Positioning is finding a permanent spot in your customers mind. It is the permanent identity of brand & is different from the tagline or marketing slogan. Tagline or marketing slogan can be changed but positioning does not. Positioning is what attaches customers to your brand. It talks about the purpose of brand i.e.
-Benefits of your brand to customer
-Stimulates an emotional response
– Creates a better self-image.
Did you know? One can live without brain not functioning (coma), But absolutely not if the heart stops function. Why are we discussing this? Because Marketing campaign is the brain & Product positioning is the heart. A wrong marketing campaign can be corrected but nothing can save a brand with wrong positioning.
So, why positioning is that important? Positioning defines the purpose of existence of brand, i.e.,
-Differentiates from the rest brands in same market
-Defines the audience to target
-Defines why the audience should choose you.
All the popular brands have their positioning correct. Some target the benefits, some stimulate an emotional need, & some find a place in daily schedule of their customers. Lets get through an example:
Positioning based on functional benefits:
Fevicol: jod jo tutega nahin
Lifebuoy: Kills the germs you cannot see
Apex Exterior Paint from Asian Paints: Time proof beauty
Dabur Chavanprash- Immunity against infections
M-Seal: Seal all leaks
Pepsodent: 12 hour protection against germs
Positioning based on emotional benefits:
– Close-Up: Confident
– Johnson &. Johnson: Caring
– Axe: Irresistible
– JK Tyres; In control
– Liril: Fresh
Positioning based on activities of day:
Babool: Perfect way to start the day….subah Babool ki to din Tumhara
Nescafe: Start your morning with Nescafe
Britannia: Chai Biscoot (for tea times)
Cadbury celebrations : Gifting. Cadbury advertises specially for Rakhi & Diwali occasions building an emotional connect & establishing Cadbury celebrations as the best gifting option for the occasion.
Maggi is positioned as not just-noodles. Instead It positioned for the evening snack for when kids come back after play and ask for food.
End Note: On what feature the positioning should be based that can be effective for brand growth & acceptance will be different for different brand. It can only be made a success after a 360 degree study of product & market. And of course, it adds up the fun to Product management job.