Brand Postioning

sunandaC

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Brand Postioning:

A) Category Related Positioning-

LG analysed all the positioning strategies like Benefit -related positioning, Positioning by usage occasion and time, Price-Quality positioning and Category related positioning strategies being used by the various players in the market and finally decided to use the category -related positioning.

The question was to enter the technological category which was already overcrowded with other players like Samsung, Hitachi , Carrier or to create an all together new category which would help to create a distinct position in the mind of the consumer. LG had been positioning its brand in the health category across all the appliances throughout the globe and they decided to do the same with air-conditioners in India.

They took the first step by branding them as LG Health Air System Air conditioners which itself created a distinct place for their brand in the market because people had never come across this concept of an air conditioner acting as a health air system.

ACs are priced at upper middle class with the average income per month exceeding Rs. 40,000 Consumers had come across brands talking about efficient ACs, programmable ACs , stylish ACs but no brand anytime during its positioning spoke about pure and healthy air until LG established their health positioning strategy.

Its a different story that after the success of LG everyone has suddenly discovered the hidden technology of their ACs or redesigned their ACs to provide cool and healthy air.

The baseline of the brand says “ The purest Way To Breathe” which suggests that they have tried to tap the most basic and important facet of human life and that is respiration.

Pure and clean environment is what an individual craves for in today’s polluting times thanks to the rapid industrialization and development. After a hectic day’s work a person wants to relax and wants a soothing ambience and that is what LG air conditioners provide cool, clean and healthy air.

The success of their air conditioners lies in the fact that people are becoming more and more health conscious and when the issue is that of clean and pure environment they don’t want to take the chances because breathing is the crux of human life and no one is going to compromise on this aspect provided they have the resources.

B) positioning according to use: Positioning with respect to use : the people now a days need things that can get the work done very fast because they have very less time in their stressful and bussy life . so godrej has used the tagline “ nothing cools faster” which can attract such kind of people.

Home segment is their target market . so if we look at it from one angle then it has a better scope because if people come tired from their job they have to wait after putting on ther AC so that it should give cool air .this creates frustrations for them as they have to wait. So the people will be attracted towards godrej as it is the fastest cooling AC people don’t have to wait for it .

this is the reason people go in for buying godrej .moreover the people owing this AC feel proud in telling other people who are having other AC that “my AC is faster than yours “. Thus the brand is giving psychological satisfaction to the people .

C) User Driven Positioning-

Hitachi has a devised a very catchy and focused tagline for the brand “ For Those Who Seek Perfection” which clearly classifies their positioning as user driven. ACs are priced at upper middle class with the average income per month exceeding Rs. 40,000.

As their advertising campaign suggests they are targeting that segment of consumers which are very particular about each and every thing they do be it their work or the appliance they own.

Thus if you look at it from one angle the positioning seems to very limited in its scope because there are not many people who have this kind of an attitude.

But the other angle will suggest that the positioning is smart because human nature is such that it craves to associate itself with the best in the business and perfection is that trait which every individual would like to flaunt.

Anyway owning an AC itself is a status symbol and owning an AC that personifies itself as perfectionist only adds value to the already hyped status of the owner.

Thus the brand is playing with the human psychology with respect to its positioning and has been largely successful in their efforts.
 
Brand Postioning:

A) Category Related Positioning-

LG analysed all the positioning strategies like Benefit -related positioning, Positioning by usage occasion and time, Price-Quality positioning and Category related positioning strategies being used by the various players in the market and finally decided to use the category -related positioning.

The question was to enter the technological category which was already overcrowded with other players like Samsung, Hitachi , Carrier or to create an all together new category which would help to create a distinct position in the mind of the consumer. LG had been positioning its brand in the health category across all the appliances throughout the globe and they decided to do the same with air-conditioners in India.

They took the first step by branding them as LG Health Air System Air conditioners which itself created a distinct place for their brand in the market because people had never come across this concept of an air conditioner acting as a health air system.

ACs are priced at upper middle class with the average income per month exceeding Rs. 40,000 Consumers had come across brands talking about efficient ACs, programmable ACs , stylish ACs but no brand anytime during its positioning spoke about pure and healthy air until LG established their health positioning strategy.

Its a different story that after the success of LG everyone has suddenly discovered the hidden technology of their ACs or redesigned their ACs to provide cool and healthy air.

The baseline of the brand says “ The purest Way To Breathe” which suggests that they have tried to tap the most basic and important facet of human life and that is respiration.

Pure and clean environment is what an individual craves for in today’s polluting times thanks to the rapid industrialization and development. After a hectic day’s work a person wants to relax and wants a soothing ambience and that is what LG air conditioners provide cool, clean and healthy air.

The success of their air conditioners lies in the fact that people are becoming more and more health conscious and when the issue is that of clean and pure environment they don’t want to take the chances because breathing is the crux of human life and no one is going to compromise on this aspect provided they have the resources.

B) positioning according to use: Positioning with respect to use : the people now a days need things that can get the work done very fast because they have very less time in their stressful and bussy life . so godrej has used the tagline “ nothing cools faster” which can attract such kind of people.

Home segment is their target market . so if we look at it from one angle then it has a better scope because if people come tired from their job they have to wait after putting on ther AC so that it should give cool air .this creates frustrations for them as they have to wait. So the people will be attracted towards godrej as it is the fastest cooling AC people don’t have to wait for it .

this is the reason people go in for buying godrej .moreover the people owing this AC feel proud in telling other people who are having other AC that “my AC is faster than yours “. Thus the brand is giving psychological satisfaction to the people .

C) User Driven Positioning-

Hitachi has a devised a very catchy and focused tagline for the brand “ For Those Who Seek Perfection” which clearly classifies their positioning as user driven. ACs are priced at upper middle class with the average income per month exceeding Rs. 40,000.

As their advertising campaign suggests they are targeting that segment of consumers which are very particular about each and every thing they do be it their work or the appliance they own.

Thus if you look at it from one angle the positioning seems to very limited in its scope because there are not many people who have this kind of an attitude.

But the other angle will suggest that the positioning is smart because human nature is such that it craves to associate itself with the best in the business and perfection is that trait which every individual would like to flaunt.

Anyway owning an AC itself is a status symbol and owning an AC that personifies itself as perfectionist only adds value to the already hyped status of the owner.

Thus the brand is playing with the human psychology with respect to its positioning and has been largely successful in their efforts.

Hey sunanda, thanks for sharing the information on brand position which is generally a marketing technique that aims to make a brand take up a distinct position, compared to competing brands, in the mind of the customer. For more detailed information, please download my presentation.
 

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