POSITIONING OF A BRAND

By ASHISH GUPTA (IMBA/4553/11)ASHISH MALIK (IMBA/4600/11)PAAVAN SABHARWAL (IMBA/4602/11)

BRANDING

The marketing practice of creating a name, symbol or

design that identifies and differentiates a product from

other products.

Your brand strategy is how, what, where, when and to

whom you plan on communicating and delivering on your

brand messages. Where you advertise is part of your

brand strategy.

POSITIONING

Positioning is a marketing strategy that aims to

make a brand occupy a distinct position relative to

competing brands in the minds of the customer.

Companies apply this strategy either by emphasizing

the distinguishing features of their brand or they try to

make a suitable image.

STEPS IN POSITIONING

IDENTIFYING THE COMPETITORS

DETERMINING HOW COMPETITORS ARE

PERCIEVED AND EVALUATED.

DETERMINING THE COMPETITORS POSITION.

ANALYSING THE CUSTOMER.

MAKING THE POSITION DESIGN.

MONITOR THE POSITION

IMPORTANCE OF POSITIONING

STANDING OUT FROM THE CROWD :Everybody knows that brand

positioning means standing out from the crowd, and differentiating

yourself from your competition. Effective brand positioning means you

should be asking yourself if your product can be used in ways that your

competitors products can’t.

STAYING RELEVANT = BRAND POSITIONING : It’s also vital to find

a way to make your brand relevant to your target market. Relevant, in

the context of brand positioning, means that you are serving a need or

want that your target market is aware of. If your product or service

serves a need, or solves a problem that your target market isn’t aware

they have, you may need to educate them — show them their problem

so you can fix it.

BRAND FIDELITY : When making brand positioning and marketing

decisions, it’s important to determine if your decision is in line with your

overall brand message. The strongest brand positioning efforts are the

ones with a single focused message, one that’s easily assimilated by the

market

HOW SHOULD WE POSITION THIS BRAND?

Branding message- converting an ordinary men into a corporate one

BRAND

The manHe is a little hedonistic, free, successful and he pays attentionto details.He lays down the rules imposing his personality

TARGET GROUP

Geographic- Metros and Key Urban metros

Demographics – Male (18-60)

Socio economic – Young professionals, open to

experimentation and ahead of the style curve.

Behaviour – Usage pattern- casual and formal wear.

Needs – Ideal for stand in and stand out.

Price point – RS 300 – RS 1299

Key attributes – Affordable pricing without

compromising on quality and style.

Brand positioning – appropriate for daily wear and

special wear.

BRAND EXPANSION

Earlier we just offer shirts, pants and trousers, but

now we are expanding it by introducing jackets in our

product.

We offer price range of price range of RS 699 - RS

2999.

WHAT HELPS BECOMING A BRAND

Customers won't return to you--or refer you to

someone else--if you don't deliver on your brand

promise.

Consistency involves all the factors of branding and

is the most important. If you can't do this, your

attempts at establishing a brand will fail.