A Positioning Strategy document developed for PAN Nigeria, owners of the Peugeot Brand in Nigeria

1. Positioning Platform (a pre-brand strategy plan)
Developed by Dele Ogundahunsi
(Brand Strategy Consultant)

2. 2
agenda-setting: what is & what is not

3. a note of caution: what this document is and what it is not
3
Positioning (what position the brand occupies in the minds of consumers/customers) is:
-focused on distinctive characteristics, the ‘discriminator.’
-a comparative concept, relative to competitive set.
-shorter-term in outlook and less stable, lasting, and enduring.
-based on core values and distinctive competitive advantages
-used to support external communications while
-is the foundation for the brand
It’s about Positioning which is only a fraction of Brand Strategy
Brand Strategy (which provides a plan for the systematic development of a strong coherent brand in
order to enhance revenue and profits) is:
-what bridges the gap between business strategy and marketing strategy.
-a summary of the two key pillars of brand management: Corporate/Brand Identity (mainly used
internally) and Brand Positioning.
It is not about Brand Strategy, which is an integral part of the overall strategic marketing process.
Wrap Up: this document is about PAN Nigeria’s Positioning
- It shapes and supports the corporate identity, but doesn’t reflect its full character and personality
- It does, however, define a fundamental level of differentiation based on the corporate/ brand
promise and a distinctive set o fcompetitive advantages (brand drivers/attributes).
- It should remain constant over time, evolving slowly, only as PAN Nigeria itself evolves. it should be
revised, if necessary, every 5/6 years to reflect evolutionary changes in the mission, vision, and
capabilities of PAN Nigeria.

4. a note of caution: what this document is and what it is not
4
BrandEquity
Future
Today
Today
Time
5-7 Years
Rallying Cry
Brand /
Corporate Identity:
Positioning:
Credible, Relevant,
Differentiated
Starting Point:
Positioning & Long-Term Identity
Current Brand
Image

5. foundation: the positioning process
5

6. the brand assessment framework: points of parity & difference
6
Customers &
End Users
Competitive Strengths
Our
PODs
(potential
differentiators)
Potential Brand
Differences
-Oldest surviving auto
assembly plant (experience,
resilience & history)
-Local cluster development
(especially in the North-
West)
-In the past, massive
consumer acceptance of
Product (Peugeot) for many
Years
-Scalability of
Production infrastructure
(adaptable to extensions)
POPs
(tablestakes)
Points of Parity
(Category Benefits)
-National Automotive
Development Policy as
leveler (encourages local
assemblies)
-Consumer financing
Options via banks
(partnerships with financial
institutions available to all
players)
Competitive Brand
Differences
--New assemblies can readily
access modern/latest
technology
-Substantial & strong dealership
network (sales & after sales
support)
-Consumer/end-user preference
over the years
Their PODs
(our vulnerabilities)
Wants and Needs
-Reasonable trade profit
margins on products
-Affordability of products
-After Sales Support on
products
-Marketing Support
-Fuel economy of products
POD analysis: to identify what ideas from the PAN Nigeria brand and competitive brands that are most meaningful and
potentially differentiating
POP analysis: to identify which category benefits are critical for establishing credibility.
Brand
Strengths

7. positioning building blocks: identifying pan nigeria’s positioning factors
SUPPORT
BENEFIT
“Tested Automotive
Engineering Solutions”
 Category: Automobile Manufacturing &
Automotive Engineering
 Need State/Problem: Rugged, Accessible
& Affordable automobiles & after-sales
support (dependability)
 Experience (manufacturing ,
sales & after-sales)
 Known name associated
with Nigeria for years
 History of Providing employ-
ment & affordable & terrain-
compatible quality products
to Nigerians)
7

