GROUP MEMBERS

Nadia Sadiq (9503)

Rimsha Iqbal (9360)
Tahir Shabbir (9379)
Zeeshan (9195)
Arsalan (9197)
Ashad (9104)
 POSITIONING

Positioning is the
act of designing a
company offering
and image to
occupy a
distinctive place in
the mind of the
target market.
COMPETITIVE FRAME OF REFERENCE
 Which other brands a brand competes with.
 which brands should be the focus of competitive
analysis.
 closely linked with Target Market Decision.
 IDENTIFYING COMPETITORS

 Most important for brand positioning.

 A simple but, really helpful task.
 Competitive range expands the more market the
company targets.
 VALUE PROPOSITION
 Statement to summarize why the customer should buy
your product.
 Convinces a consumer that one particular product or
service will add more value or better solve a problem than
other similar offerings will.
 EXAMPLE OF VALUE PROPOSITION
BRAND AND TARGET BENEFITS VALUE
PRODUCT CUSTOMERS PROPOSITION
Domino’s pizza Convenience - Delivery speed and A good hot pizza
minded pizza lovers good quality delivered to your
door within 30
minutes of ordering
 OPTIMAL PODs AND POPs

POINTS OF DIFFERENCE (PODs)

 Unique and distinctive attributes of the product as

compared to the competitors.

 Desirable to consumer
 Deliverable by the company
 Differentiating from competitors
POINTS OF PARITY (POPs)

 Largely similar aspects but with major offering in key

attributes of the product as compared to the competitors.

 Category point of parity

 Competitive point of parity
 BRAND MANTRAS
 Short three to five-word phrases that capture the spirit of
brand positioning.
 Closely related to “Core Brand Promise”
 Ensure that an organization’s Employees and External
Marketing Partners understand What the Brand is.

DESIGNING A BRAND MANTRA

 Communicate
 Simplify
 Inspire
 MEANS OF DIFFERENTIATION

 Employee Differentiation
 Channel Differentiation
 Image Differentiation
 Services Differentiation
 POSITIONING AND BRANDING A SMALL
BUSINESS

 Marketing Research
 Building Strong Brands
 Well Integrated Brand Elements
 Loyal Brand Community
 Leverage
 EMOTIONAL BRANDING

 Brand positioning should be both Rational and Emotional.

 Positioning Techniques should appeal to both Heart and Mind.
 Customers driven by Emotional are drawn towards that Brand.
 CULTURAL BRANDING

 Brand promotion by pinpointing culture.

 Brand strategies developed accordingly.

 Current Marketing Trend all over the globe.