Branding & Positioning in Healthcare

ASCI
Healthcare Mktg Module 2008
Positioning
&
Branding
in
Healthcare
Sudhaker.jadhav@wockhardthospitals.com
ASCI
PRODUCT
PRODUCT=TANGIBLE OBJECT
A Product is a produced item which has
• Tangibility (it can be touched and handed from one

person to another)
• Attributes & Features (objectively assessable
properties)
• Also can have symbolic signatures (distinctive
graphic elements)
ASCI
BRAND
BRAND= IDEA
• A “ Brand” is a set of ideas which from an image the

consumer (and trade) holds about the product(s)
under a Brand Name.
• It is this set of ideas which makes a product worth

more or less to the consumer.
ASCI
LET’S TRY THIS OUT

• What name comes first to your mind on seeing
the following words
– Car
– Cold drink
– Film star
– Cricket
– MBA
– MHA
ASCI
A brand
is
like a
reputation
for a person.
You earn
reputation
by
trying to do
hard things well
ASCI
PRODUCT
ASCI
BRAND RANI MUKHERJI
ASCI
PRODUCT
ASCI
BRAND AISHWARYA
ASCI
PRODUCT
ASCI
BRAND JLO
ASCI
PRODUCT
ASCI
BRAND RAJNIKANT
ASCI
Product = Commodity
A product is a produced item always
possessing these characteristics:
• Tangibility
• Attributes and
• Features
Brand = “Mind Set”
The sum of all communications and
experiences received by the consumer
and customer resulting in a distinctive
image in their “mind set” based on
perceived emotional and functional
benefits.
ASCI
Relative Brand Distinction

The more distinctive or different a brand is in the
consumers “mind set”, the stronger brand
preference becomes. This is critical to keeping
competition from the consumer’s consideration.
OWN Something
Products Brand Strong Brand

(Commodities) Name Brand
Perceived by the
No Difference Well Known Distinctive Consumer as
Except Price But Similar Unique
Timothy D. Ennis, Ennis Associates, Inc
ASCI
WHAT IS A PRODUCT ?
Potential Product
• Kotler’s
Five levels
Augmented Product
to a
product:
Expected Product
Generic Product
CORE BENEFIT
ASCI
WHAT IS A PRODUCT ?
• Kotler’s
Five levels The
to a Fundamental
product: Need or Want
that consumers
satisfy by
consuming the
product or
CORE BENEFIT service
ASCI
WHAT IS A PRODUCT ?
• Kotler’s
Five levels Basic Version
to a of the product
containing only
product: those elements
absolutely
necessary to
Generic Product function. No
distinguishing
features.
CORE BENEFIT
ASCI
WHAT IS A PRODUCT ?
• Kotler’s
Attributes and
Five levels Characteristics
to a that buyers
normally
product: expect and
agree to when
Expected Product they purchase a
product
Generic Product
CORE BENEFIT
ASCI
WHAT IS A PRODUCT ?
• Kotler’s Additional
product
Five levels attributes,
to a Augmented Product benefits, or
related services
product: that distinguish
the product
Expected Product
from
competitors
Generic Product
CORE BENEFIT
ASCI
WHAT IS A PRODUCT ?
• Kotler’s Potential Product All the
Five levels augmentations
and
to a Augmented Product transformations
product: that a product
might
ultimately
Expected Product
undergo in the
future
Generic Product
CORE BENEFIT
ASCI
WHAT IS A PRODUCT ?
All the augmentations and
• Kotler’s Potential Product
transformations that a product
might ultimately undergo in the
Five levels future
to a Augmented Product
Additional product attributes,
benefits, or related services that
distinguish the product from
product: competitors
Attributes and Characteristics that

Expected Product buyers normally expect and agree
to when they purchase a product
Basic Version of the product
Generic Product containing only those elements

absolutely necessary to function.
No distinguishing features.
The Fundamental Need or Want

CORE BENEFIT that consumers satisfy by
consuming the product or service
ASCI
WHAT IS A BRAND ?
Kotler’s Five Levels
Potential Product
of A Product
Augmented Product
BRAND DISTINCTION by Timothy D. Ennis

Expected Product (Commodities) Name Brand
Perceived by the
Generic Product
CORE BENEFIT
ASCI
WHAT IS A BRAND ?
Kotler’s Five Levels
Potential Product
of A Product
Augmented Product
BRAND DISTINCTION by Timothy D. Ennis

Expected Product (Commodities) Name Brand
Perceived by the
Generic Product OWN Something
CORE BENEFIT
ASCI
Hotel Example on 5 Levels to a Product

