Brand Positioning

Brand positioning refers to target consumer s reason to buy your brand in preference to others. It ensures that all brand activity has a common aim; is guided, directed and delivered by the brand s benefits/reasons to buy; and it focusses at all points of contact with the consumer.

 Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer s mind. For instance-Kotak Mahindra positions itself in the customer s mind as one entity- Kotak - which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of Think Investments, Think Kotak . The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.

Brand positioning must make sure that: Is it unique/distinctive vs. competitors ? Is it significant and encouraging to the niche market ? Is it appropriate to all major geographic markets and businesses ? Is the proposition validated with unique, appropriate and original products ? Is it sustainable - can it be delivered constantly across all points of contact with the consumer ? Is it helpful for organization to achieve its financial goals ? Is it able to support and boost up the organization ?

Brand Repositioning
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension's 'beauty' positioning was not in tune with the parent s germ-kill positioning. The soap, therefore, had to be repositioned as a germ-kill soap ( bath for grimy occasions'') and it fared extremely well after repositioning. Here, the soap had to be repositioned for image mismatch. There are several other reasons for repositioning. Often falling or stagnant sales is responsible for repositioning exercises.

After examining the repositioning of several brands from the Indian market, the following 9 types of repositioning have been identified. These are:

Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the brand contemporary Differentiate from other brands Changed market conditions

Coca cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply asCoke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed CocaCola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.

 The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke CaffeineFree, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee. Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable brand.

Products:
The Coca-Cola Company offers more than 500 brands in over200 countries, besides its namesake Coca-Cola beverage. Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in 1963, the product is still sold today, although its sales have dwindled since the introduction of Diet Coke. Coke Limca Sprite Diet coke Minute Maid Fanta Kinley Mazza Thumps up

GENDER RATIO OF THE SAMPLE SIZE

MALES FEMALES

50%

50%

AGE GROUP
20 18 16 14 12 13-19 YRS 10 8 6 4 2 0 19-25 25-35 35-45 45 AND ABOVE

AGE GROUP

TEA (14%) COFFEE (20%) COLD DRINKS (40%) JUICES (16%) OTHERS (10 %)

CHOICE OF COLD DRINKS

Series 1
9 8 7 6 5 4 3 2 1 0 PEPSI COKE LIMCA SPRITE MINUTE MAZAA OTHERS MAID

Series 1

Which of the ads have you seen

Thumps up(taste the thunder) Limca(do pal taazgi) Coke(umeedon wali dhoop) Pepsi(change the game)

Frequency of the match in the last week

Column1

100% 50% Column1 0% thumps up Column1 limca coke pepsi

Consumption per week

series1
60% 40% 20% series1 0% Less than 2-3 times 4-5 times 1 series1 6 times 7 and above

What makes you buy the product

Brand ambassador Brand itself Theme of the ad Peer pressure Attractive packing Taste others