Uploaded bySvetlana Razumova
Positioning
This document discusses various positioning strategies and levels for brands. It provides examples of brands positioned by attributes like reliability (Cat shoes), benefits/problem-solving (dry shampoo), competitors (Boss), advantages (rag & bone jeans), users (Nivea), status (Bourjois), and more. It also discusses positioning through the brand prism framework involving physical attributes, personality, culture, relationships, reflection, and self-image. Finally, it discusses repositioning brands due to outdated images, target audience changes, company strategy shifts, or financial performance issues.
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Positioning
- 1. POSITIONING C H OO S E T H E B A S I C I D E A
- 2. Brand, product helps identifythe owner corresponds to a particular mood demonstrates the Group's commitment highlights evokes emotions suitable well-tried reliable, compliant
- 3. "Well-tried" POSITIONING Born on aconstruction site, CAT shoes have become the personification of strength, power, reliability and durability. Urgency CAT stylish shoes designed for several seasons, and strength - for decades. (Segment directions everyday urban footwear before 2000 - 10%, now -> 85% Our shoes are ready to test the city, and we talk to each buyer "Check their strength!"
- 4. "Suitable" POSITIONING Boss Black /Boss - the main line; business and informal clothing for men and women Boss Orange - informal men's and women's clothing (casual) Boss Green - informal men's and women's clothing with a sports bias Hugo - business and informal men's and women's clothing with a fashionable slope During the first 9 months of 2016 net sales decreased by 4% to 1.97 billion euros; It will be reduced by 17- 23% by the end of 2016 the company's EBITDA. 2017 for Hugo Boss should be "a year of stabilization" boss HUGO — clothes for stylish, creative young people, dynamic and somewhat maximalist Black Lable — absolute classic clothing for prosperous business men
- 5. "Identifying" POSITIONING The core targetaudience - Manhattan yuppie, wealthy residents of New York City. Retail price of branded jeans and a simple cotton jacket is $ 5-10 thousand. From its origins in New York in 2002, rag & bone instantaneously distinguished itself by combining British heritage with directional, modern design. Today, the brand has become synonymous with innately wearable clothing that innovatively melds classic tailoring with an edgy yet understated New York aesthetic. reg& bone We sew clothes for friends
- 6. "mood" positioning lacoste The aristocraticideals. Sophistication and simplicity. Sports and classic. Individualism
- 7. time and placeof origin traditional eastern (provincial) west (metropolitan, European) mod
- 8. Ahmad tea -real English tea "Ahmad Tea - British tea brand of exceptional quality. Ahmad Tea Ltd. is the oldest family-run tea company, which since its inception, and until that time have put the quality of tea above the commercial ambitions. All the forces of the owners and employees are focused on building the magnificent tea consistencies. Ahmad Tea is a permanent member of the British tea Office and the British Association of tea. "
- 9. Dilma - Ceylontea Modern company Dilmah - this is the only vertically integrated company, which owns its tea plantations in Ceylon, printing and packaging factories, as well as factories for the packaging of tea. Dilmah brand is unique, based on the passion for authenticity and quality of the tea, which at the same time is part of a philosophy that goes beyond commerce and defining a business as a means of care in humans.
- 10. lipton - andthe world becomes brighter Lipton Yellow Label Tea: sesquicentennial rich tradition and experience in creating superb Lipton tea served as a reliable basis for our innovative development. Now, a new blend of Lipton Yellow Label Tea contains tea, made by an innovative technology. The new approach allows us to extract the natural juice from fresh tea leaves .
- 11. positioning direction by attribute bybenefits, problems solving by competitor by advantage by use and application by user by status by social movement contribution by product category by price-quality ratio
- 12. the brand prism physique- packaging, logo, product shapes personality - style and tone of communications culture - values relationship - what consumers feel reflection - the stereotypical user self image - how the consumer wants to be seen
- 13. the coca colabrand prism
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- 17. rational schwarz kopf Schwarzkopf - thehair brand, which for the past 115 years is a symbol of high-quality and innovative products, designed in collaboration with professionals. Consumers trust Schwarzkopf beauty products . henkel
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- 19. emotional Bourjois Bourjois always keepspace with the times and remains a real French expert in beauty, color and trends. Philosophy remains unchanged brand creativity, dynamism and brightness. Bourjois - always a synonym for quality, color and joy.
- 20. evaluative l'oreal paris L'oreal Group As the topbeauty Brand sold in retail outlets, L’Oréal Paris makes the most innovative products accessible to everyone. Its ambassadors embody a certain beauty ideal summed up in the legendary signature: “Because you’re worth it.”
- 21. repositioning outdated brand image changein TA a change in the strategy of the company decrease in financial performance
- 23. siemens for 11years does not release phones "Ingenuity for Life"Demonstration of Siemens work in 3 key areas: product innovation, energy conservation and a "smart" infrastructure Tasks repositioning - to convey to everyone that Siemens produces the most innovative technologies to improve the quality of life; highlight the competition - other European industrial giants - such as ThyssenKrupp