832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 126
Objective setting and market positioning
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 226
Advertising and Demand As Bordon suggested that the role of advertising is
frequently exaggerated and that prevailing social andenvironmental conditions are more of thefundamental importance in determining the basicdemand trends
According to Bordon Advertising leads to increase in
demand whenhelliphelliphelliphelliphelliphellip
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 326
The products can be distinguished easily from itssubstitutes
It is possible to appeal to emotional buying motives The psychological and physical factors influencing
demand are favorable These include fashion socialstandards incomes and the size and the distribution
to the population
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 426
sufficient finance is available to support a minimumlevel of satisfaction
Advertisement can be used to reveal and emphasizethe product hidden qualities Eg ads of toothpaste
No doubt advertising is instrumental in increasing inthe demand The increase in demand may be because
of alternative marketing strategies eg reduction inprice increase in distribution level change in quality of product etc
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526
Objective setting Advertising objectives are set in such a way that they
help in achieving marketing objectives
An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising
Basically advertising objectives have four categories as
perception learning persuation and behavior
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626
For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories
1 Sales objectives
2 Communications objectives
3 Behavioral objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 226
Advertising and Demand As Bordon suggested that the role of advertising is
frequently exaggerated and that prevailing social andenvironmental conditions are more of thefundamental importance in determining the basicdemand trends
According to Bordon Advertising leads to increase in
demand whenhelliphelliphelliphelliphelliphellip
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 326
The products can be distinguished easily from itssubstitutes
It is possible to appeal to emotional buying motives The psychological and physical factors influencing
demand are favorable These include fashion socialstandards incomes and the size and the distribution
to the population
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 426
sufficient finance is available to support a minimumlevel of satisfaction
Advertisement can be used to reveal and emphasizethe product hidden qualities Eg ads of toothpaste
No doubt advertising is instrumental in increasing inthe demand The increase in demand may be because
of alternative marketing strategies eg reduction inprice increase in distribution level change in quality of product etc
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526
Objective setting Advertising objectives are set in such a way that they
help in achieving marketing objectives
An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising
Basically advertising objectives have four categories as
perception learning persuation and behavior
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626
For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories
1 Sales objectives
2 Communications objectives
3 Behavioral objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 326
The products can be distinguished easily from itssubstitutes
It is possible to appeal to emotional buying motives The psychological and physical factors influencing
demand are favorable These include fashion socialstandards incomes and the size and the distribution
to the population
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 426
sufficient finance is available to support a minimumlevel of satisfaction
Advertisement can be used to reveal and emphasizethe product hidden qualities Eg ads of toothpaste
No doubt advertising is instrumental in increasing inthe demand The increase in demand may be because
of alternative marketing strategies eg reduction inprice increase in distribution level change in quality of product etc
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526
Objective setting Advertising objectives are set in such a way that they
help in achieving marketing objectives
An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising
Basically advertising objectives have four categories as
perception learning persuation and behavior
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626
For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories
1 Sales objectives
2 Communications objectives
3 Behavioral objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 426
sufficient finance is available to support a minimumlevel of satisfaction
Advertisement can be used to reveal and emphasizethe product hidden qualities Eg ads of toothpaste
No doubt advertising is instrumental in increasing inthe demand The increase in demand may be because
of alternative marketing strategies eg reduction inprice increase in distribution level change in quality of product etc
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526
Objective setting Advertising objectives are set in such a way that they
help in achieving marketing objectives
An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising
Basically advertising objectives have four categories as
perception learning persuation and behavior
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626
For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories
1 Sales objectives
2 Communications objectives
3 Behavioral objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 526
Objective setting Advertising objectives are set in such a way that they
help in achieving marketing objectives
An advertiser must know what to expect from theadvertising campaign given the huge money spent onadvertising
Basically advertising objectives have four categories as
perception learning persuation and behavior
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626
For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories
1 Sales objectives
2 Communications objectives
3 Behavioral objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 626
For an advertisement to be effective it must be seenread understood believed and acted up on Based onthis advertising have three fallowing categories
1 Sales objectives
2 Communications objectives
3 Behavioral objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 726