• This example explains that guests of a hotel
come to stay for the most fundamental, core
benefit, which is a place to sleep.
• The second level or basic product provides the
hotel customer with the necessities, including a
bed and a bathroom.
• The third level or the expected product is a
step up toward more customer value with the
customer expecting clean facilities and a room
that is neat and tidy.
ASCI
Hotel Example on 5 Levels to a Product
• The next level of satisfaction is the augmented

product, a level that is meant to exceed customer
expectations. A hotel room that includes HBO and
Showtime and perhaps mints on a pillow might qualify as
an augmented product.
• The final level of perceived customer value is the
potential product or the level that seeks to be
everything and more to its customer. At this level of
satisfaction, the hotel guests are delighted at the great
lengths the hotel goes to satisfy a variety of needs.
ASCI
WHY DEVELOP A BRAND ?

 Source of company wealth for generations
 Improves with Age
 Develop clearly defined personalities
 Develop affection & loyalty of the public
 Become parents to sub-brands and brand extension
Brands = Powerful Emotional Tools
ASCI
WHY DEVELOP A BRAND ?
 Truly understood brands are the things which

patrol the boundary between people and the
world outside them.
 A brand with an emotional difference can

potentially command a premium forever.
ASCI
SUCCESSFUL BRANDS
 Don’t JUST sell products
 Communicate Clear Values
 Stretch Across a Number of Products
 Attached to Consumers/ NOT Products
 Individualized Relationships
ASCI
 Deep respect for the way products fit into

consumer’s lives = “core” of success
 Consumer Relationship = Loyalty
 Social Changes in their favor
ASCI
Most successful brand

launches
10 most successful brand launches
• Swift
• Indian Idol
• Kingfisher Airlines
• KBC II
• Toyota Innova
• Motorola Motorazr
• Livon
• Fame Gurukul
ASCI
Benefits of a Strong Brand

• A strong brand influences the buying decision and shapes the
ownership experience.
• Branding creates trust and an emotional attachment to your
product or company. This attachment then causes your market
to make decisions based
• A strong brand can command a premium price and maximize
the number of users.
• Branding helps make purchasing decisions easier. A strong
brand will help your customers trust you and create a set of
expectations about your products without even knowing the
specifics of product features.
• Branding will help you "fence off" your customers from the
competition and protect your market share while building mind
share.
ASCI
Benefits of a Strong Brand

• A strong brand can make actual product features virtually
insignificant.
• A strong brand helps you sell value and the intangibles that
surround your products.
• A strong brand signals that you want to build customer loyalty,
not just sell product. A strong branding campaign will also
signal that you are serious about marketing and that you
intend to be around for a while. A brand impresses your firm's
identity upon potential customers,
• Branding builds name recognition for your company or
product.
• A brand will help you articulate your company's values and
explain why you are competing in your market.
ASCI
PRODUCT / BRAND
RELATIONSHIP
A product only becomes a brand when its very name
evokes in the consumer’s mind a clear and consistent
image. It takes discipline, perseverance and creativity to
build a strong brand.
ASCI
WHERE DO BRANDS
EXIST ?
ASCI
Brands are not built by

Advertising
But by the brand

Experience
ASCI
STEPS TOWARDS BRANDING

• Building Brands in the new economy
• Clarify the corporation’s basic values
• Define brand footprint and brand’s basic essence to be
delivered wherever it is sold.
• Develop a more comprehensive brand-building plan.
• Use the brand-value proposition as the key driver of the
company’s strategy, operations, services, and product
development.
• Measure their brand-building effectiveness, by a more
comprehensive set of measures including customer-
perceived value, customer satisfaction, customer share of
wallet, customer retention, and customer advocacy.
ASCI
BUILDING BRANDS
Clarify Corporation Values
• Everyone in the company lives the brand
– Three ways to carry on internal branding –
Employees must
– Understand
– Desire, and
– Deliver on the brand promise
• Corporate Vision
• Corporate Mission statement
ASCI
BUILDING BRANDS
• The First thing you need to do is create a

marketing vision to rally your forces.
“Where there is no vision, the

people perish.”
ASCI
WOCKHARDT HOSPITALS
VISION
“Wockhardt Hospitals will strive with

excellence to fulfill the needs of the
community in its chosen field of
medical treatment”
ASCI
Various Mission statements

