14 - Brand Positioning PDF

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POD (point of difference) POP (point of parity) → example of mastrolindo with 4 fragrances against a competitor with 6, so it tried to add 2 perfume its brand.

When we talk about positioning, the consumer is receiving/reading the marketing mix of the company, they see the product, the message of the company, the distribution, they see the communication and the price of the product. From these activities, they are able to identify to create a position in their mind. Consumer buy one brand or another just because they are part of different target, they have different lifestyle, different values and so they have different preferences. Each brand has to identify for each market segment which is their ideal product and you have to try to get very close to the ideal product preferred by target segment. The perceptual map is a map that you create using different dimensions and brands are positioned in the map in relation to positioning bases (in this example 2 dimensions: price and style). If you are Brand A, you have to move the perception of your brand very close to the perception of what is the ideal product. If you are able to do that, than you can be successful. If you have a good execution, you can transform your planned positioning (Brand A) in your perceived positioning (Ideal product for the target positioning/segment). The map clearly points out the position occupied by the brand (A) and by competitive brands in the mind of consumers (B,C,D). In this map, Brand D and B (competitors) are not a problem, they’re not targeting the segment of Brand A. Brand C is the risk because they’re very close to the ideal product of the target segment chosen by Brand A. When it comes to different countries, even if the position is the same, consumers’ perception can be different, and also competitive brands can vary (due for example to cultural differences), so even if the promise are equal all over the world, you have to develop different activities and strategies. A company can also plan a repositioning strategy in order to move closer to the ideal product. Repositioning strategies can be very expensive, especially if carried out a global level. This happens when the ideal product is changing due to changes in consumers’ preferences and perception of the product. POINT OF DIFFERENCE (POD)

Positioning requires the identification and communication of the POD that will be operationalized through the USP (Unique Selling Proposition). If you are not able to communicate your POD efficiently, why should consumers buy the product from you, instead of the competitor they are loyal to? The POD can be based on one or more of the following different criteria: ● Benefit, attribute, or price: the highest quality pizza or high quality ingredient. You focus on the benefit you give to your client. IKEA offer low price and a nice design. This is a way that you use to develop the promise. You focus on something that you offer, that is better than other competitors. ● Usage situation: Mulino Bianco say that their product are the best for breakfast. You want to have a nice breakfast so you need Mulino Bianco biscuits and products. They created a connection between the brand and the usage situation. “No Martini, No party!” is a perfect example, it’s a promise based on situation. ● Product use: Ex. brande ariel was promising a perfect cleaning for laundry. Perlana brand, also for the name, focused on the washing of wool. ● Users: Samsonite is a brand for traveling, so the target is “traveler people”. When I take out my Samsonite luggage I associate holidays. Would you go to a party with a Samsonite bag, even if is pretty nice and good looking? NO dio can figuriamoci. Ci han provato ma han fallito. ● Against competitors: Adidas vs Nike. The promise is, not buy pepsi, because Coca Cola is better. The execution is made by comparative advertising, especially developed by Anglo-Saxon countries like USA. ● Product class: Misura brand (crackers) is something for dieting. Hug is a coffee product without caffeine. ● Company image: is when you work on your image, on your reliability. Ex: when you land in Trieste Airport, there is a big advertising of Danieli Group, what is the kind of positioning do you have? ● You can focus on one or more of these criteria, but pay attention to what to promise, don’t promise too much, no one will trust you. You can focus on 2 functional and 1 emotional aspect for example....