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Tangible
features )
Intangible
Head-On me too
STAGE 3 Decide on a competitive strategy
Brand knowledge
Lime
LIRIL
Brand Image
Brand knowledge
Gujarat / Anand
Amul
Moppet
Brand Image
Brand Awareness
Competitive Positioning
STAGE 3 STAGE 3 Decide on a competitive strategy Decide on a competitive strategy STAGE 4 STAGE 4 Design offer attributes, associated Design offer attributes, associated Imageries Imageries
STAGE 5 Sustain a competitive advantage
USP
Lifebuoy occupies the hygiene slot Mysore Sandal the pure and natural fragrance slot, Margo occupies the herbal slot.
Perceptual Mapping
Represent consumer perceptions in (usually) two dimensional space so that the manager can readily see where his own brand is positioned in the mind of his prospect and in relation to other brands
High Efficacy
Low Efficacy
Pudin Hara
Hajmola
Natural
Keo Karpin
Arnica Dabur Amla
Makes hair greasy
Helps hair grooming
Parachute
Mahabhringaraj
No perfume
Low
High
Pepsodent
Good for gums
Forhans regular
High
Sundrop
Dhara Groundnut
Low
Health
High
Saffola
Low
Intangible reputation, guarantees Service features identification And weightage to each of them
Head-On me too
Position away / avoid competition Less profitable; on growth
USP
15
Corporate Identity/ Associative Network Memory model Target Consumer How the brand is similar to competitors How the brand is different from competitors.
Who am I?
What Am I? (POP)
For whom am I?
Brand Positioning
Product - Who am I?
a)
This question deals with the origins of the brand , its parentage. We can position the brand with reference to its corporate identity or as an extension of a well established brand.
Demographic Behavioural (usage pattern) Psychographic segments The Consumer as a whole person
Why me?
To satisfy in between meals / hunger
For whom
Young, 20-30 years, M/F
Cadbury Perk
Any time - any where Cadbury Perk
What am I?
Who am I ?
Why me?
Oral hygiene & Fresh breadth
For whom
Everyone above the age of 3yrs
Colgate
When you wake-up After meals What am I? Before going to sleep Colgate
Who am I?
The brand has to have certain points of parity (POPs) In reference to the product group it is in. e.g. Toothpaste , the brand has to foam, clean, taste reasonably well, etc.
POPs come in four basic forms Category related Benefit related Usage Occasion and Time of Use Price / Quality by Usage Occasion and Time of Use
competitive position.
Differentiating Parameter
Double Edged Blade One Fourth Moisturiser Eco Friendly Hotel Performance Tough After Sales Service Food in two minutes Burgers that taste the same
Saffola
Asian Paints ICICI Bank Scotch Brite
Cars
Tata Indigo
Scooters
Honda Activa
Power Price
Style
Indianness
Amul Ice-cream
Youth
Moppet
Dr. Kurien
Kwality Walls
Attitude
Enthusiasm
Premium
Food
Sundrop
Heart Attack
Head-On me too
STAGE 3 Decide on a competitive strategy
USP
33
USP - Definition
Having a USP will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you:
Unique - It clearly sets you apart from your competition, positioning you in more logical choice. Selling - It persuades customer to exchange money for a product or service.
USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza) (This USP is worth $1 BILLION to Dominos Pizza)
Your USP is the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service.
Step Step Step Step Step Step Step 1: 2: 3: 4: 5: 6: 7: Use Your Biggest Benefits Be Unique Solve An Industry "Pain Point" Or "Performance Gap Be Specific And Offer Proof Condense Into One Clear And Concise Sentence Integrate Your USP into ALL Marketing Materials Deliver On Your USP's Promise
Hallmark: When you care enough to send the very best. Subway: Subs with under 6 grams of fat. "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." Domino's Pizza "When your package absolutely, positively has to get there overnight" Fedex Little drops of joy" Coca-Cola "Diamonds are forever ..." DeBeers "The ultimate driving machine" BMW "The best a man can get" Gillette
Head-On me too
STAGE 3 Decide on a competitive strategy
USP
Over time a great brand idea doesnt change, only its expression does. Renewing and refreshing the expression to ensure continuing relevance is a challenging journey. So if Surf is about Champion Mother and yesterdays dirty kids, modern parenting is all about good mothers who allow their kids to get dirty.