Positioning In Terms Of Advertising

Presented By: Siddharth

Shankar Nath-026

Who - SERVE, consulting KIITSOM What - A Consulting Service For KIITSOM When - 2nd Year Nov Of A Batch To Lifelong Why - For Providing Employment For

Student Not Get Campus Placement Where - Near KIIT School Of Management, Bhubaneswar, Pune, Bangalore, Noida Operating Worldwide Whom - For Student OF KIITSOM Against Competitor How - Strategy

Serve - For Service Symbols Of Golf Ball - 1. Giving job in Golf Country 2. Giving Worldwide Placement 3. Flexibility

It communicates Freedom, Self confidence, Belief of achievement, Optimistic thinking, Success by Power of Self confidence to compete against other college student.

Positioning is a science of process to create an unique image or identity or occupying a unique space in the minds of the target market for its product, brand, or organization by marketer.

It is the ‘relative competitive comparison’. King Khan With High End Product

1. Organization Positioning

2. Brand Positioning

3. Product Positioning

1. Organization Positioning

It Defines The quality, value & differentiation of an organization by occupying a unique space in the mind of the target Market.

2. Brand Positioning Statement

It is subjective in nature against others brands occupying unique place in the mind of target market.

The brand positioning statement is the single most important item in all of marketing tools.

It defines EVERYTHING about what your brand is to the consumer.

Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing…, All work in integrating to each other to beat the competition.

Ex- Mango Frooti Old Product -

New Product -

3. Product Positioning

It Is objective in nature against others brands in the same product category occupying unique place in the mind of target market.

It is a strategic decision and have an impact on long-term success of a brand.

The Benz logo is a simplistic three-pointed star that represents its domination of the land, the sea, and the air. The famous three-pointed star show the ability of motors for land, air and sea-usage.

It Communicates women’s choice of men who love to drive sports car, crazy about sports car.

It communicates D.R. – it means choice of doctors

It’s a symbol of Dr Anji. Reddy , CMD, Dr.Reddy's Labs

" The Pharma King of Hyderabad"

It communicates that it is technologically advanced.

“Next Is What” means it adopts latest technology searching 24*7 advanced technology to adapt & giving a question statement that to be adopt by Samsung which latest technology.

1. Understand Brand’s UVP (Unique Value Proposition)

2. Understand your customers’ current perception of your brand position.

3. Determine what you want your customers’ perception of your brand to be.

4. Define and execute the changes within your organization that will meet your customers’ needs and ultimately, create the desired perception of your brand among your customers.

1. Brand Attributes Features & Benefits Brand Consumers. Delivers

2. Consumer Expectations Receive Consumers Brand. Expect

3.  Competitor attributes Features & BenefitsOther Brands in the market Consumers. Offer4.  PriceCompany’s prices vs. Competitors’ prices. 5.  Consumer perceptions MindsBrand’s perceived   Consumer’s Quality & Value

Defining the market in which the product or brand will compete (Who the relevant buyers are?)

Identifying the attributes that define the product 'space'

Collecting information from a sample of customers about their perceptions of each product on the relevant attributes

Determine each product's share of mind

Determine each product's current location in the

product space

Determine the target market's preferred combination

of attributes (referred to as an ideal vector)

Examine the fit between: The position of your product The position of the ideal vector

Position.

Ex of 5 Mobiles Stylish & Attractive Philips (Xenium X710)

Apple Windows (HP iPAQ 914c) Samaung(F700)

(I Phone) Sony Ericssion(K800i)

Connectivity & Technology

Battery Backup Motorola (E 1000) Advanced

Nokia(N91)

LG (GD 910)

Music & Picture Quality

It is important to fixing a competitive point of reference by defining customer target market & nature of competition.

Point of reference are 2 types. 1. Point of parity 2. Point of difference

1. Points of parity It means association deals not necessarily

unique to brand but in reality shared with other brands

Those association are 2 types

A. Category points of parity B. Competitive points of parity

A. Category points of parity Association that consumer consider as being necessary within a certain product category. It minimally in generic product level and maximally in expected product levelEx- Close Up gel paste Customer expect freshness & good odour in mouth as it is contain gel.

B. Competitive Points of parity It associations attempt to discard or weaken

competitors point of difference association. Ex-Pepsodent 12 Pack for major 12 teeth Pepsodent 12 hours germ production Colgate Total 12 hours germ protection [Psychological intangible statement (2 in 1)]

2. Points of differences It refers to strong, favourable & unique

associations

for a brand in consumer’s perception.

Ex-Dettol Antibacterial Soap

Other major factor taking in to consider

1. Assessment of consumer’s perceptions of competition

2. Determining competitors position

3. Analyzing the consumer’s preferences

4. Making the positioning decision

By USP-Unique Selling Proposition Ex – USP –

By Celebrity –

World’s Popular “John Likon” Sport star

It’s all about Mind Game deals with psychology to success or struggle in the market.