SEGMENTATION, TARGETING AND BRAND POSITIONING
Compiled by Tanya Alexander
Segmentation, Targeting and Positioning is the basic framework every marketer adopts before implementing a marketing mix strategy. The framework begins with segmentation followed by marketers identifying different target markets within segmentation. Once the target markets are identified, marketers implement a positioning strategy that helps the brand differentiate itself from its competitors.
In simple terms, brand positioning can be defined as a marketing strategy adopted by marketers to create a unique or distinctive image for their brands in the minds of the consumers. Brand Positioning not only helps marketers in differentiating their brands from competitors but …show more content…
Perception mapping is the most commonly used method. In perceptual mapping, on the basis of certain characteristics consumers evaluate a brand against other brands. This helps marketers identify which position they occupy in the minds of the consumer. This also gives marketers a chance to improve the value they offer to consumers. Other methods used include factor analysis, discriminant analysis etc. Using multiple tools in measuring brand positioning help marketers look out for potential opportunities in the underserved category of …show more content…
Therefore, multiple efforts have been undertaken by the brand to attract the youth. Its recent television commercials showed a young girl extremely discouraged by the pimples on her face. She tries to cover it up by using strange and funny props like huge earrings and sunglasses, a weird hat and using a stole to cover the pimples. When her friends notice that she is discouraged by the pimple on her face, they suggest Himalaya Neem face wash. Eventually, the girl is shown pimple free and happy. This advertisement was chosen to reveal the current trend among youth where every girl is conscious about how she looks. The young girls today are not just focusses on the pimples on their face but they are careful about the products that they use. Himalaya has been successful in positioning it as a herbal product which instils confidence among people. The automatic response would “no side effects”. This is why Himalaya focused on the message “try Himalaya first” because it believed it could deliver the promise the first
Compiled by Tanya Alexander
Segmentation, Targeting and Positioning is the basic framework every marketer adopts before implementing a marketing mix strategy. The framework begins with segmentation followed by marketers identifying different target markets within segmentation. Once the target markets are identified, marketers implement a positioning strategy that helps the brand differentiate itself from its competitors.
In simple terms, brand positioning can be defined as a marketing strategy adopted by marketers to create a unique or distinctive image for their brands in the minds of the consumers. Brand Positioning not only helps marketers in differentiating their brands from competitors but …show more content…
Perception mapping is the most commonly used method. In perceptual mapping, on the basis of certain characteristics consumers evaluate a brand against other brands. This helps marketers identify which position they occupy in the minds of the consumer. This also gives marketers a chance to improve the value they offer to consumers. Other methods used include factor analysis, discriminant analysis etc. Using multiple tools in measuring brand positioning help marketers look out for potential opportunities in the underserved category of …show more content…
Therefore, multiple efforts have been undertaken by the brand to attract the youth. Its recent television commercials showed a young girl extremely discouraged by the pimples on her face. She tries to cover it up by using strange and funny props like huge earrings and sunglasses, a weird hat and using a stole to cover the pimples. When her friends notice that she is discouraged by the pimple on her face, they suggest Himalaya Neem face wash. Eventually, the girl is shown pimple free and happy. This advertisement was chosen to reveal the current trend among youth where every girl is conscious about how she looks. The young girls today are not just focusses on the pimples on their face but they are careful about the products that they use. Himalaya has been successful in positioning it as a herbal product which instils confidence among people. The automatic response would “no side effects”. This is why Himalaya focused on the message “try Himalaya first” because it believed it could deliver the promise the first