the ppt is on crafting the brand position in the market so as to occupy a distinctive image in the mind of the target consumers.

1. A PPT ON CHAPTER 10 :
CRAFTING THE BRAND
POSITIONING
BY : PRIYANKA GOYAL
MNNIT
ALLAHABAD

2. Q 1 ) HOW A FIRM DEVELOP AND ESTABLISH AN
EFFECTIVE POSITIONING IN THE MARKET .
Q 2) HOW DO MARKETERS IDENTIFY AND ANALYSE
COMPETITION.
Q 3) HOW ARE BRAND SUCCESSFULLY DIFFERENTIATED ?
Q 4) WHAT ARE THE DIFFERENCES IN POSITIONING AND
BRANDING A SMALL BUSINESS ?
CHAPTER QUESTION

3. Segmentation
Targeting
Positioning
BACKBONE OF
MARKETING
STRATEGY

5. No company can win if its product and services resemble
every other products and offering.

8. They followed :
1)DIFFERENTIATI
ON

9. 2) They understood consumer
needs and wants

10. 3) Company capabilities and competitive
actions.

11. 4)Their Disciplinedbut creative thinking.

12. The trick in
positioning is to
strike just the right
balance between
what the brand is
and what it could be .
What it could
be?
What the
brand is ?

13. Now if a company wants to craft its
brand positioning what does it
requires?

14. Product or set of products with which the
brand competes.

16. For example the competitors of thumps up
are :--

17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-17
Defining Associations
Points-of-
difference
(PODs)
• Attributes or benefits
consumers strongly
associate with a brand,
positively evaluate, and
believe they could not
find to the same extent
with a competitive brand
Points-of-parity
(POPs)
• Associations that
are not necessarily
unique to the brand
but may be shared
with other brands

18. PODS AND POPS

21. The result of positioning is successful creation of customer focused value
proposition . Below is given example of three company how they define
their value proposition.

23. Created by PRIYANKA
GOYAL , MNNIT
ALLAHABAD , during an
internship by Prof.
SAMEER MATHUR , IIM
LUCKNOW .