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Positioning If Tela PDF

The document discusses positioning options for the brand Tela as it competes with the Goliath competitor Saira in Peru. It recommends that Tela position itself around a social mission like education or women's rights to differentiate from Saira's focus on donating ponchos. Tela should also emphasize authenticity by marketing local materials and entrepreneurs to connect with customers. Positioning around a social mission and authenticity allows Tela to compete while staying true to its values and mission in Peru.

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Shahzeb Ahmed
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364 views3 pages

Positioning If Tela PDF

The document discusses positioning options for the brand Tela as it competes with the Goliath competitor Saira in Peru. It recommends that Tela position itself around a social mission like education or women's rights to differentiate from Saira's focus on donating ponchos. Tela should also emphasize authenticity by marketing local materials and entrepreneurs to connect with customers. Positioning around a social mission and authenticity allows Tela to compete while staying true to its values and mission in Peru.

Uploaded by

Shahzeb Ahmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

Assignment # 2

Submitted To: Ma’am Shirza Shahjahan

Submitted By: Shahzeb ahmed

Class/Section : BBA 3-A


Roll no. : 180338
Marketing management | Assignment # 2

Competing with a Goliath.

Which is the best positioning option for Tela?


Actually there is no one right way to position a brand, because this is a dynamic decision, and
it relies on the 3c’s model, i.e.

Customers

(The value proposition)

Company Competitors

When we are making a positioning decision, we have to consider the customer’s demand and
conditions, our competitors, and our company’s conditions.

 Customers:
We must choose a positioning that is relevant to consumer’s needs and which is relevant
to them. Giving them a story or narrative that brings meaning to their lives.
In the case of Tela, operating in Peru, the customers are more fond of buying the Saira’s
ponchos, therefore Saira has a 60% of the market share. So it will be very difficult for
Tela to compete with such a giant competitor in terms of customer loyalty.
 Competitors:
We must choose a positioning that is different from which our competitors are offering.
We must choose a positioning that we can defend over a long time period.
In the case of Tela, they have many points of parity between them, e.g. they both are
interested in social work. But still Tela must choose a positioning that is different from
their competitor. Because if Tela tries to position itself into the points of parity, it will
just look like a copycat and not more than that.
Therefore Tela should portray itself as different rather than just being better. More
precisely, Tela can try focusing on education, women’s rights in Peru, etc.

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Marketing management | Assignment # 2

 Company:

Before positioning our brand, we must think about our capabilities as a company. We
must make sure weather all of our related personnel are aligned behind the positioning that we
are going to choose.

In the case of Tela, one of their personnel ‘Ricardo’ left ‘Saira’ and joined them to help them
position Tela better out of a shared love for the product and Peru. So, Tela is in very good
hands.

 Recommendation:
The marketing messages that Tela should adopt are ‘Social Mission’ and ‘Authenticity’.
The customers in Peru are already very impressed with Saira’s idea of donating a
ponchos to the needy with every single purchase. Tela should differentiate itself from
Saira by raising any other social mission like education, women rights in Peru, or maybe
feeding the poor. This will help Tela to compete with Saira’s marketing strategy. But it
must also be kept in mind that what is promised, must also be fulfilled. Because this
value proposition is a promise to customers, so if Tela fails to fulfill its promises, all
the work done in positioning will also fail.
Secondly, authenticity is also a very important aspect for gaining attention. Tela should
market their sources of material and entrepreneurs as locals of Peru, this will make their
customers feel that they are getting a real deal. Also the tag line ‘Buy Peru, Build Peru’
should be promoted. And finally by marketing authenticity, Tela could be comfortable
and confident that they are communicating a message that is authentic to their mission.

___________________________________

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