1. 1. A PPT ON CHAPTER 10 : CRAFTING THE BRAND POSITIONING BY : PRIYANKA GOYAL MNNIT ALLAHABAD
2. 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. 3. Segmentation Targeting Positioning BACKBONE OF MARKETING STRATEGY
4. 4. No company can win if its product and services resemble every other products and offering.
5. 5. They followed : 1)DIFFERENTIATI ON
6. 6. 2) They understood consumer needs and wants
7. 7. 3) Company capabilities and competitive actions.
8. 8. 4)Their Disciplinedbut creative thinking.
9. 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. 10. Now if a company wants to craft its brand positioning what does it requires?
11. 11. Product or set of products with which the brand competes.
12. 12. For example the competitors of thumps up are :--
13. 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. 14. PODS AND POPS
15. 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. 16. Created by PRIYANKA GOYAL , MNNIT ALLAHABAD , during an internship by Prof. SAMEER MATHUR , IIM LUCKNOW .