8. corporate position: pan nigeria’s positioning framework
8
Key Benefit
Reasons to
Believe
Brand Positioning Statement
For Nigerians in
need of
dependable
vehicles,
PAN Nigeria is
the tested
manufacturer that
provides one-stop
automotive
engineering, (based
on its experience,
history & capacity).
Target
Frame of
Reference
• Target (the segment for whom the
positioning is intended): for (a transiting
Nigeria &) Nigerians who need
dependable automobiles
• Frame of Reference (The category of
products/services or competitive set):
PAN Nigeria is the tested manufacturer
• Key Benefit (What the brand delivers to
the target that is credible, differentiated
and relevant): one-stop automotive
engineering
• Reasons to Believe/ Proof Points
(Activities, technologies and capabilities
that prove the brand can deliver on the
key benefit): experience, resilience,
peugeot, capacity, infrastructure

9. corporate position: pan nigeria’s positioning platform
9
Brand Promise
Positioning Statement
Brand Drivers
Attribute Attribute AttributeAttributeAttribute
Benefits,
Outcome
Benefits,
Outcome
Benefits,
Outcome
Benefits,
Outcome
Example Example Example Example Example
Brand Values
Core Value Core Value Core Value Core Value Core Value Core Value
Key Messages
Proof Points

10. corporate position: pan nigeria’s positioning platform
10
Brand
Promise
All-round automotive engineering
Brand Drivers
(attributes)
Experience Resilience Capacity Infrastructure History
Key Messages
(benefits,
outcomes)
Can produce
efficient autos
Still relevant to
Nigeria’s dreams
Well-trained personnel
/Best Practices
Can meet the nation’s
automotive needs in
multifarious ways Truly Nigerian
Proof Points
(examples) Has been producing
Peugeot since 1972
Previous changes in
ownership
structure/peers are
moribund
Management Team is
tested. Operational
staff are skilled &
Experienced
The PAN assembly can
manufacture tractors &
function as training
facilities
Has been identified with Nigeria
for years through the Peugeot
brand
Brand Values
(core value)
Excellence Consistency Professionalism Innovation Partnership
Positioning
Statement
For Nigerians in need of dependable vehicles, PAN Nigeria is the tested
manufacturer that provides one-stop automotive engineering

11. execution: expressing the brand
11

12. execution: tagline treatment
12
Taglines Rationale
Nigeria’s No. 1 automaker Based on PAN Nigeria’s history, capabilities and present status as the single surviving of 6
early entrant auto assemblies
One-stop automotive
solutions Scalable infrastructural facilities and capacity have make it possible for PAN Nigeria to
provide multifarious services in automotive engineering
Firstly Nigerian PAN Nigeria is an indigenous company, an icon of the Nigerian people and puts Nigeria first
in all its business goals
Nigeria in motion PAN Nigeria has been a dependable partner to Nigeria & Nigerians over the years through
the Peugeot brand
People. Places. Performance PAN Nigeria as an enabler: providing people (Nigerians) with dependable tools (quality
autos/performance) to take them wherever they wish to go.
Tagline Substantiation
-Sustainability: the taglines are founded on fundamental attributes & values that will not shift due to
short-term changes in the marketplace. Also, the brand platform on which taglines are based, will
evolve slowly and strategically over the years, only as the institution itself evolves.
-Affinity: taglines and brand drivers are adaptable to the all the organization’s markets & audiences.
They resonate with trade, as well as the public at large

13. execution: tagline treatment
13
Tagline Options Rationale
Nigeria’s No. 1 automaker Based on PAN Nigeria’s history, capabilities and present status as the single surviving of 6
early entrant auto assemblies
One-stop automotive
solutions Scalable infrastructural facilities and capacity have make it possible for PAN Nigeria to
provide multifarious services in automotive engineering
Firstly Nigerian PAN Nigeria is an indigenous company, an icon of the Nigerian people and puts Nigeria first
in all its business goals
Nigeria in motion PAN Nigeria has been a dependable partner to Nigeria & Nigerians over the years through
the Peugeot brand
People. Places. Performance PAN Nigeria as an enabler: providing people (Nigerians) with dependable tools (quality
autos/performance) to take them wherever they wish to go.

14. execution: logo development
14

15. 15
merci
thank you