Strong Positioning can work for brands for ever
FIND A STRONG POSITION AND SIT ON IT In 1982, when Nestle (then known as Food Specialities Ltd.) considered launching Maggi instant noodles, the company had the option of choosing…
Tags: Branding
Design as a Brand Differentiation Strategy
Eighty per cent of the earth is covered with water, making it a widely available commodity. Granted, most of the water in earth needs to be heavily purified and filtered…
Product Line Positioning by Usage
Product Line Positioning by Usage To minimize cannibalization, marketers adopt different positions for their brands in the same product category. Differentiation by usage occasion is one such strategy. Union Carbide’s…
Benefit Segmentation – Positioning by benefit
A well made product would usually offer more than one benefit. Promise of multiple benefits, however, tend to get lost because they leave in the consumer’s mind a vague and…
What if you are highly commoditised not highly branded
After the commodity continuum article, I got many queries on what if you fall on the highly commodities continuum. Then what?