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POSITIONING BY AL RIES AND JACK TROUT (20th EDITION) BRAND POSITIONING BY SUBROTO SENGUPTA (2nd EDITION) PRESENTED BY: INDRANSH GUPTA
What is a Brand?
Definition: A brand is a product that adds other dimensions that differentiates it in some way from other products designed to satisfy the same need.
of Product with Maker of Product Assignment of Responsibility to Product Symbolic Device Signal of Quality Maker Risk Reducer
to Simplify Handling or Tracing Means of Legally Protecting Unique Features Signal of Quality Level to Satisfied Customers
Products with Unique Associations Source of Competitive Advantage Source of Financial Returns
Organizations Sports, Art and Entertainment Geographic Locations Ideas and Causes
endowed to a product as a result of past marketing activity for the brand. This value for a brand can be created in many different ways. Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand. There are many different ways in which the value of a brand can be manifested or exploited to benefit the firm.
and Values Planning and Implementing Brand Marketing Programs Measuring and Interpreting Brand Performance Growing and Sustaining Brand Equity
Brand Image
Strength of Brand
Awareness
Learning advantages Consideration advantages Choice Advantages
Establishing Brand
Awareness
1.Identity (Who are you?) 2.Meaning (What are you?) 3.Response (What about you?) 4.Relationship (What about you & me?)
Salience
relates to aspects of customers personal awareness of the brand opinions and evaluations with regard to the brand Brand Performance: This Brand Feelings: The relates to ways in which product/ service meets customers emotional customers needs responses and reactions with respect to the brand Brand Imagery: Its how Brand Resonance: The customers visualize a brand abstractly, with no ultimate relationship & relevance to what the level of identification that brand actually does the customer has with the brand
Brand Positioning
What
Positioning is owning a piece of consumers mind Positioning is not what you do to a product
Its what you do to the mind of the prospect
Source: Al Ries and Jack Trout, Positioning: The Battle for Your Mind.
Examples
Colgate Lux Ponds Axe Gillette
is
Three-Way Positioning
A company needs to position itself in relation to three
value disciplines: Product leadership, operational excellence, customer intimacy. Four rules for success: Become best at one of the three value disciplines. Achieve an adequate performance level in the other two disciplines. Keep improving ones superior position in the chosen discipline so as not to lose out to a competitor. Keep becoming more adequate in the other two disciplines, because competitors keep raising customers expectations about what is adequate.
Five-way Positioning
A company needs to position itself along five attributes:
above average (differentiate) along a second, and be at industry par with respect to the remaining three.
Assign a number from 1 to 5 to each attribute: 5
(dominant), 4 (differentiated), 3 (on par with industry), 2 (below par), and 1 (poor).
Source: Fred Crawford and Ryan Mathews, The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (New York: Crown Business, 2001).
average performance; a company must not let its standing drop below 3.
Why
The assault on our mind The media explosion The product explosion The advertising explosion So little message gets through that you ignore the sender and concentrate on the receiver
The Mind
Like the memory bank of computer , the mind
has slots. But with a difference , computer accepts all things but our mind does not It rejects information which it can not compute , it accepts only that new information that matches current state of mind.
An Inadequate Container
Humans reject information which does not match
their prior knowledge or expectation. According to Harvard psychologist Dr. George A. Miller, the average human mind can not deal with more than 7 digits at a time like 7 wonder of world, seven days etc. If asked to name brands of any category, no one can name more than 7 and that too if its their interest category.
An Inadequate Container(Contd)
To cope with complexity , people have
learned to simplify everything. People can often remember positioning concepts better than names.
products and brands in the minds. On each step of a ladder is a brand and each different ladder represent a different category. A competitor who wants to increase share of the business must either dislodge the brand above or somehow relate its brand to the other companys position.
position. Avis is only no.2 in rent-a-car, so why go with us? We try harder.
People assumed they try harder. Avis was successful, as it related itself to Hertz.
executive was fired. If the company is not the first then must occupy second position.
Not true, must look inside prospects mind. 7-Up positioned itself as the uncola drink &
sales increased drastically. Mc Cormick Comm. acquired WLKW and positioned it as the unrock radio station & became no.1.
communicated society is to simplified message. you simplify the message, then simplify it some more if you want to make a long lasting impression. -Al Ries and Trout
07/15/13
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How
The easy way to get into a persons mind is to be
first
Xerox, Kodak, Polaroid, Sun TV, The Hindu, F&L
How
The basic approach is not to create something new
or different, but manipulate whats already in the mind conventional logic product
To find a unique position, you must ignore Conventional logic says you find concept inside
Not true; look inside prospects mind
Guidelines
Start by looking not at the product but at the
position in the market that you wish to occupy, in relation to competition Think about how the brand will answer the main consumer questions
What will it do for me that others will not? Why should I believe you?
Guidelines
original statement
Key Insight Fragrance of my current talc does not last long and I miss opportunities to enjoy life
Crystal clear
Be Consumer-based
Be relevant and credible to the consumer Write in consumer language and from consumers view point
Be Competitive
Be distinctive Focus on building brand elements into powerful discriminator Be persuasive Be sustainable
And then
The brand name! The name is the first point of contact between the
Guidelines
Its not the goodness or badness of the name in an
waste.
7-Up also fell in the trap and adopted.
Hindustan Petroleum positioned it as the best refill available for LPG cylinder in the country.
Forhan was the first to position its toothpaste with, Like a breadth of fresh air.
Thank You