BRAND POSITIONING

What does Positioning mean ???

◆ Positioning is the act of designing the

company's offering and image to occupy
a distinctive place in the minds of the
target market.
◆ The goal is to locate the brand in the minds
of consumers to maximize the potential
benefits to the firm.
 Positioning is the battle for a place in the consumers mi

 Café Coffee Day

CCD has been able to differentiate itself from the first mover Barista
by positioning itself as a “hang-out-place” for youngsters
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 Corporate Identity
“well known corporate identity is used to imply the
competitive superiority of newer products bearing that
name.”
“TOMCO” “HLL”
“A TATA product ” “A quality product of Hindustan L

Lifebuoy
Hamam Pears
Jai Lux
Ok Rexona
Revel Liril
501
 Brand Endorsement
“Marketer exploit the strength of well developed NAME for entering the new product cat
 Positioning
By
usage
occasion
and time
W Category Benefit –
H -Related Related
A positioning positioning
T

A Price-
M Quality
positioning
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 A differentiating strategy when an existing
product category is too crowded is to take
the same basic product and position it in
another.
“Power Jogger is
all about fitness” “Power ultimo-positioned
For the tennis enthusiast”
“Power workout”
 “Find a strong usage position and sit on it”
1986
Moov launched
Vision was to ensure
Presence in every Indian
home.
Segment :Pain
Target Segment :Backache
Target audience: Middle-class Indian house
wife
1990
Feel the need to broaden its consumer base.
Without diluting the backache focus.
“OCCUPY THE VACANT
POSITION”
1999-2001
New brand positioning to broaden the
customer base for the backaches driven
by:-
Sedentary & stress lifestyle.
Faulty postures while sleeping/riding
bikes/driving/accessing computers.
State of the roads
2002
Moov spray launched
Target audience: Male
Exploited the OCCASION_BASED USAGE
POSITION
“When you are alone and unattended ,self
application of ointment is inconvenient”


 Established Moov as a to reunite the family
And an indispensable remedy for her backache.
A new tag line was introduced

Communication graduated MOOV from a pain reliever

to a Housewife’s soul mate
2007
“1 minute MOOV ki maalish”
In a heterogeneous market like INDIA ,consumers have different
Expectation of quality. They see the different levels of price, offering
different standards Of quality and decides which price-cum-quality level
is most suitable for a given need .

“Give quality at the right price and whatever you make will
sell on its own”

Example: Nirma detergent powder 1975

Surf and Magic or Det
Positioning the brand by target segment

F
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HARPIC Positioning
Decision maker :Housewife
Demographics
Age group 22-45
Monthly house hold income :2,000 plus.
Residing in selected launch towns with
population in over 1 lack.

Behavioral
Users of ‘traditional toilet cleaner or Sanifresh or Flush Kleen for
the purpose of toilet cleaning.
In most cases ,where ‘traditional’ products are used she employs a
sweeper for getting the toilet clean.
Psychographics
Modern
‘House proud ’and meticulous in matters
of homecare
Regards the appearance of her house
including the toilet An important way of
projecting her personality.
 Positioning by unique
attribute
◆ Center shock(sour center)
◆ Moov( specialist for backache)
◆ Dove(1/4 moisturizing cream, not a soap)
◆ Dermi cool(prickly heat powder that cools)
◆ Blue Pepsi
 Positioning by competitor

◆ Captain cook(free flow vs. Tata Salt)

◆ Savlon(Does not sting vs. Detol)
◆ Borosoft(non-greasy vs. Boroplus & Boroline)
◆ Annapurna salt(iodine that stays active post
cooking vs. Tata Salt)
“Hope we are successful to position ourselves in your
minds”

And Now!!!
Its your turn
Questions Please???