• Goodyear
• “Our mission is constant improvement
in products and services to meet our
customers’ needs. This the only means
to business success for Goodyear and
prosperity for its investors and
employees.
ASCI
Intel Corporation
• “Do a great job for our customers,

employees, and stockholders by being
the preeminent building block
supplier to the computing industry.”
http://www.Intel.com/
ASCI
Marriott
• Grow a worldwide lodging business

using total quality management (TQM)
principles to continuously improve
preference and profitability. Our
commitment is that every guest leaves
satisfied.
ASCI
MISSION STATEMENT
WOCKHARDT HOSPITALS
“To serve and enrich the quality of life
of patients suffering from diseases,
through the efficient deployment of
technology and human expertise, in a
caring and nurturing environment with
the greatest respect for human dignity
and life”
ASCI
Merck & Co.,Inc

• The mission of Merck & Co., Inc., is
to provide society with superior
products and services—innovations
and solutions that satisfy customer
needs and improve their quality of life
—to provide employees with
meaningful work and advancement
opportunities and investors with a
superior rate of return.
ASCI
LIC’s Vision Mission

• Mission
"Explore and enhance the quality of life of
people through financial security by
providing products and services of aspired
attributes with competitive returns, and by
rendering resources for economic
development."
Vision
"A trans-nationally competitive financial
conglomerate of significance to societies
and Pride of India."
ASCI
Apollo Hospital
ASCI
DHL
Vision
“Customers trust DHL as the preferred global express and logistics partner,
leading the industry in terms of quality, profitability and market share.”
From our current work, there are signals that our customers – particularly
those that are global brands – have increasingly rigorous expectations of
their suppliers in terms of their ethical, social and environmental
performance.
Mission
DHL enhances the business of our customers by offering highest quality
express and logistics solutions based on strong local expertise
combined with the most extensive global network presence
• DHL attracts, develops and retains exceptional people by creating a
truly global working environment and placing value on our multi-
cultural heritage
DHL delivers above-average returns by providing superior quality and
solutions at all levels of the business processes
• DHL is a responsible corporate citizen in all countries in which we
operate, taking into account the social and environmental needs of our
employees, local communities andSudhaker.jadhav@wockhardthospitals.com
the public
ASCI
Thomas Cook
• Our Vision
• To become the No. 1 company in
all our Core Businesses through
Customer Focus and Teamwork
• Our Mission
• Exceptional Service from
Exceptional People
ASCI
Whirlpool
• Our all pervasive vision of Every Home...
Everywhere, with Pride, Passion and
Performance rests on the pillars of Innovation,
Operational Excellence, a customer-centric
approach and diversified talent. These are
embedded in our business goals and strategy,
processes and culture.
• Be it our products that are the result of
innovation and operational excellence to meet
every need of our consumers or the people
behind these products that come from a wide
spectrum of backgrounds thus depicting
diversity in talent, everything we do features a
distinct Whirlpool way.
ASCI
Hero Honda
• Vision
• Hero Honda’s mission is to strive for synergy
between technology, systems and human
resources, to produce products and services
that meet the quality, performance and
price aspirations of its customers. At the
same time maintain the highest standards
of ethics and social responsibilities.
• Mission
ASCI
BRAND EQUITY
A Brand’s Equity
is
everything
that would have to go with it
if it were sold to another company.
ASCI
BRAND EQUITY
This includes the following elements:

 Consumer Perceptions, Attitudes, Behaviour
 Consumer Sales Levels & Market Share
 Distribution Channel Status
 Factory Sales Level
 Predictable Profits
ASCI
Brand Equity
Building Roadmap
ASCI
BRAND’S FOOTPRINT
Brand’s Footprint is the unique imprint

it makes upon the consumer’s mind.
ASCI
Brand’s Footprint is the unique imprint it

makes upon the consumer’s mind.
 It is up to us as marketers to be sure each brand’s

footprint is deep, clear and attractively distinctive.
Global brands need to press the same footprint
everywhere in the world, but they must be sure to
allow for differences in the cultural soil.
 Brands leave footprints by what they do, whether by
plan or by accident.
 A distinctive and positive brand footprint requires
planning and fanatic commitment to imprinting it.
ASCI
FOOTPRINT ELEMENTS (FORMAT & CRITERIA)

A well-designed Brand Footprint looks like this:
BRAND:
BRAND:
COREVALUES
CORE VALUES PERSONALITY
PERSONALITY
Three1-2
Three 1-2word
word Three1-2
Three 1-2word
wordtraits
traits
descriptionsof
descriptions ofthe
the thatwould
that woulddescribe
describe
brand’sinner
brand’s innerdriving
driving thebrand
the brandififititwere
wereaa
priorities
priorities person
person
BRAND ESSENCE
BRAND ESSENCE
Thecentral
The central
pointof
point ofthe
theBrand’s
Brand’s
ASCI
Governing Ideas of
Any Organization or Individual
• A Vision, a purpose or mission, and core
values are the governing ideas behind any
enterprise -individual or organizational.
• These ideas answer three critical
question: "What?" "Why?" and "How?"
ASCI
• Footprint Essentials
– Footprint development should be done with
ample research and time to get it right
– Entire organisation and outside agencies
should be passionately committed to
executing the footprint
– Brand footprint should stay in place for a
lllloooonnnnggggg time
ASCI
BRAND FOOTPRINT EXAMPLES
Core Values Personality

