Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market.
Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. In fact, successful positioning usually requires a combination of these things.
Although there are different definitions of Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).
Also positioning is defined as the way by which the marketers create impression in the customers mind.
Analysis of the positioning 定位分析
Brand name 品牌名称
The position in which Elephant House finds itself is different. According to Brand Finance's global benchmarking, its brand value contributes almost 70 per cent of the total business value of Ceylon Cold Stores. In case where the brand is the most dominant asset in a business, it has a very high 'Brand Power' rating. This indicates that the asset has a high degree of resilience and will continue to provide its owner with a stable stream of earnings in the future, if it is managed effectively.
Elephant House brand is well-established brand in Sri Lanka with a long history and the trust of consumers. For example, Orange Barley is so popular with local consumers that carbonated drinks were generally referred to as barley, especially in the country's rural areas. In some other countries, people are known to put in mind to carbonated drinks as sodas. As a brand Elephant House brand has a heritage value, with trust in them being ingrained in local consumers. Elephant House aims to capitalize on these brand values and build on them by maintaining the quality of its products.
The foundation for Sri Lanka's one of most valuable brand, Elephant House, is perceived as tasty, trustworthy and of the highest quality. The brand's continuing quest is to maintain its values and retain the trust of its consumers, won over many decades. Innovation, continuous responsiveness to consumer needs and strong supply-chain management has been the triune pillars of its sustained success.
For some people, there's still nothing like a good old Elephant Orange Barley bottle to quench their thirst on a hot afternoon. The local 'Aliya Beema' brand still maintains a loyal following. Established in 1866, the Elephant House soft drink range today has something to offer everyone and enliven every moment.
Whether it is its distinct raspberry flavored Elephant Necto or Orange Barley to strike a more nostalgic note, Ceylon Cold Stores Ltd caters to a diversified market. Ginger Beer and Soda are the oldest in the range - over 100 years - followed by Orange Barley, more than 75 years old.
But the battle to survive the onslaught of competition posed by big-pocketed multinational companies has not been an easy one for this age-old local brand.
The Elephant House brand name has always been associated with trusted quality and value for money, and they have maintained that image among their consumers.
Service standards 服务标准
To strive towards excellence in customer service, they continued to keep a finger on the pulse of their consumers through concerted market research on changes to taste, flavor and lifestyles and identified the need for product innovation to be geared towards healthier lifestyles and shrinking disposable income. Noting the success of the diet EGB and low calorie ice cream, the Ceylon Cold Stores PLC Research and Development Team continued to explore more sugar free products. The extremely successful 'buddy' range of beverages in small sizes was also a