Ways to position the Brand

Sub- Management Studies

Aakash D. Bhongade

Roll No. 132130015

M. Tech 1st Year (Textile Tech.)

Why to position the Brand● As looking towards the market and the Compitators

in the Market.● To sell any brand or product, the buyer should know

about the brand.● To explore about the Brand and for making the

compitator in the market.● Looking towards the Indian market its price

sensetive, emotionally attached, etc.

By Which

● The media explosion● The product explosion● The advertising explosion

When it comes to brand, consumers make a choice, but with products, they make a comparision.

The ways to position the brand:

• Use Situation• Emphasizing Tangible benefits

• Linking to uses• Head on competitive positioning

• Life syle positioning• Benifits offered

Use situations● The market can identify use situation for his brand

or product ● Also analyse customer perception of existing

compitator brands.● Based on this analysis the firm can position its brand ● eg. Rasna, the soft drink concentrate.

Emphasizing Tangible benefits● The brand may even be positioned on basis of

tangible benefits i.e. It gives offers to the customer.● In the form of specific features or somtimes through

its price and distribution.● eg. Ariel benefit of cleaning dirtis cloth bcz of micro

cleaning system.● Nirma offered low price of HU.● Several automobile industires● It helped to capture 60% of indian automobile sector

Linking to uses● A third party approach to position a brand.● Here they are talking about aal the possible uses of a

product or brand.● eg. VCR used for playing, recording, and regulating

scences can be (play, pause, forward).

Head on competitive positioning● Strategy is to placing a brand next to the leader in

the market.● Trying to uproot it on a specific tangible benefits.● Eg. Wheel, Wheel took their Head on Compitation

with Nirma and claimed it was better to wash white.● Onida colour TV● Kinetic Honda

Life syle positioning● Brand on lifestyle Concept, Contemporary or

futuristic.● Today's new kitchen appliances( like the microwave

oven), Ready made garments.● It takes upward mobility of the indian market.● Various Ranges of Nakshtra Watches and diamond

jewellery is endorsed by beauty icons.● Luxury Homes , Luxuries

automobiles.

Benifits offered● Here, the firm highlight the benefits offered that

customer get by using that product.● Emotional relationship is the strong reason to buy

that brand.● Eg. Chevrolet Optra as Love and Care.

tHAnk YoU !!!