Brand Positioning Case Study

BRAND POSITIONING
- LINSHA BONIFAS

Roll number: p17136 Batch: PGDM A Emailid: [e-mail]

INTRODUCTION
We need to understand that strong brands never happen by chance. It happens when the companies take the necessary steps for brand planning and its execution. There are a lot of branding strategies and objectives available for the effective development of a strong brand but in many situations the company fail to adopt the right strategies required for the positioning of their brand. Whatever strategy the company undertakes should be differentiable as well as appealing to the consumers. Brand strategy connects the gap between business strategy

3) Understand how other competitors have positioned their brands.
4) Identify the uniqueness in positioning compared with other competitors.
5) Develop a distinct and value based positioning idea.
6) Create a brand positioning statement (It is a statement which communicates the brands unique quality to the target audience with respect to your competitors)
7) Test the effectiveness of the brand positioning statement.

BRAND REPOSITIONING
It is an important type of brand positioning. Brand repositioning is a strategic decision that can be taken at any point during the brands life cycle. This is done when a company wants to impart new meanings or dimensions to their product. Here the company changes the brands status in the marketplace and it enables an alteration in consumers perception. Repositioning is done to satisfy consumer wants and needs.

REASONS FOR REPOSITIONING
• Decrease in sales
• To make the brand serious
• To adapt with the changed market conditions
• Differentiate the brand
• For creating a unique position in the market
• For bringing new customers
• Increasing occasions for use
TYPES OF REPOSITIONING
 Value

An interesting example of segment oriented repositioning is of the Fair and Lovely fairness cream. In the olden times it was the main cosmetic product used by the teenagers and young people. But now the firm has started to target the middle-aged women also, i.e. the married women. The company started showing TV commercials of a married women using their product. So, by adopting these strategies the company was able to bring in new customers as well as increase their sales.

Another example is of Cadbury chocolate which was moulded in the shape of rectangular bars. During the eighties it was positioned only for the kids but after nineties they wanted to expand their target market. So, for that they created a sub brand Cadbury’s Gold which was a variant of the initial moulded version. The sub brand was positioned in the market with the help of TV commercials. The commercial showed a lady clad in permissive apparel in gymnasium embracing men. This advertisement showed the fun-loving adult nature which was not considered permissible in the Indian context. This example shows the impact of positioning a new variant using the overall brand associations associated with the earlier