1. SEGMENTATION
TARGETING
POSITIONING
29th July 2011
2.
3. Result of “Positioning”
Creation of “Customer - focused Value
Proposition” Target Value
Brand Benefits
Customers Proposition
Watch football at
Convenience
Delivery, Good home while
Domino’s Pizza minded Pizza
quality gorging on home
lovers
delivered pizza
Small car
A Spacious,
consumers who
Tata Indica Spaciousness small car without
want a more
extra costs
spacious vehicle
4. Positioning
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
market.
5. POD’s
Points of Difference
“Attribute or benefit that cannot be found to the
same extent with a competitive brand”
Apple- Nike- Performance Lexus-Quality
Design
6. POP’s
Points of Parity
“Associations not necessarily unique to a
brand, might be shared with other brands”
“Designed to negate competitors POD”
7. Category Membership
Lakme - Raymonds- TCS-
Cosmetics Men’s formal wear IT Consulting
firm
WHY ? Introduction of new
products
9. Choosing POPs & PODs
Decide on which level to anchor the brands
PODs
More
Brand Values Attractive
Softer Skin
Brand Benefits
One
Quarter
Brand Attributes cleansing
milk
10. Positioning Statement
To communicate a company or
brand positioning
“To 16-18 year old males, who
embrace excitement, adventure and
fun, Mountain Dew is the great
tasting carbonated soft drink that
exhilarates like no other because it is
energizing, thirst quenching, and has
a one of a kind citrus flavor.”
11. Positioning Statement Structure
To (target group and need), our (brand) is
(the concept/category membership) that
(what the point-of-difference is or does)
because (reason).
Notas del editor
A position statement is not a tagline because the audience is different; for a position statement, you are addressing company stakeholders versus a tagline is addressing customers.The tagline is a "translation" of the position statement into words that will have maximum effect on the customer.