©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
Focuses ONLY on points of
difference (POD)
Brand positioning
©Deboleena Dutta, 2015
Focuses ONLY on points of
difference (POD)
… NOT
ANYMORE
Brand positioning
©Deboleena Dutta, 2015
SHOCKED MUCH?
©Deboleena Dutta, 2015
In the new age, sound competitive brand
positioning requires the marketers
to ask THREE QUESTIONS!
©Deboleena Dutta, 2015
HAVE WE ESTABLISHED
A FRAME?
©Deboleena Dutta, 2015
To signal consumers the goal they can expect to achieve by using a brand
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
ARE WE LEVERAGING
OUR POINTS OF PARITY?
©Deboleena Dutta, 2015
What do you expect in a Smartphone?
©Deboleena Dutta, 2015
…So on and so forth…
What do you expect in a Smartphone?
©Deboleena Dutta, 2015
The approach you use to meet the minimum requirements depend on
where your product is in its life cycle
©Deboleena Dutta, 2015
USED FOR MARKETINGNEW BRANDS
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
AND FORBRAND EXTENSIONS?
©Deboleena Dutta, 2015
EASY
©Deboleena Dutta, 2015
& DIFFICULT
©Deboleena Dutta, 2015
To shortchange points of parity
©Deboleena Dutta, 2015
MANAGEMENT OFESTABLISHED BRAND
©Deboleena Dutta, 2015
Competitor'spoint of difference
©Deboleena Dutta, 2015
Can become competitive points of parity
©Deboleena Dutta, 2015
First touch phone, 1992
©Deboleena Dutta, 2015
Mobile phone market, at present
©Deboleena Dutta, 2015
ARE THE POINTS OF
DIFFERENCE COMPELLING?
©Deboleena Dutta, 2015
Points of Difference
CHECK-LIST
Are they desirable to customers?
Can you deliver them?
©Deboleena Dutta, 2015
Points of Difference
CHECK-LIST
Are they desirable to customers?
Can you deliverthem?
©Deboleena Dutta, 2015
Points of Difference
CHECK-LIST
Are they desirable to customers?
Can you deliverthem?
©Deboleena Dutta, 2015
3 types of BRAND DIFFERENCES
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
Does this product do what it says?
Brand Performance
Benefits that prompt
consumption
Reliability, durability
and serviceability
Service effectiveness
and efficiency
Style and design
Associations to value and
price
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
1. Who uses? &
2. Under what circumstances?
Brand imagery depends on:
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
When Brand performance and imagery don’t differ much from
those of the competition
©Deboleena Dutta, 2015
Show the consumers you have insight into
their problems as well as the Solution
©Deboleena Dutta, 2015
©Deboleena Dutta, 2015
RECAP!
Created by Deboleena Dutta,
LSR, during an internship by
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com