Brand Positioning

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Quick review of what you have learnt so far

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 Dr Anita Basalingappa
Which Elements Are Most Important?
What customers value in products varies by industry. Here are the top five elements influencing loyalty for 10 types of businesses.
Apparel retail Tv service providers
Quality Quality
Variety Variety
Avoids hassles Reduces cost
Design/aesthetics Design/aesthetics
Saves time Fun/entertainment
Discount retail Consumer banking
Quality Quality
Variety Provides access
Reduces cost Heirloom
Saves time Avoids hassles
Rewards me Reduces anxiety
Grocery Brokerage
Quality Quality
Variety Makes money
Sensory appeal Heirloom
Reduces cost Variety
Rewards me Provides access
Food and beverages Auto insurance
Quality Quality
Sensory appeal Reduces anxiety
Variety Reduces cost
Design/aesthetics Provides access
Therapeutic value Variety
Smartphones Credit cards
Quality Quality
Reduces effort Rewards me
Variety Heirloom
Organizes Avoids hassles
Connects Dr Anita Basalingappa Provides access
From THE ELEMENTS OF VALUE, SEPTEMBER 2016 HBR.ORG
 Brand Positioning concept
Brand Positioning Strategies
Brand Positioning in the era of digital

Dr Anita Basalingappa
The brand positioning - What a brand stands
for in the minds of customers and prospects,
relative to its competition, in terms of benefits
and promises.

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 How a product appears in relation to other
products in the market

Perceptual maps/ Brand maps

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Price

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 Dr Anita Basalingappa
Brand Positioning Strategies

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Positioning by Attribute

Eg. Colgate fights germs

Mobile phones positioning based on new
features

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Positioning by Price/Quality

Eg. Retail (Big Bazaar) and e-Retail sector (travel-

tktg sites)
Surf; Rin

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Positioning by Use or Application

Eg. iball senior Aasaan2 phones

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Positioning by Product User
Eg: LOreal

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Positioning by Product Class
Eg. Dove : Not a soap
Federal Express

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Positioning by Competitor

Avis Rent a Car. We try harder

(competing against Hertz who is No 1)

Coke vs Pepsi; Surf vs Ariel; Colgate vs

Pepsodent; Flipkart vs Amazon

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Some products/brands are positioned using a
combination of positioning options

Care needs to be taken not to clutter and

confuse the message by trying to connect with
too many competitive advantages

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 Steps to determine Positioning Strategy

Identify the competitors

Determine how the competitors are perceived
and evaluated
Determine the competitors positions
Analyse the customers
Select the position
Monitor the position

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Making the Positioning decision
Segment commitment
Economic analysis:
potential market size X penetration probability

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 Measurement and MR
Continuous monitoring
MDS
Perceptual maps

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Positioning will remain as long as brands and
branding exist

Segmentation & Targeting follows or precedes

positioning

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 How difficult or easy is to implement
positioning in the digital world?

How different it is for aggregators: Uber, Ola;

radio taxis: Meru Cabs; and regular taxis?

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 What are the differences and similarities
between Flipkart, Snapdeal and Amazon?

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 Brands versus Commodities

Positioning?

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Thank you