Brand positioning

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1. Market Positioning and its significance in marketing Practice Diwakar Silwal diwakarsilwal@gmail.com 2. THE POSITIONING STATEMENT ITS WHO WE ARE AND WHAT WE STAND FOR…
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  • 1. Market Positioning and its significance in marketing Practice Diwakar Silwal diwakarsilwal@gmail.com
  • 2. THE POSITIONING STATEMENT ITS WHO WE ARE AND WHAT WE STAND FOR
  • 3. HOW TO GET THE POSITIONING AUDDIENCE TRUTH WHAT IS AUDDIENCE EMPATHETIC NEED? BRAND TRUTH WHAT IS UNIQUE VALUE PROPOSITION THAT BRAND/PRODUCT PROVIDE? CATEGORY TRUTH WHAT ARE THE COMPONENTS COMPETITOR ARE NOT FILLING?
  • 4. CREATING A MARKET POSITIONING
  • 5. RULES OF POSITIONING  RELEVANCE  CLARITY
  • 6.  UNIQUENESS  CONSISTENCY
  • 7.  COMMITMENT  PATIENCE
  • 8.  COURAGE
  • 9. WHY POSITIONING THE BRAND POSITIONING IS ART OF PLACING THE PRODUCT IN CONSUMER MIND THAT YOU WANT YOUR BRAND TO WIN. IT IS THE BENEFIT YOU WANT YOUR CONSUMER TO PERCEIVE WHEN THEY THINK OF YOUR BRAND. A STRONG BRAND POSITIONING MEANS THAT THE BRAND HAS A UNIQUE, CREDIBLE AND SUSTAINABLE POSITION IN THE MIND OF THE CONSUMER IT STANDS ON ONE BENEFIT THAT YOUR PRODUCT PROVIDES APART FROM YOUR COMPETITORS. IT ALSO GIVES YOU THE DIRECTION REQUIRED TO FOCUS ON ORGANISATION GOAL AND THE STRATEGIC EFFORTS.
  • 10. HOW THESE COMPANIES POSITIONED THEMSELVES  MERCEDES-BENZ………………. PRESTIGE  BMW……………………………….. DRIVING  VOLVO…………………………….. SAFETY  ROLEX…………………………….. HIGH-END WATCHES  GOOGLE………………………….. SEARCH ENGINE  RED BULL………………………… ENERGY DRINK  FEDEX…………………………….. OVERNIGHT (DELIVERY)
  • 11. IS POSITIONING ALWAYS BENEFICIAL? XEROX FIRST MADE PHOTOCOPY MACHINE & SOLD THEM WORLD WIDE, AS THE TIME PASSED XEROS BECOME SYNONYMOUS TO PHOTOCOPY WHEN IT LAUNCHED XEROX DATA SYSTEM, FAX MACHINE AND PC ALL WERE DISASTROUS AND XEROX LOST BILLIONS OF DOLLOR SINCE IT COUND NOT CHANGE OR RECONSTRUCTED MINDS OF PROSPECT. SAME HAPPENED WITH IBM & DALDA
  • 12. REPOSITIONING : RECONTRACTION OF PRESECPTION Company Traditional image Repositioned image IBM Computer hardware Services & hardware Xerox copier Hardware & software Bajaj Scooters Motorcycles Companies LIKE IBM, BAJAJ AND XEROX DID IT
  • 13. # POSITIONING MAKE BRANDS AND BRAND GIVE VALUES TO COMPANIES.
  • 14. SUNSILK …… “HAIR EXPERT”
  • 15. AMUL …… “TASTE OF INDIA”
  • 16. COCA-COLA …… “TASTE, CLASSIC, HAPPINESS”
  • 17. PROBLEMS IN POSITIONING POSITIONING IS A RESULT OF GOOD MARKETING STRAGEGIC PLANNING BUT TO ACHIVE DESIRABLE POSITIONING, WE SHOULD BRING WITH AN IDEA OF WHERE WE WANT TO END UP POSITIONING IS WHAT COSTUMER THINK ABOUT US- NOT WHAT WE SAY OUR SELVES THE POSITION MAY BE DIFFERENT IN ANOTHER MARKETS? i.e. HONDA IN JAPAN & USA JAPAN USA YOUTHFUN ECONOMICAL SPORTY GOOD ENOUGH FOR EVERYDAY HI-TECH ENGINE IMPORT
  • 18. Thank you 
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