Elite development program season 2 W9 - Chinh, Giang
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Transcript of Elite development program season 2 W9 - Chinh, Giang
ASSIGNMENT 9.1 – [Brand positioning]
Brand positioning
Example
Brand proposition
Example
Brand Architecture
Types and Example
Brand positioning
Positioning is the act of
identify and fulfil a need exists in the market
position your brand in the mind of the consumers to be distinctive and
different.
Brand positioning is a long-term vision of the brand. It help implementing brand’s strategies like 6P.
Segmenting• Mapping the market
• Define
segmentations
Targeting
• Select target market
• Profiling target
consumer
Positioning• Discover target unmet needs - insights
• Analyze competitors positioning and consumer perception’s toward
them
• Mapping unmet need gap and brand advantages
• Creating differentiates from other brands by being unique, different or
the best
• Providing reason to believe
Example:7-Up: The Different Soft Drink (1970-199x)
Segmenting & Targeting
Positioning
Competitive Landscape
At the time, the soft drink market was dominated by Coke and Pepsi which all made by
combining soda and the coca nuts’ powder. Producer wants to enter this market by creating
something distinctive and able to sell to solf-drink user.
: American Soft drinkers who is looking for new kind of
drinks. Age: 12-24. Live in medium and big cities. Young, energetic, active.
Un-met needs: Simple lemonade was popular but now pushed aside by
Cocaola, Pepsi, Dr. Pepple, still, consumer loves lemon favor => A lemonade
soft drink can fulfil market’s need
Competition positioning analysis: Consumers can only recognize Cola-base
products when thinking about soft drink.
Mapping brand advantage and consumer un-met need: 7-up decided to
use that to their advantage, admitting they are not cola but better.
Build positioning: 7-up positioning: A soft drink that is different from all the
other soft drink, have your favorite taste. Positioning Statement: 7-up The
Uncola
Reason to believe: 7-up tasted, smelled, seen the same as lemonade but is a
soft drink. 7-up tasted more refreshing and have no after-taste.
The unique benefit, actively communicated to develop preference within a predefined category, it is used as
a short-term strategies to build consumer perception toward the ideal perception which is the Brand positioning.
Brand proposition
Brand’s image, values, benefits and reason to believe.
Follow positioning
Suitable with market, product current state in consumers’ mind
Brand health check: notable, memorable, claim something in consumer’s mind, actionable
Fit others elements in 6P
Positioning: True Beauty
Create first body wash by
milk (100% from milk),
initiate the natural feature
in product
Promoting being natural
and the authenticity in
taking care of women
beauty
Promoting and foster
women belief about inner
confidence by feeling true
beauty inside
: The uncola
7-up offer a soft drink not made with cola nuts but with lemon. It combined
lemonade and soft drink into a better tasted drink. RTB: Lemon flavor, transparent
liquid, no bitter after-taste.
(reference: https://www.youtube.com/watch?v=AXmc7DG4uu8)
: The natural soft drink
Unlike other soft drinks in the market, 7-up used no artificial flavor, no artificial
color, no caffeine. It was made from natural materials.
(reference: https://www.youtube.com/watch?v=VUbV0BjzPeY)
: The refreshing drink
Made from Lemon, 7-up offered fresh and clean drink with refreshing taste that
Coca and Pepsi didn’t.
(reference: https://www.youtube.com/watch?v=3dRUSHICx7Q)
Example:7-Up: The Different Soft Drink (1970-199x)
Is a structure in which brands, products/services are organized.
Defines the different levels within your brand and provides a hierarchy that
explains the relationships between the different products, services, and
components that make up your company’s portfolio of offerings.
Brand architecture
Brand Architecture presents the relationship between brands, brand and
product/service, products/services to each other.
A good Architecture help consumer has a bigger, better view about the brand,
product/service.
Levels of brands in brand architecture
Corporate BrandEx: Unilever, P&G, Apple
Endorsed Brand(Iconic brand that spread over many kind
of products)
Ex: Kitkat (chocolate, snicker) , Dove
(shampoo, conditioner, cream)
Product Brand(Only stand for 1 kind of product, may has
variety in flavor, smell, etc.)
Ex: Pringles, Pampers
Types of Architectures• : The product brand, endorsed brand always
got linked with the corporate brand
Ex: Apple Iphone, Ferrari Aventador, Sony Playstation
• : The product brand is the corporate brand
plus the function of products/services. There is no endorsed
brand.
Ex: FedEx services, BMW products by codes
• : The product brand get linked to the
endorsed brand or other product brands belong to the
same company.
Ex: Romano shampoo, gel, cologne; Clear , Clear
men; P/s toothpaste, toothbrush
• : the product brand stand on their
own without any relation to other brands.
Ex: Sunsilk, Moutain Dew, Sunlight
• : Develop the relationship depend on the product,
portfolio of endorsed brand, corporate brand.
Ex: Toyota has the Toyota series and Lexus series.
: Women, young age from 18 – 25, confident,
energetic, charming, provocative, self-esteem, attractive, love their long-
hair, middle and upper middle class. They like traditional long hair.
Build positioning: Connected to hair expert that supports young women
to be beautiful in an traditionally attractive way
Reason to believe: Made with world pronounced experts, Hair is more
silky, smooth, reflective after use
Brand consistency in promoting long beautiful hair
Segmenting & Targeting
Positioning
Competitive Landscape
There are intense competitors who own different positioning and
segmentation at the time:
Clear vs Head&Shoulder (for handruff hair, refreshing cleanliness)
Dove (for damaged hair, natural beauty),
THANK YOU