POSITIONING OF BRANDS GROUPWORK Nº2

AlmonacinMadueño, Carolyn Baldeón Chagua, Yesenia Isla Navarro, Talía. Pachas Gaytan, Erika. Vilca Rodríguez, Mayra

6 positioning strategies:

1) ATTRIBUTE (FEATURE, BENEFIT):

AYUDIN

Ayudin has positioned in the minds of Peruvians with slogan: "The

fat, it ends". In mass advertising, attributes of Ayudin are

highlighted.

BRAND IDENTITY:

Core identity: A good removes fat

Extended identity: clean, friendly, durable. The green doll, green

color, sponge gift, their different sizes.

BRAND STRATEGY: This product underscores functional benefits.

Excellent quality, that really removes fat; with good fragrance and

durable.

REXONA

REXONA is a deodorant that "Do not leaves you", that produce a

protection all day, masking odors of everyday. The REXONA brand

uses the key attribute of "antiperspirant" product to cement its

position in the market. Rexona fills its ads of men and women on

move, that going to work, doing sport.The mark has clearly

mentioned that its functional benefit is to protect to you of the sweat

and bad odors.

BRAND IDENTITY:

Core identity: protection all day

Extended identity: Young, clean, good fragrance, practices and

different presentations.

BRAND STRATEGY: Protect customer of the sweat and bad odors

with affordable prices. This product underscores functional benefits

2) PRICE-QUALITY:

Rolex:

Rolex uses the price - quality like

positioning strategy because it

keeps pricing higher to

communicate that to higher price,

higher quality. Also, to ensure that

their watches can be positioned as a

high quality product in consumers’

minds.

BRAND IDENTITY:

-Core identity: a luxurious and elegant watch for the people of the

upper class

-Extended identity: the strategists want to show a brand Serious,

elegant, modern, luxurious, and male.

The logo of Rolex: “Add some elegance to your life”

BRAND STRATEGY:

Value Proposition: Rolex offers self- expressive benefits,

because, It not only offers the hour in a watch, This brand

offers to their customers feeling in a high status.

WALMART:

Walmart uses a strategy of low prices; however this brand can

convey quality. In conclusion, walkmart has positioned with low

prices in consumers’ minds.

Walmart has the committed to save money from people for improve

their quality of life.

BRAND IDENTITY :

-Core identity: Good service, fast, accurate, friendly and

uncomplicated. The shops are always perfectly clean.

-Extended identity: the strategists want to show a brand

friendly, comfortable, relaxed.

The logo of Walmart is “Save money, Live better”.

BRAND STRATEGY:

Value Proposition: Walmart offers emotional benefits,

because, It not only offers a service, This brand offers:

improve the quality life of their customers.

3) USE OR APPLICATIONS:

AMERICATEL:

This company’s strategy is to be placed in consumers’ mind as the

cheapest option in terms of long distance calls. It’s clearly focused

on the application of the line for a particular use, in which it claims

to give the best offer in the market.

BRAND IDENTITY: Serious, reliable, friendly

BRAND STRATEGY: best economic offer in market

ARI EL:

Ariel is positioned as the most “impeccable and economic”

detergent, which removes all types of tough stains. It’s known by its

superior technology in terms of cleaning and its environmental-

friendly proposition. Nevertheless, the detergent market is really

competitive and Ariel’s value proposition also includes specific

actions to colored clothes and white clothes separately.

BRAND IDENTITY:

Reliable, spotless, economic, eco-friendly

BRAND STRATEGY: Offer functional benefits with

economic prices, but good quality.

PRODUCT-USER:

JOHNSON´S BABY SHAMPOO:

The line of children's hygiene Johnson & Johnson has positioned

itself in the market for baby products, characterized by soft, verging

on this segment personally as children cry for almost everything, but

if you go regular shampoo in the eye cries more so. Hence the slogan

of Johnson “No More tears” which is trying to imply that it does not

cause irritation to the eyes of children at bath time. Then use "Your

friend in the bathroom" purpose which the bathroom was again

trusted not to cry rather a game that is fun for children.

BRAND IDENTITY: Fun, friendly, child, clean.

Core identity: Collaborating with hygiene and health of children

when it comes to bathroom.

Extended identity: Not irritating to the eyes of the child and for

sensitive skin.

PLENITUD ACTIVE :

BRAND IDENTITY:

Adult diapers - disposable underwear

The adult underwear Fullness Active is the first protective underwear

specially designed for the elderly. Positioning itself with the slogan

“A new underwear 1000 new moments”

Incontinence is a condition that has millions of people around the

world, has to do with the weakening of the muscles responsible for

holding urine , but is also strongly related to age, this is created for

underwear adult Fullness Active .

BRAND IDENTITY

Core identity: protection and comfort the elderly.

Extended identity: It is more disposable underwear for

incontinence absorption so that people can follow his so normal,

quiet life and full as ever.

BRAND STRATEGY: Plenitude Active, for comfort and welfare of

active older adults who use allowing to have the normal course of its

activities, thanks to its inner shell and the unique anatomical design.

4) PRODUCT-CLASS:

BUTTER GLORIA:

In its category, butter Gloria has no direct competitor is the Laive

your principal competidor butter, which does not invest in promoting

and positioning your butter on the market. ´

“From the best milk, the best butter. The most delicious butter made

with 100% pure cream”.

BRAND IDENTITY: Reliable, health, honest.

ECCO :

Ecco is an instant drink of roasted and ground barley.

“Your body loses a liter of water each day to replace it, making

healthy and natural drinks like soda Ecco”. This product is

positioned within the category of natural Instant drinks.

BRAND IDENTITY: Serious, honest, traditional.

5) COMPETITOR:

COCA COLA :

Coca -Cola has become the leader among the different soft drinks

like Pepsi which is its closest competition , the public found tempted

to prefer Coca -Cola before any other drink, because the mental

association has come to influence him , subliminally .The objective

of coke always going to be get through to all consumers and that

brand messages are always pleasant and positive .Coca Cola outsells

such as product brand , sold as life worldview . The ethical world of

Coca Cola is the happy, young, no issue is nonsense and that is really

is and that somehow breaks the social subjectivity and is defined by

itself and not as we would define society.Whereas according to Coca

Cola's brand studies attribute more happiness partnership a firm

refreshment once again demonstrates its good performance in terms

of practical application of their positioning strategy. Happing is "the

community of people who dare to be happy”

BRAND IDENTITY: Young, fun, happy, honest, creative.

CRISTAL :

The Cristal beer remains the most remembered and consumed by

Peruvian brand, following him being the leader competence Brahma.

Beer Glass is a brand of beer produced by the Union of Peruvian

Breweries Backus and Johnston in Peru. It is the record for most beer

consumed in this country and is popularly known as La Rubia, being

the flagship product of the brewery.

It's a beer-bodied, smooth, with good foam, clear and consistent level

of drinkability and is considered to be very good, with the slogan

Cristal beer, which states: "one great and our"

BRAND IDENTITY: serious, traditional, adult.