DIFFERENTIATION AND POSITIONING
Session 12
PGPM 2025-26
THE FRAMEWORK
• Attributes
• Benefits
• Values
• Safety
• Fuel Efficiency
• Comfort & Convenience
• Performance
• Technology
• Aesthetics
• Sustainability
#2
• Has to be single benefit oriented
[Link]
FEVIKWIK
• Fevikwik: Joins almost everything.
Everytime.
• Fevikwik: Yeh kuch bhi jodh sakta hai.
Kabhi bhi. Kahi bhi
• Drive bold, stay protected.
• More than just a car — Seltos is your family’s comfort
zone on wheels.
#3
• Has to be an emotional benefit oriented
[Link]
IMPERIAL BLUE
• Imperial Blue: A leopard never changes its spots!
• Imperial Blue: Old habits die hard
• Imperial Blue: First impressions always matter for
men!
• Because feeling safe means driving with confidence.
#4
• Has to be extendable
– across media
– over time
– Status Symbol
– Family Oriented
– Value for Money
– Tech savy youth
– Urban needs
– Safety Focus
CADBURY DAIRY MILK
• [Link]
CADBURY’s DAIRY MILK
• (O) : It’s about enjoying the essence of life
• (O) : Now savour the most beautiful moments in
your life with CDM
THIRTY YEARS LATER…
• Celebrate your nicest moments with CDM
• All nice moments happen in your life.
Only with CDM
CADBURY DAIRY MILK
• [Link]
• [Link]
CDM
• CDM: Enjoy the best after dinner taste with your
loved ones
• CDM: No dinner is complete without tasting
something sweet from CDM
• Mid-level professionals, government employees,
entrepreneurs ; Senior executives, business owners
• Graduate – Postgraduate, MBA
Psychographic Details
• Comfort & status-driven
- Image-conscious
- Prefers brand trust and premium feel
- Uses car for both work and leisure
• Family-focused yet lifestyle-driven
LIMCA
• [Link]
[Link]
[Link]
LIMCA
• Freshness is the KEY benefit
• Being REFRESHED with Limca needs to be
connoted
LIMCA
• Now re-live the magical moments of your life with a
swig of refreshing Limca
• Moments in life become magical, with the
effervescent taste of Limca
• Feel the completely new YOU, thanks to the
refreshing energizer, Limca
• [Link]
PESTEL
• Political- ev adoption,
• Economic- rising disposable income, Rising middle-
class income, Easy finance/EMI options
• Social- status symbols, Safety & space preference
• Environmental- sustainability, pollution
• Technological- ev battery tech, online bookings
• Legal- mandatory air bags,emission compliance, road
regulation tax
PVR
• The memorable cinematic experience that brings
movie reels to real for all types of cinegoers
• There is a little bit of PVR in all our lives
• The only cinema that brings emotions to life in any
situation for everybody
Brand positioning
– WHO am I?
AND
– WHY prefer me?
HITACHI
• [Link]
HITACHI
• For all those moments in life, when nothing else
works for you!
• There is the inevitability of life. And then there is
Hitachi to turn it around./
• For all those moments in life, when it is only Hitachi
that makes them memorable
NEXT
• WHAT is the basis of an appropriate and relevant
positioning strategy?
• Product Adoption:- Tech-integrated, connected driving experience; Ease of use &
brand familiarity
• Purchase Decision:- Functionality-led buying; Value in features and support
• Social recognition:- Aspirational purchases; Cars as identity & status symbols
• Consumer trends
The tenets of brand positioning
Porter
Entrants- H – EV startups
Buyers-H- alternatives, price sensitivity
Suppliers- M- Global sourcing
Substitutes- H- ola uber,2 wheeler, public transport
Competition- H- Pricing, features, Upgrades, discounts, marketing
Tenet(1)
• Is there anything I can say about myself that others
haven’t been able to do?
• [Link]
TANISHQ JEWELLERY
• Moments that define you and re-define your life are
best fulfilled with Tanishq
• Any moment planned with Tanishq becomes a
memory for a lifetime
• [Link]
• [Link]
SAMSUNG SERVICE
• Impossible is nothing for us when you need us
• The only thing in our live that we are concerned
about is you. And your well being.
Tenet(2)
• Is there anything I can say about myself that others
have also said but I can say it better?
ATMs
• HSBC : Anytime money
• Stanchart: Relationship banking
• BOA : Day and Night
• Axis Bank : Convenience Banking
• AMEX : 365 Days Banking
And then
• Citibank : T C N S
Tenet(3)
• Is there anything I can say about myself that others
have also said well but I can deliver the message
better?
[Link]
HAVMOR ICECREAM
• Taste so good that it brings a smile anytime.
EVERYTIME.
• The richness of taste that will always win your heart.
EVERYTIME.
• [Link]
=127s
CARAT LANE
• Jewellery that becomes even more precious with
bonding with loved ones
• The essence of friendship best epitomised by CL
Tenet (4)
• Is there anything I can say about myself that is only
meant for a chosen few?
MATRIX
• Y- Strengthening presence in urban centres, Offering financing & loyalty
programs
• Y- Electrification & Hybrid Models, Alternative Fuel Options, Connected &
Smart Tech
• Y- Entering Tier 2 & 3 cities like Ahmedabad, Lucknow, and rural areas
• N- Not entering non-automobile segments like bikes, trucks, etc
ROLE OF IMAGE IN RE-POSITIONING
• The technique of perceptual mapping
CARS IN INDIA: AN ILLUSTRATION
BMW
Merc
High Performance H. Accord Audi
Sonet Creta T. Camry
Venue Fortuner
Seltos H. Civic
Nexon Grand Vitara T. Altis
Economy Luxury
Mini cooper
Swift Dezire X1
Hyundai Xcent A1
I10
Ignis
Wagon R
Workmanlike
THE ULTIMATE COROLLARY
Consumer
Consumer perception/impression
Perceptual mapping
Brand image/competitive brand imagery
Brand positioning/re-positioning
IN OTHER WORDS
• Identify and understand your target consumer
• Assess his/her perception of your brand
• Understand competitive brand imagery and
positioning
• Understand competitive brands TA
• Analyse current brand positioning
• RE-POSITION YOUR BRAND
Triangle
• Enthusiates/collectors- Deeply passionate, own multiple cars,
track specs, often modify vehicles.
• Performance purists- Prioritize engine, handling, speed, and
thrill.
• Tech savy adopters- Seek connected features
• Aspirational owners- Buy cars as a symbol of success or
identity.
• Need based buyers- Buy out of necessity for commute/family
mobility. Prioritize mileage, resale value, servicing.
