HOW CAN A FIRM DEVELOP AN EFFECTIVE POSITION IN THE MARKET??

With distinctive packaging and a compelling product concept, Method hascarved out a unique spot in the previouslystaid cleaning-products market.

Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

How to determine POSITIONING

A good positioning has a “foot in the present” and a “foot in the future’’!!

DETERMINE A FRAME OF REFERENCE BY IDENTIFYING YOUR TARGET MARKET AND RELEVANT COMPETITORS

Examples

•IDENTIFY THE OPTIMAL POINTS OF PARITY AND POINTS OF DIFFERENCE

•ANALYSING COMPETITORS

A company needs to gather information about each competitor’s real and perceived weakness.

CHOOSE A BRAND MATRA

•A phrase that captures the essence of the brand

POSITIONING AND BRANDING A SMALL BUSINESS

Building BRANDS for a small business is a challenge because these businesses have a limited budget and resources.

Apart from focus and consistency, they require

creativity and proper Positioning for branding.

Recap

What is Positioning?

How to Determine Positioning?

Identify Target Market and Competitiors

Analyse your cometitors.

Choose a brand mantra.

Brand Positioning Bull’s Eye.

DISCLAIMER

Created by Ankur Agrawal, IIT Kanpur, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com