Refreshment Fun-Loving
Bonding Honest
people American
Always there Socially Active
Essence
The refreshing bond between people
everywhere
ASCI

Enjoyment Young-Minded
Beating Coke Aggressive
Up-To-Date “Cool”
Essence
The soft drink for today’s tastes and
experiences
ASCI

Highest Quality Warm,
Family Moments Emotional
Consistently Simple Dependable
Helpful
Essence
The loving relative who preserves
the family’s stories
ASCI

Truest Colors Creative
Capture Technical
Subtleties Quiet
Reasonable Price
Essence
The technological edge of
knowledgeable photographers
ASCI
• Positioning the product

– Positioning is the tool we use to place our
product foot in the consumer’s mind
– It places the product in a competitive frame
of reference
– It conveys the benefit it intends to own in
the mind of the core target consumer
ASCI
• Positioning the product

– Positioning answers the following questions
• What kind of a thing is it?
(what category does it compete in)
• What benefit does it offer?
(what is its zone of authority)
• For whom is it?
( Is it for people who are like me)
ASCI
• Positioning essentials
– Do your homework?
• What is our market like?
• Who is our target customer?
• What is our employees outlook?
• What is our organizational strength and weakness?
• Who is our competitor?
• What is our competitors strength and weakness?
– Positioning is a long term strategic decision.
It will take consistency, time and money to
achieve a deeply etched position in
consumer’s mind
ASCI
• Positioning essentials
– Consumers usually associate a category’s
standards with the given category leader.
– No brand can be all things to all people. Even the
leader must claim a key, characteristic benefit
– Brands which are not leaders must define their
positioning relative to the leader’s
– Everything that the brand does that touches the
consumer must be consistent with its positioning
ASCI
Remember,
the first perception
in the mind
grows roots and is very
hard to change
ASCI
Elements of Positioning Statement
A. TARGET MARKET
• I am the type of person who

________________________________ (soft drink users)
( habit or attitude relating to product usage)
• I like to think of myself as
_________________________________(modern)
(relevant values)
• And I want to be seen as
_________________________________(Young & Up-to-date)
(social image)
ASCI
WHO is our Core Target Customer ?

1. Have we defined him/her as a person with needs,
wants, hopes and desires, or are they defined as data
and demographics ?
2. Would the target recognise him/herself and care about
being part of that group ?
3. Does our target have a real reason to be interested in
our product and its category ?
4. Is the size of the target group as large as identity and
interest will allow? What about its trend and
potential? What other clusters are evident-their size,
trend and potential?
ASCI
TARGET MARKET
1. MEANINGFUL IDENTITY: Would the target consumer

recognise themselves in the statement and care about being
part of this group?
2. MOTIVATION : Does my “target market” statement

capture the target consumer’s core need which is answered
by our product’s owned benefit?
3. SIZE : Is the target stated as broadly as #1 & 2 above will

allow ?
ASCI
ELEMENTS OF POSITIONING
STATEMENT
B. FRAME OF REFERENCE
• So when I’m shopping for (in the market for) a

_______________________________(Soft Drink)
(category/segment name)
• I prefer
_______________________________(Pepsi)
(your brand name)
ASCI
WHAT frame of reference offers

opportunity ?
1. Does your target really understand what product(s) our
brand replaces?
2. Do prospects regularly use this category or segment?
3. How large and profitable is the segment ? What trends
are evident and anticipated?
4. How strong in share, awareness and perception is the
competition?
5. How will the competition react? Will expected returns
be worth the fight?
ASCI
FRAME OF REFERENCE
1. SIMPLICITY : Would the consumer know exactly which type
of product ours is ? Have we defined a real “competitive set?”
2. RELEVANCE : Is our frame of reference relevant to the

target’s need and is our benefit relevant within this frame of
reference?
3. SIZE : Are we being sufficiently (but not overly) ambitious in

the competitive set we are going after ?
ASCI
STATEMENT
C. OWNED BENEFIT
• Because it gives me a feeling of

