POSITIONING

WHAT IS POSITIONING?
Diet Coke
Low Calorie and Sugar Free
https://www.youtube.com/watch?v=NJqkHL95JZs

Competition- Diet Pepsi

Coca-Cola Zero
Low Calorie and Sugar Free
https://www.youtube.com/watch?app=desktop&v=FJud4cv-0vI

Competition- Pepsi Max

1994

2005

Present
 POSITIONING
How consumers view your product in the marketplace?
Marketers perspective- The act of designing a
company’s offering and image to occupy a distinctive
place in the minds of the target market
Right Positioning leads to
 Perception of potential benefit
 Differentiation
 Competitive Advantage (Position Defense)
Importance of positioning for internal customers
Guide to marketing strategy
Relevant questions for successful positioning
Who is the target consumer?
Who are the main competitors?
 Choosing a competitive frame of reference
 Whom to attack?
How the brand is different from the competitors?
 POD- Desirable; Deliverable
How is the brand similar to these competitors?
 POS- Category identification; Competitors POD’s; Zone of
Tolerance
 Straddle Positioning
What is your Brand Mantra?
 A three to five word articulation of the heart and soul of the
brand.
 Conveys Brand Essence and Promise
 Mc Donald's- Food, Folk and Fun
 Ritz Carlton- Ladies & Gentlemen Serving Ladies &
Gentlemen
CONSTRUCTING A BRAND
POSITIONING BULLS EYE
Content and Context to improve understanding of positioning of a brand
 THANK YOU
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