Rises, adage. Com. Before we analyzing what is relationship among marketing, strategy, brand and brand positioning. First, we must know what is brand, brand positioning and marketing strategy it self? Why they are so important for your business?
And how they can influence our target market to choose your brand? Well, we start from what is brand first. What is Brand? “make it simple, but significant” According to the American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. L From that definition, we can easily understand that brand must have a unique identity to become differentiator with other competitors and this can have a strong relationship with the customers.
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And we call it branding, when that identity, idea or symbol is marketed and it is recognizable by more and more people with a certain service or product, when there are many other companies offering the same service or product. So, branding is the activity to make or developing brand more connected emotionally to the customers. Therefore it is makes sense to understand that branding is about getting your prospects to see our brand as the only one that provides a solution to their problem.
There are several objective that a good brand will achieve, included: 0 D message clearly 0 Simple and Easy to Recognized Confirms your credibility 0 Connects your target prospects emotionally 0 Motivates the buyer 0 Concretes User Loyalty, del. As mention above, we know all the objective is in customer perception, Ii fundamental business trust said: “customers build brand not companies because although companies put out the message, make the tagging of on, but it is customer who experience the brands and become emotional to those brand and make brand their own that actually build brands.
So, again and again that our product is the best, but until our customers ex believe the brand promise, and develop perception of it. Our brand has change to growth because the matter is what your customers think ABA brand. What is Brand Opposition? – “… Positioning is what you do to the mind of the prospect… ” Rises-Trout Brand Positioning is about how a brand or product perceived in the min consumers in relation to competitor’s brand in the marketplace.
Accords Settler, Positioning is the act of designing a company’s offering and image distinctive place in the minds of the target market. In other side Rises an said that “Positioning start with the product. But Positioning is not what product. Positioning is what you do to the mind of the 1 Kettle, Philip, Kevin Lane Keller, Marketing Management (14th edition), P Education International Mac Grab Hill, 2009. 2 Susan Genius, What is Brand?
Specifically, deciding on a positioning requires: (1) determining a frame of reference by identifying the target market and relevant competition, (2) identifying the optimal points of parity and points of difference brand associations given that frame of reference,and (3) creating a brand mantra to summarize the positioning and essence of the brand. After marketer know what brand positioning they choose, and what is the goal of his rand positioning that must locate in the mind of prospects consumers, the next question is how to get into there(prospect consumer’s mind)?
Consumer’s mind are inundated with message everyday. There is no time to sort through diluted messages or find one’s way out of a Jumble of confusing messages. The basic approach that we can use to get into consumer mind is not to create something new or different, but manipulate what already in mind. As Pace Underlie said: “Its is difficult to change behavior but easy to work with it” as I know this statement remind me about to find unique position we must find it inside existing mind’s perception of our prospect’s consumers.
There are several aspect that you need to castration to get into customer’s mind are: 0 Simplicity 0 Subtlety 0 Courage 0 Willingness to scarify 0 Objectivity 0 Patient What is Marketing Strategy? ” Marketing strategy allow you to use pathway and foothold that apply your limited marketing budget more effectively’ Marketing strategy is the way a firm effectively differentiates itself from it’s competitors by capitalizing on its strengths (both current and potential) to provide consistently better value to customers than its competitors. 3 All marketing strategy built on segmentation, targeting, and positioning (STEP).
This can show below how marketing strategy are build on STEP. It also shows the chronological dependency of the different activities. 3 http://Davies. Com/what-is-strategic-marketing/ Figure 1 The Process-data Model Segmentation, Positioning and Targeting On the right side of the model the concepts resulting from the activities are showed. The arrows show that one concept results from one or more previous concepts; the concept can not be made when the previous activities have not taken place. Below the three main activities are hourly described as well as their role as a basis for the next step or their dependency on the previous step. Segmentation, is the process of dividing the market into segments based on customer characteristics and needs. After the most attractive segments are selected, a company should not directly start targeting all these segments other important factors come into play in defining a target market. Targeting is about selection of a suitable market segment (or segments) with the intention of heavily focusing the firm’s marketing offers and activities towards this group of related consumers. Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.
Once a positioning strategy has been developed, the firm moves to implementation. This is the development of a marketing mix (product, place, price and promotion is known as UP) that will support the positioning in the marketplace. This requires suitable products need to be designed and developed, at a suitable price, with suitable distribution channels, and an effective promotional program. The focus of strategy is to make marketing become more effectively and you should make sure hat your products and services meet customer needs and developing long-term and profitable relationships with those customers.