_______________________________(That is most in style
(their feeling or experience) and wanted more soft
drink today)
• (Optional) as a result of
_______________________________(B’coz It has the taste
(factual support) “With It” People Prefer)
ASCI
POSITIONING DEVELOPMENT
WHAT unique benefit can our brand own?
1. What important benefit perception can we own?
2. Of these, what can our product deliver?
3. Does our core target want our unique benefit without
further explanation? Is it important to them?
4. How competitively advantageous will it be to own this
benefit? Very… or marginally?
ASCI
OWNED BENEFIT
1. DESIRABLE : Is this the answer to the target consumer’s
“Motivation?”
2. OWNABLE : Can our brand be the one which is most clearly
associated with this benefit?
3. DELIVERABLE : Can we live up to this promise?
TOTAL BENEFIT
1. COHESIVE : Do all the elements work together as one thought ?
2. CREDIBLE : Is it reasonably believable?
3. COMPELLING : Does it state a premise worth a purchase?
ASCI
STATEMENT
A. TARGET MARKET
is busy and active with other people all day long
self respecting and sensitive to others
(relevant values)
modern, attractive and nice to be around
(social image)
ASCI
STATEMENT

Soap
• I prefer
Lux
(your brand name)
ASCI
STATEMENT
C. OWNED BENEFIT
fair and confidence when I am with others
(their feeling or experience)
its long-lasting reputation as The beauty soap
preferred by beautiful actresses
(factual support)
ASCI
STATEMENT
A. TARGET MARKET
is busy and active executive
energatic and sensitive to health
(relevant values)
modern and always fit
(social image)
ASCI
STATEMENT

Executive Health Checkup
• I prefer
ASCI Executive Health Checkup
(your brand name)
ASCI
STATEMENT
C. OWNED BENEFIT
checking all pressure points in modern executive’s busy and
stressful life
(their feeling or experience)
checking all body parameters which are likely to come under
pressure in an executive’s busy and stressful life and addresing
all these problems comprehensively through consultation and
guidance
(factual support)
ASCI
The Cornerstone
• The brand positioning statement is
the single most important item in all
of marketing.
• It defines EVERYTHING about

what your brand is to the consumer.
ASCI
BRAND CAPSULE
•Consumer develops a capsulized version of the Brand
Footprint and Positioning
•Brand Footprint is stored deep in the subconscious.
•The Capsule is at the front of the mind like a computer
programme, name or icon.
CAPSULE CRITERIA
•Simple Phrase
•One idea
•Relevant to a need
ASCI
CAPSULE EXAMPLES Healthcare Mktg Module 2008
The cowboy cigarette Baby-Safe Tires User-friendly computers
Original, authentic The “I’ve made it”

blue jeans wristwatch
Get-Out-And-Do-It sneakers / Athletic shoes


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ASCI

Healthcare Mktg Module 2008

A Product is a produced item which has

• Tangibility (it can be touched and handed from one

• A “ Brand” is a set of ideas which from an image the

• It is this set of ideas which makes a product worth

LET’S TRY THIS OUT

BRAND RANI MUKHERJI

Relative Brand Distinction

Products Brand Strong Brand

Five levels future

Attributes and Characteristics that

Basic Version of the product

Generic Product containing only those elements

The Fundamental Need or Want

Products Brand Strong Brand

Products Brand Strong Brand

Generic Product OWN Something

Hotel Example on 5 Levels to a Product

Hotel Example on 5 Levels to a Product

• The next level of satisfaction is the augmented

WHY DEVELOP A BRAND ?

Brands = Powerful Emotional Tools

WHY DEVELOP A BRAND ?

 Truly understood brands are the things which

 A brand with an emotional difference can

 Communicate Clear Values

 Stretch Across a Number of Products

 Attached to Consumers/ NOT Products

 Deep respect for the way products fit into

 Consumer Relationship = Loyalty

 Social Changes in their favor

Most successful brand

Benefits of a Strong Brand

Benefits of a Strong Brand

Brands are not built by

But by the brand

STEPS TOWARDS BRANDING

• The First thing you need to do is create a

“Where there is no vision, the

“Wockhardt Hospitals will strive with

Various Mission statements

• “Do a great job for our customers,

• Grow a worldwide lodging business

Merck & Co.,Inc

LIC’s Vision Mission

This includes the following elements:

Brand’s Footprint is the unique imprint

Brand’s Footprint is the unique imprint it

 It is up to us as marketers to be sure each brand’s

FOOTPRINT ELEMENTS (FORMAT & CRITERIA)

BRAND FOOTPRINT EXAMPLES

Core Values Personality

BRAND FOOTPRINT EXAMPLES

Core Values Personality

BRAND FOOTPRINT EXAMPLES

Core Values Personality

BRAND FOOTPRINT EXAMPLES

Core Values Personality

• Positioning the product

• Positioning the product

Elements of Positioning Statement