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Consumer Imagery

Imagery refers to the associations that are developed over time between consumers and brands. These associations have a strong impact on how consumers perceive and react to brands. For example, Bajaj Scooters developed an image as a "family vehicle" and Horlicks had an image as a "drink for the sick". Consumer imagery occurs when consumers buy products that match their self-image. Positioning conveys the image of what a product or service provides to fulfill consumer needs. Positioning strategies include umbrella positioning, positioning against competitors, positioning based on specific benefits, and finding unowned positions. Product repositioning and perceptual mapping are techniques used to develop and understand positioning strategies.

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477 views9 pages

Consumer Imagery

Imagery refers to the associations that are developed over time between consumers and brands. These associations have a strong impact on how consumers perceive and react to brands. For example, Bajaj Scooters developed an image as a "family vehicle" and Horlicks had an image as a "drink for the sick". Consumer imagery occurs when consumers buy products that match their self-image. Positioning conveys the image of what a product or service provides to fulfill consumer needs. Positioning strategies include umbrella positioning, positioning against competitors, positioning based on specific benefits, and finding unowned positions. Product repositioning and perceptual mapping are techniques used to develop and understand positioning strategies.

Uploaded by

shafeeqmba
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Presented by:Renuka.N Samiulla.M Sangamesh.K Santosh .N Shafeeq.

Imagery is the kind of associations a brand could get linked

What is imagery?

with over a period of time. It has an impact on how consumers perceive the brand and how they will react to it in the long run. Brand imagery plays an important role in shaping the association in the consumer's psyche. Once an association was developed it stayed with consumers for a long time. Bajaj Scooters had a `family vehicle' image. Horlicks had a `drink for the sick' association a few decades ago.

What is consumer imagery?


When consumers attempt to preserve or enhance their self

image by buying products & brands or patronising services which they believe are congruent with their self-images and avoiding which are not then this phenomenon is known as consumer imagery. 1. Product Image - where the consumer compares his self-image with his perception of the product or brand. Eg:-Fast Track and Sonata brands are both from Titan but have a clear image with regard to their target segment associations. 2. Service Image - where the consumer compares his self-image with his perception of the service or its provider.

Product positioning
Positioning refers to the image that a product has in the minds of

the consumer. It conveys the concept of the product or service in terms of how it fulfills a consumer need. It is an answer to the problem of being a me too brand. Eg: Pears Glycerine based & Pure Dove- Moisturizing Boost Stamina Complan Growing tall Big Bazar The best quality at the lowest of prices Colgate An anti tooth decay toothpaste

Results of good positioning strategy


Creates a distinctive brand image on which consumers rely in

making product choices.


Positive brand image leads to:-

consumer loyalty positive beliefs about brand value willingness to search for brand Also good positioning strategy affects consumers beliefs about its brands attributes and the prices consumers are willing to pay

Positioning Strategies
Umbrella Positioning (Sony, McDonalds, LG) Positioning Against the Competitor (7 Ups slogan the Un-

Cola)

Positioning based on Specific Benefit (Horlicks for Women,

FedEx When its absolutely, positively has to be there overnight)

Finding an Un-owned Position (When Fair & Lovely entered

the men's market for fairness creams)


Filling Several Positions ( Garnier)

Product repositioning
For almost three decades, Liril was associated with fresh, green and waterfalls but has attempted to create novelty through the `orange' variant, in packaging and visuals.

Dettol soap, after establishing itself on the protectionfrom-bacteria proposition, introduced a variant with moisturiser and employed a different kind of imagery.

Moov, which was not the pioneer with regard to pain balm, created an appealing benefit-based imagery leading to the brand's acceptance. Moov also effectively used imagery to compete with Iodex on the `staining' aspect of the offering.

Vicco's facial cream for skin has all along been positioned amidst the occasion of a wedding.

Perceptual mapping
Perceptual mapping is a graphics technique used by asset

marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition. Perceptual mapping is also called positioning map which helps to develop a marketing positioning strategy for the product or services.
Perceptual maps or positioning maps as they are sometimes

referred to, are often used to help the organization identify a positioning strategy .

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