This document discusses brand positioning strategies. It explains that positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. It also discusses choosing frames of reference for competitors, analyzing competitors, and identifying points of difference (PODs) and points of parity (POPs). The document provides examples of straddling multiple frames of reference and choosing specific POPs and PODs to differentiate a brand and gain competitive advantage. It also covers tools like perceptual maps and brand positioning bull's eyes for establishing a positioning strategy.
This document discusses brand positioning strategies. It explains that positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. It also discusses choosing frames of reference for competitors, analyzing competitors, and identifying points of difference (PODs) and points of parity (POPs). The document provides examples of straddling multiple frames of reference and choosing specific POPs and PODs to differentiate a brand and gain competitive advantage. It also covers tools like perceptual maps and brand positioning bull's eyes for establishing a positioning strategy.
This document discusses brand positioning strategies. It explains that positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. It also discusses choosing frames of reference for competitors, analyzing competitors, and identifying points of difference (PODs) and points of parity (POPs). The document provides examples of straddling multiple frames of reference and choosing specific POPs and PODs to differentiate a brand and gain competitive advantage. It also covers tools like perceptual maps and brand positioning bull's eyes for establishing a positioning strategy.
This document discusses brand positioning strategies. It explains that positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. It also discusses choosing frames of reference for competitors, analyzing competitors, and identifying points of difference (PODs) and points of parity (POPs). The document provides examples of straddling multiple frames of reference and choosing specific POPs and PODs to differentiate a brand and gain competitive advantage. It also covers tools like perceptual maps and brand positioning bull's eyes for establishing a positioning strategy.
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Ch- 10 Crafting the Brand Positioning
Positioning:
Act of designing a company’s offering
and image to occupy a distinctive place in the minds of the target market.
Domino’s Pizza- A delicious hot pizza
delivered promptly to your door. Choosing a Competitive Frame of Reference
Which other brands are competing and should be focus of
competitive analysis.
Identify competitors based on category- Banks HDFC and
ICICI.
Potential competitors and sub-categories. (Energy-bars,
chips) Analyzing Competitors Identifying potential POD and POP
Points of Difference- Positive attributes that consumers
strongly associate with brand not in competitive brand.
Eg- Apple (Design, ease of use)
Brand association can function as point-of- difference for 3 criteria:
1. Desirable to consumer- Personally relevant,
reason and rationale for brand to deliver benefit. Eg- Mountain Dew
2.Deliverable by company- Need resources and
commitment. Product design, offering. Eg- GM Cadillac- youthful, modern
3.Differentiating from competitors- Brand
association distinctive and superior. Eg- Splenda sugar substitute Points of Parity- Attributes or benefits that are not unique and may be shared with other brands.
2. Home and office consumption- Nescafe instant (POD- quality,
freshness, POP- Convenience and value)
3.Local cafes- (POD- convenience and service quality, POP- product
quality, price, variety) Straddle Positioning
Straddletwo frames of reference with one set
of POP and POD.
The POD for one category becomes POP for
the other and vice versa.
Eg- Subway healthy, good tasting sandwiches.
POP taste and POD health vs McD POP health and POD taste vs health food café. BMW luxury performance cars.
BMW (POD- luxury POP- Performance)
against Chevrolet Corvette.
BMW (POD- Performance POP- luxury)
against Cadillac.
PDAs (Personal digital assistants)-
Straddle categories from Pagers to Laptop computers. Choosing specific POPs and PODs
Differentiate and gain competitive advantage.
Sustainable competitive advantage.
Leverageable competitive advantage
Brand attributes provide reasons to believe a brand can offer
certain benefits. Eg- Dove Means of Differentiation:
For consumers, best means of
differentiation are benefits related to performance. Eg- watches
Changes in marketing environment gives
opportunities to create means of differentiation. Eg- Sierra Mist- Natural, organic products Perceptual Maps
Visual representations of consumer perceptions and
preferences.
They are useful for choosing specific benefits as POPs
and PODs to position a brand. Establishing a Brand Positioning Brand positioning strategy should be communicated to all with Brand Positioning Bull’s Eye.
2-3 POPs and PODs should be analyzed and developed.
Brand Positioning Bull’s Eye. Communicating Category Membership- For new products, consumers need to be informed. For others, they might need convincing. Eg- HP digital cameras.
1. Announcing category benefits- Brownie
mix- baked desserts category
2.Comparing to Exemplars- Tommy Hilfiger
associated with Calvin Klein
3.Relying on product descriptor- Ford X-
Trainer sports wagon. Communicating POPs and PODs-
Benefits that make up POPs and PODs are
negatively correlated.
Customers want to maximize both hence a
trade-off. Eg- Philips Sense and Simplicity. Monitoring Competition-
1. Share of Market- Competitor’s share of
market.
2. Share of Mind- Percentage of customers who
named competitor for- “Name the first company that comes to mind in this industry”
3. Share of Heart- Percentage of customers who
named competitor for- “Name the company from which you would prefer to buy the product”
