N O C O M P A N Y C A N W I N I F I T ’ S

P R O D U C T S R E S E M B L E E V E R Y O T H E R P R O D U C T

A N D O F F E R I N G

CRAFTING THE BRAND POSITIONING

By – TEJAS GATTANIIndian Institute of Technology Jodhpur

MARKETING STRATEGYSegmentation Targeting Positioning

POSITIONING

• Designing company’s offerings and image to occupy a distinctive place in minds of the target market

• E.g. Philips is a market leader in:– Medical diagnostic imaging– Patient monitoring systems– Energy efficient lightning solutions– Personal lifestyle solutions

COMPETITIVE FRAME OF REFERENCE• Identifying

competitors• Analyzing

competitors• E.g. Philips need to

identify and analyze the Japanese manufacturers

BRAND MANTRA

BRAND MANTRA

• Based on market research and customer needs

• Wanted to remove technology hassle and make easy to access

• First to take action on basis of target audience

• Audience consisted of youth from 35-55 yrs.

• Required as for to develop global marketing strategy

EVALUATE PHILIPS’ “SENSE AND SIMPLICITY” STRATEGY. WHAT ARE THE RISKS COMPANY FACES IN USING THIS TAGLINE ?

REASONS

• Compromise on advancement in technology to make things simpler• Give impression of less advanced electronics manufacturer because of

simpler design• Vague tagline as meaning is unclear:

– Simplicity in terms of design or use?• Expectations differ from offerings

WHAT STRATEGIES CAN PHILIPS FOLLOW TO WARD OF COMPETITION FROM JAPANESE MANUFACTURERS OF CONSUMER ELECTRONICS ?

REASONS

• Automating its manufacturing plants• Investing in R&D to create low cost solutions• Emphasizing on opponents POD’s

REFRENCES

• Google Images• Marketing Management by Philip Kotler, Kevin Keller

THANK YOU