|
"Positioning
is not what you do to your product but what you do to yours
consumer's Mind"
In simplest of the words it is the reason of preferring your brand over your competitor’s by your customer. Positioning connotes confidence . Though we do not have a term like brand confidence and there is no need to add one more jargon in the brand wagon but Positioning somehow makes your customer more confident or comfortable for some attribute (positioning criteria) than any other brand.
Let us have an example…Suppose a girl has three brothers Ram , Shyam and Gopal and the girl encounters three problems as follows :
a. While going to school a group of three boys tease her.
b. She needs to buy a new dress.
c. She wants to get highest marks in computer science.
Now as we all know that all of our behaviour is oriented towards some sort of problem solving. Now the moment this girl faces these
crisis, she will look forward to resolve this .
Her behaviour to chose Ram, Shyam and Gopal respectively for problems a, b and c mainly rely on her confidence for some special traits of these personalities.
Ram is aggressive , strong, athlete and captain of college hockey team. Shyam is the eldest working in a private firm and loves his sister very much and Gopal is himself taking up a senior level computer course at NIIT.
It is just because of the positioning of her brothers in her mind that she finally resolved her different problems using different brothers. She could have resolved all of her problem with one brother or any of her problem with any of her brothers but it is just the power of positioning which made it very clear to her on deciding which brother to go for different kind of problems. Similarly all the consumers have different problems and different products and they can solve all their problems with one product or any of their problem with any of the proeucts but this is not so as powerful rands have powerfull positioning.
Just look for the level of confidence in the following example..
a.
Lux gives confidence to girls in their twenties aspiring to become beauty queens, models, film stars, TV stars.
b. Dove gives confidence to ladies in their thirties hoping to look young and have wrinkle less skin but
None of them can give confidence to the same target customer at the time of an epidemic( like that in Surat) which they can derive out of a soap like
Dettol or
Lifebuoy liquid soap .
This is nothing but the power of positioning.
Can we say that Brand positioning is a process of creating confidence in the minds of the customer for resolving one of her potential problem .
Let’s try to do it in big way with all the potential brands and just start to get answers for
How Dabur chyawanprash
is different from that of
Zandu’s and
Baidyanath or
How Colgate different from
Close up, Aquafrest, Pepsodent, Babool etc.
|
