Business organisations strategise at various levels, charting out their corporate strategy, business strategy and functional strategy, among many others.

Addressing students of the Velammal Institute of Technology, Mr K. Hari Prakash, General Manager, Valvoline Cummins Ltd, narrowed his focus from functional strategy to brand positioning. He was talking on ‘Brand Positioning in India: A few Lessons' during a BL Club lecture organised at the institution and presented by Tata Photon+.

He explained the basic concepts of marketing and moved on to different product categories such as food, clothing and shelter.

From product categories, he went on to explain the concept of brand positioning in the Indian context, using various advertisements to illustrate his point.

In this context, for the food category, he gave the example of McDonald's and Bru Coffee. In the clothing sector, he cited the example of Raymonds and in the real estate sector, DLF.

For the undifferentiated market, he gave the example of Dettol and among the brands targeted at the youth, he gave the example of Close-up toothpaste. For the niche brands, he cited the example of Rolex watches.

The telecom sector, he said, was the only sector that used all the different positioning strategies. Thus, by using short advertising films, Mr Hari Prakash was able to illustrate to the students the brand positioning strategies followed in the Indian context.

Last but not least, he told the students to improve their communication skills and develop a sound conceptual knowledge of issues.

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