Positioning and differentation

The Signal Makes the Image: No Signal; No Image!

Positioning and differentation

The strengh of the signs of recognition packaging, logo, codes, etc. Packaging is all the more important in the cereals market as the actual product cannot be tried before buying it.

Consumers need signals which will reassure them and make them buy the product. The packaging constitutes one of these signals, perhaps the most important. It is a touch point.

I will now describe and compare Positioning and differentation most evident elements. The shape is the same, a rectangle. The colours are different: The positions of the main descriptive parts on the packagings are a little different: I will now start a deeper analysis.

I will only analyze and compare the front side of the packagings. The back side contain brand sales ptiches which will be reviewed in another post.

Inside this yellow sphere is written in large letters All Bran and Kellogs. One can say without a doubt that it is meant to be the sun it is depicted in the upper left corner, as in drawings.

So the message is this: In other words, you get more life, more energy, more light, more well-being. These are the key brand benefits of All Bran. The message may seem easy to understand.

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However, in my opinion one needs to think about it some time before getting it. Kellogs is a famous name. Doing this instantly ties All Bran to Kellogs in the minds of consumers. All Bran contains fibers. These help alleviate bowel problems. It can be said bowel problems are considered as a prison.

In other words, All Bran is the key to freedom. Thus, the key brand benefits are again highlighted but the delivery to the consumers may be problematic.

Positioning and differentation

Given the brand benefits which are nearly medicinal All Bran says it brings, one can say a certain number of customers engage with All Bran on a functional level.

This is emphasized on the whole packaging.

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It obviously refers to the brand benefits. Besides the different packaging colours, this is perhaps the most differentiating element between the two brands. The presence of more words perhaps make clearer the brand benefits. One should not forget the targeted consumers, adults, will probably read what is written on the packaging, unlike children.

This is another differentiating point as on the All Bran packaging there is no mention of pleasure. Instead of containing fibers, it contains antioxidants.

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“The initial concept for the medical application of NMR, as it was then called, originated with the discovery by Raymond Damadian in that certain mouse tumours displayed elevated relaxation times compared with normal tissues in vitro.

Differentiation Strategy. Differentiation Strategy in sales and marketing consists of two components: How you differentiate yourself from your competition and how you differentiate yourself in your customer’s mind.

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