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Positioning ?The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
the strategies
1. Determining a competitive frame of reference.2. Identifying optimal POPs and PODs.3. Choosing PODs and POPs.4. Brand Mantras.5. Establishing Brand positioning.6. Alternative approach to positioning.
Determining a competitive frame of reference
Defines which other brands compete with
and therefore which brands should be the focus of competitive analysis.
Determining a competitive frame of reference
• Start Knowing which companies satisfying the same customer need.
Identifying competitors
• Gather information about each competitor’s real and perceived strengths and weakness.
Analysing competitors
Identifying optimal PODs and POPs
Points of Difference (PODs)• Attribute or benefits strongly associated
with brand and couldn’t be found in the same extent with a competitive brand.
Points of Parity (POPs)• Attribute or benefits not necessarily
unique to the brand but may in fact be shared with others brands.
Choosing POPs and PODs
Perceptual mapping of consumer perceptions and preferences.
creating market opportunities by overlaying consumer preferences with brand perception.
Establishing Brand positioning
construct a Bull’s eye for the brandbe assured that no steps are skipped in its development.
and
Establishing Brand positioning
Communicate category membership
Announcing category benefits
Comparing to exemplars t
Relying on the product descriptor
Establishing Brand positioningCommunicate PODs and POPS
Kill this difficultynegative correlation of PODs and POPs that defines the product’s attribute or benefits.
how?
Establishing Brand positioningCommunicate PODs and POPS
Kill this difficulty by
Addressing brand attributes or benefits separately as PODs or POPs. Developing a product or service that performs well on both dimensions.
Alternative approaches to positioningSome provocative ideas on how to positive a brand
BRAND NARRATIVES AND STORYTELLING
Describing a Brand as a narrative or story.
BRAND JOURNALISM
Communicating different message to different market segments.
CULTURAL JOURNALISMCUTURAL
Assembling cultural knowledge.