SALES OBJECTIVES Advertising objectives should be operational Means
there should be a criteria for decision making andstandard with which results can be compared
The most common advertising objectives in terms of sales are
Immediate increase in percentage of sales
Increase in market share
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 826
However the objectives may not be operational for tworeasons
Advertising is one of among many factorsinfluencing sales and it is difficult to isolate theinfluence of it on sales
The influence of advertising continues over a long
time
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 926
Sales
Economiccondition
Brand
image
Taste amppreferen
ces
Advertising
Productquality
andfeaturesOther
promotional
mix
Distribution s
channelmanage
ment
Compe
titorsactions
packaging
priceSalesforcenosamp
quality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1026
COMMUNICATION OBJECTIVES Advertising is most effective when it is used to obtain
narrowly defined communication objectives
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1126
Behavioral objectives
Communication objectives
Purchase
Knowledge
Unawareness
Awareness
100 Unawareness
70 generating awareness
30 knowledge comprehension
20 liking
15 preferences
10 Trial
5 purchase regular purchase
Regular buy
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1226
The promotional manger should measure existinglevel of consumer awareness knowledge liking orpreference for his brand
If the awareness and knowledge about the brand islow among the consumers he must concentrate onincreasing this aspect
If the liking and preference for the brand is low thenright message and media should identify
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1326
BEHAVIORAL OBJECTIVESIt is important in the advertising objectives to induce
action in the consumer Here we require the consumerto act or show a specific behavior
The behavior could be the trial of the brand orpurchase of the brand
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1426
The two specific objectives could be
1 Increasing companyrsquos brand usage rate among
existing consumers2 Encouraging non users to have trial consumption orpurchase it
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1526
MARKET POSITIONING
According to the Philips Kotlar positioning is the actof the designing the companyrsquos offerings and image tooccupy a distinctive place in the target marketrsquos mind
Positioning is the foundation up on which all othermarketing decisions are built
A brandrsquos position is the first thing that comes in mind
when we hear a brandrsquos name eg Volvo owns thesafety position ESPN owns the sports information
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1626
positioning involves a decision to emphasize orhighlight certain aspects of brand by which consumerhave a clear and definite idea of what the brand standfor in the given brand category
Variables like price distribution product quality andfeatures of the product plays major role but marketingcommunication is the most important tool foracquiring such positioning
Therefore positioning is not what you do to theproduct but what you do to mindrsquos of the consumer
through marketing communications
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1726
WHY POSITIONIGPositioning provides necessary information answer to
what the brand is attempts to create a brand identity to stand firmly against the competitors efforts
Consumer response to products or brands as they perceive them rather than what are in realtyPerception of individual product is subjective andcalled perceptual identity
Perceptual identity is determined by individual needs values experience and environment
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1826
POSITIONING STRATEGIES A brand must be positioned in away it is most
effective in attracting the desired target segment
A brand by answering the fallowing questions itself can develop positioning strategieshelliphelliphellip
Who am I (knowledge of the brands identity andimage lineage or family)
What I am ( the functional capabilities of brand)For whom am I (the consumer segment I serve best)
Why me ( powerful reason to choose among others)
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 1926
APPROACHES TO POSITIONING STRATEGY1 Customer benefit approach
2 The price quality approach
3 The applications approach4 The product user approach
5 The product class approach
6 The cultural symbol approach
7 The competitor approach
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2026
CUSTOMER BENEFITIt is most used
positioning strategyIt involves putting thebrand abovecompetitors basedon specific brandattributes and
customer benefits
eg Volvotransportation
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2126
The price quality approach There are brands that
deliberately attempts tooffer more in terms of service features quality or performance
Manufacture of suchbrands charge higherprice to cover the costand partly to cover thefact that they are of highquality
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2226
The use and application approach Associate the
product with a useof application is the
another way tocommunicate animage of product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2326
The product user approach In this approach the
brand manager identifiesand determines the
target segment for whichthe product will bepositioned
Many brands use amodel or a celebrity toposition their product
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2426
The Product class approachThis is very bold positioning
strategy Used whenparticularly product category
is too crowded
Manager position the brand indifferent context
Eg 7up soft drink position asbeverage with ldquofresh cleantasterdquo Research shows thatpeople also consider it as
mixer beverage and not as softdrink
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2526
The culture symbol approach The culture symbol
approach is based upondeeply entrenched culture
symbol which helps indifferentiating competitorsbrands
A band manager shouldidentify something that ishighly meaningful to theconsumers and is notbeing used by competitors
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
832019 Stimulation of Primary and Selective Demand 123
httpslidepdfcomreaderfullstimulation-of-primary-and-selective-demand-123 2626
The competitor approach This is an offensive
strategy And very common in
comparative ads
Many brands useldquocompetitorsrdquo as adominant plank intheir campaigns
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