high-tech marketing may have had much to do with the shift in definition towards competitive positioning. packaging. Also positioning is defined as the way by which the marketers creates impression in the customers mind." (McGraw-Hill 1981) This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today¶s me-too market place" in the publication Industrial Marketing.
But a company can positively influence the perceptions through enlightened strategic actions. reactive or passive about the ongoing process of evolving a position. conjoint analysis. the product positioning process involves: 1. Examine the fit between: o The position of your product o The position of the ideal vector 8. Determine each product's current location in the product space 6.
 Positioning concepts
More generally. various survey techniques. and logit analysis. and statistical techniques like multi dimensional scaling. Determine each product's share of mind 5. interest and started a conversation. there are three types of positioning concepts: 1.
 Product positioning process
Generally. factor analysis. Determine the target market's preferred combination of attributes (referred to as an ideal vector) 7. Symbolic positions o Self-image enhancement o Ego identification o Belongingness and social meaningfulness o Affective fulfillment 3. Experiential positions o Provide sensory stimulation o Provide cognitive stimulation
 Measuring the positioning
Positioning is facilitated by a graphical technique called perceptual mapping.
. you'll know you're on the right track. Defining the market in which the product or brand will compete (who the relevant buyers are) 2. Identifying the attributes (also called dimensions) that define the product 'space' 3. Functional positions o Solve problems o Provide benefits to customers o Get favorable perception by investors (stock profile) and lenders 2. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes 4.happen whether or not a company's management is proactive.
many of which often lack strong brands for individual product lines. Repositioning a company
In volatile markets. the expectations of investors. simply because the definition of "volatility" is that change becomes difficult or impossible to predict
5 Factors of Brand Positioning
Last week. and each company needed to influence how these perceptions changed.to reposition an entire company. Often these decisions must be made without the benefit of sufficient information. 4.even urgent . rather than just a product line or brand. which previously flourished on expense account dinners and corporate events. employees. 3. business approaches that were effective during healthy economies often become ineffective and it becomes necessary to change a firm's positioning. Consumer perceptions
. Upscale restaurants. Consumer Expectations What consumers expect to receive from the brand. it can be necessary . Competitor attributes What the other brands in the market offer through features and benefits to consumers. Price An easily quantifiable factor ± Your prices vs. It involves making hard decisions about how a market is shifting and how a firm's competitors will react. In a prolonged recession. This is especially true of small and medium-sized firms. clients and regulators all needed to shift. for example. let¶s take a look at the 5 main factors that go into defining a brand position. may for the first time need to stress value as a sale tool. 5. 1. your competitors¶ prices. When Goldman Sachs and Morgan Stanley suddenly shifted from investment to commercial banks. for example. Brand Attributes What the brand delivers through features and benefits to consumers. I wrote about how to break through branding clutter by defining your brand¶s unique value proposition then owning it in the the marketplace thereby establishing your brand¶s position. Repositioning a company involves more than a marketing challenge. Today. 2. Doing so involves repositioning the entire firm.
high-price tag solution. A brand that sets the trends rather than reacting to them is likely to be seen as different and more popular.. A sense of dynamism
Innovation is key to brand success but it is not limited to the functional benefits of the brand. does your brand offer the cheap solution. A clear and consistent positioning
People need to know what a brand stands for. A great brand experience
Brand experience is not limited to the product or service.
2. A sense of authenticity
Today consumers in developed countries have a finely tuned sense for what is true and authentic versus shallow and contrived. Five further overlapping components are required:
1. But individually these are not sufficient to make a successful global brand. A strong corporate culture
Today people seek out brands that display their values by the actions they take.
. Take some time to create a thorough picture of the current market and how your brand fits in that market to determine your brand¶s current position. etc. the high-end.The perceived quality and value of your brand in consumer¶s minds (i. In industries with a strong customer-service component it is particularly important that everyone involved with the brand understands and embodies its values.e. When change is required. Do you use any other factors in your brand positioning definition process?
Five brand success factors
An efficient and scalable business model combined with innovation is necessary to stay ahead of the competition. the good value for the money solution.
4. That's why an established and successful marketing campaign should not be abandoned simply for the sake of saying something new.?). the challenge is to re-interpret the brand positioning in a way that is appropriate to the current time and culture. Every contact with the brand counts. take the necessary steps to change it based on the gaps defined when you analyzed the five factors above. If that¶s not the position you want for your brand. They are still drawn to brands with a strong heritage.
had to be repositioned as a germ-kill soap ( bath for grimy occasions'') and it fared extremely well after repositioning.
It is not always that these nine categories are mutually exclusive. It is possible that this approach did not find favour with the
. These are: 1.
Lipton Yellow Label Tea:
Lipton Yellow Label Tea was initially positioned as delicious. After examining the repositioning of several brands from the Indian market. 6. The advertisements also echoed this theme. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons. For instance.
The soap. the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the brand contemporary Differentiate from other brands Changed market conditions.Which brand epitomizes these success factors? Apple. Here. Dettol toilet soap was positioned as a beauty soap initially. 5. Often falling or stagnant sales is responsible for repositioning exercises. This was not in line with its core values. the following 9 types of repositioning have been identified. all the props and participants in the advertisements were foreign. 7. Apple's brand value increased 128 percent as a result of strong business growth based on innovation and strong customer loyalty
Brand Repositioning and Types of Brand Repositioning
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. sophisticated and premium tea for the global citizen. the soap had to be repositioned for image mismatch. 8. There are several other reasons for repositioning. Dettol. The extension's 'beauty' positioning was not in tune with the parent¶s ³germkill´ positioning. 3. therefore. 4. 2. For instance. In the 2008 Millward Brown BrandZ Top 100 Most Powerful Brands ranking.
Your brand has a bad.the positioning:
Dishwasher in its initial Stages was possibly seen as an exotic product. you get stained glassware. 4. was repositioned from a sophisticated. Italian Pizza .. Thus. aristocratic product to one that is functional and relevant to the Indian housewife. Thus the positioning was changed to Bye.'' But Indians are reluctant to use dishwashers because of deeply embedded cultural reasons. Bye Kanta Bai'' indicating that the dishwasher signaled the end of the servant maid's tyranny.the Positioning: Visa Card had to change its positioning to make itself relevant to customers under changed circumstances. 6..
8 points for repositioning 1. But as more and more cards were launched on the same theme.. Initially it asked the customer to pay the way the world does'' (1981). The primary benefit your brand owns has evolved from a differentiating benefit to a cost-of-entry benefit. Corporate culture renewal dictates at least a revision of the brand personality
. the message had to be changed to appeal to the Indian housewife.customers. Competition has usurped your brand's position or rendered it ineffectual. Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning. 5. This is to give its card an aura of global reach. confusing or nonexistent image. to put itself in a different league. it shifted to the platform of Visa Power (1995). Maharaja positioned it as a product aimed at the upper crust. go get it).. Thus. 7. Thus.
Maharaja . 3. 2. the positioning statement was your guests get Swiss cheese. Your organization is entering new businesses and the current positioning is no longer appropriate.. This focus on explaining the range of services available with the card continues till date (Visa Power. Your organization is significantly altering its strategic direction. A new competitor with a superior value proposition enters your industry. it positioned itself as the world's most preferred card'' (1993). To highlight the services it provided. therefore. The repositioning specifically addressed the Indian consumer through an Indian idiom.
Visa Card . The brand. 8.