Transcript of crafting the brand Positioning
- 1. A PPT ON CHAPTER 10 : CRAFTING THE BRAND POSITIONING BY :
PRIYANKA GOYAL MNNIT ALLAHABAD
- 2. Q 1 ) HOW A FIRM DEVELOP AND ESTABLISH AN EFFECTIVE
POSITIONING IN THE MARKET . Q 2) HOW DO MARKETERS IDENTIFY AND
ANALYSE COMPETITION. Q 3) HOW ARE BRAND SUCCESSFULLY DIFFERENTIATED
? Q 4) WHAT ARE THE DIFFERENCES IN POSITIONING AND BRANDING A SMALL
BUSINESS ? CHAPTER QUESTION
- 3. Segmentation Targeting Positioning BACKBONE OF MARKETING
STRATEGY
- 4. No company can win if its product and services resemble
every other products and offering.
- 5. They followed : 1)DIFFERENTIATI ON
- 6. 2) They understood consumer needs and wants
- 7. 3) Company capabilities and competitive actions.
- 8. 4)Their Disciplinedbut creative thinking.
- 9. The trick in positioning is to strike just the right balance
between what the brand is and what it could be . What it could be?
What the brand is ?
- 10. Now if a company wants to craft its brand positioning what
does it requires?
- 11. Product or set of products with which the brand
competes.
- 12. For example the competitors of thumps up are :--
- 13. Copyright 2009 Pearson Education, Inc. Publishing as
Prentice Hall 10-17 Defining Associations Points-of- difference
(PODs) Attributes or benefits consumers strongly associate with a
brand, positively evaluate, and believe they could not find to the
same extent with a competitive brand Points-of-parity (POPs)
Associations that are not necessarily unique to the brand but may
be shared with other brands
- 14. PODS AND POPS
- 15. The result of positioning is successful creation of
customer focused value proposition . Below is given example of
three company how they define their value proposition.
- 16. Created by PRIYANKA GOYAL , MNNIT ALLAHABAD , during an
internship by Prof. SAMEER MATHUR , IIM LUCKNOW .