In ad included many components such as who’s talking, the rhythm of the music, the background taking pictures and people involved in it. As the slogan Extra Joss “buy banyan why buy he bottle” is an ad that blamed each other indirectly by carrying practicality has offer through the use of sachet packaging that is easy to carry. How the strong relationship among Brand, Brand Positioning and Marketing Strategy can make Extra Joss become the Market Leader? As we said above that extra Joss take the way to effectively their marketing, it comes with a solid differentiation through the context they make.
With the brand which has clearly message and easy to recognize with word “Joss” in their brand, make the brand has emotional connected to prospect consumer’s mind. First soft launched Extra Joss display energy drink in sachets package which is a pioneer in energy drink on the sachets package with the tagging “In banyan, butt pap botany”. This tagging is quite inherent in the consumer’s mind, even I still remember quite clearly the tagging which is offer to the market.
Not only with their context of product packaging itself, extra Joss also deliver products right to the prospect consumer’s mind, extra Joss also launch program Generals Baaing Extra Joss(Gene-B) which is program to improve emotionally benefit by selection of teenagers, man or woman in Indonesia which has a Gene-B such as has an achievement, innovative, creative, and extraordinarily. Gene-B is also a solid different action of Extra Joss, where previously Extra Joss offers a functional benefit that consumer can get energy drinks without bought the bottle.
Extra Joss also emphasizes community marketing that were previously intended for truck drivers or labor then developing target market to targeting the teenager or young people. It can be seen from the nominations their selected start from Madam Danni (as musician), Tuff Hideaway(as badminton athletes), Issues Tested (artists, singers), Mealy Gallus (as musician). Nomination figures selected are the master of or “banyan” in their respective fields and became a favorite for teenager.
The selection of Gene-B Extra Joss also provides opportunity for consumers to choose one of several nominations which have been determined by the Extra Joss. It is intended to provide emotional bond consumer’s mind to the brand of Extra Joss. 7 This is show that the marketing strategy which is developed by OPT. Binging Tuxedoed before launching the product, doing some reviews by replacing/adding a different differentiation to retain or maybe could expand its positioning which has initially Argentina the hard-working as a truck driver expands the target to teenagers are energetic.
Not end there, Extra Joss is also become an official sponsor of the 2002 World Cup with willingly to spending their budget funds near to 35 billion to be the official sponsor world cup that celebrate ones time in 4 years. Extra Joss also invited the famous football player from Italy, Alexandra Del Piper became ad star and improve the brand image of extra Joss brand to international level. Not only satisfied with the program that has been developed , Extra Joss is also aware f the dynamics of teenagers customers and then tried release a new innovation or new Varian namely: Extra Joss Tab which has tablet form with trendy packaging.
Supported by Donation as an endorser and with signature of Del Piper for tube packaging. Extra Joss strengthen their brand positioning as the master of energy drinks. In 2003, SAW Magazine Sambaed and market research company MARS giving Extra Joss award as Indonesian Best Brand Award (BIBB) as the best brand in the category of non-liquid energy drinks. For three years in a row in year 2001, 2002, and 2003, Extra Joss receive the grace of Indonesian Customer Satisfaction Award (CICS) as an energy drink in powder form by the SAW Magazine Sambaed and Frontier.
Seemingly never get bored with a lot of variety of programs their created, Extra Joss launched program Go Joss alias “Goanna Barren Extra Joss”(dance together with extra joss) in 100 cities in Indonesia. This activity utilizes the momentum “Goanna Annul” style that is being famous in Indonesia at that time. It also proves that the emotional benefits that is established by the Extra Joss is able to strengthen the brand image which is owned, so positioning is always relevant and remain embedded in the minds of citizens or prospect consumers.
Strong brand that is embedded in the minds of the consumers not only done with one program but created a continuously program that make various changes that is offered to retain its brand positioning and strengthen the differentiation become the master of energy drinks. Conclusion Brand as an identity that is used to differentiate a product other competitors. Therefore, to create a brand must be able to be easily connected in the prospect consumer’s mind. A good brand should have to delivery a clear message, simple, easily recognize and connected your target prospects emotionally.