1. BRAND
POSITIONING

3. “ Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the target market’s mind”
Philip Kotler
“ positioning starts with the product, but
positioning is not what you do to the product.
Positioning is what you do to the mind of the
prospect”
Ries andTrout

4. Attributes attached with product or service
High-tech image of company
Benefits
Category of user using this product
Comparison with competitors
Entire range of services

5.  To find a unique position, you must ignore conventional
logic
 Conventional logic says you find concept inside product
 Not true; look inside prospect’s mind
 You won’t find an uncola idea inside 7-up, but inside cola
drinker’s head

7.  In the initial stages it positioned itself
as fairness cream for the young women who wants to attract a better
looking husband.
 "Get noticed by the man of your life.“
 Later
Emotional benefits for achievers who actively seek solutions and do not look
at marriage as the ultimate source of personal achievement.
 Fairness leading to Beauty leading to Good husband to Fairness leading
to Self-confidence leading to Good career.
 The basic approach is not to create something new or different but
manipulate what’s already in the mind of the consumer

8.  Fair and Lovely would not be a commercial success if it was
not advert its not “ being known” would not change the class
structure the Indian society and high societal value it places
lighter skin tones
 Cream that fulfilled one’s Dreams and desires
 Has been maintaining its millions of young customers trust
and perceived value toward brand and ruling the fairness
cream market in India
 3Types of Positioning
o Value Positioning
o Benefits driven Positioning
o Problem L Solution Positioning

9.  It is a tool to differentiate different brands by the
consumer in their own way
 Initially targeted at children as a rub for child’s cold
Balms VICKSVapourub
Multi-purpose Colds
Adult Child
Day-time Night
Forehead(colds) Nose,Throat
Specific area of pain Chest and Back
 Two way action : inside and outside action

10.  Positioned along Mother's Love platform
 Vaporub pioneered the concept of " Touch therapy" linking it to
the rubbing of vaporub on the child's chest.
 The recent ad campaign also involves " father " in to the picture.
The ad shows a father taking care of the child usingVaporub
when the mother is away
 The smart positioning and campaigns has ensured the brand
retaining the top position in the market
 Marketed by P&G as “the only thing more powerful
than a mother’s touch

11.  Ball pens forms the biggest chunk of the pen
market in India
 Cello is at the pinnacle in the Indian pen
industry
 1996- Introducing the rubber grip which
made writing easier

12. Smart looking high performance ballpoint pens
 Be it a school kid , a college student , a young professional or a
senior executive, there is a Cello for every one

13.  Superior quality
 Extra long match sticks lasts
 Sticks of this match box burns with one strike
without any sparkle
 Available in different sizes.

14.  Full line of brands covering various price points
 Keeps that customers happy
 Fuel efficient
Positioned itself as
aspirational- loaded- young car for
A Star successful ones

15. New Multi PurposeVehicle – Eeco
ALTO K 1O
Best mileage car in India
common man’s car