Description
It explains what is positioning and repositioning using recent brand repositioning examples. Explains different types of repositioning.
Repositio ning
Click to edit Master subtitle style
1/20/13
11
Agenda
1/20/13
22
What is Positioning?
•
The art of creating an image of your brand in the eyes of the consumer
•
Ex. Positioning of SpiceJet as a low cost carrier against that of Kingfisher as a luxury carrier.
1/20/13
33
What is Repositioning?
•
Changing a brand's status in comparison to that of the Affected usually through changing the marketing mix in
competing brand
•
response to changes in the market place, or due to a failure to reach the brand's marketing objectives.
Click to edit Master subtitle style
1/20/13
44
Recent brand Repositionings
•
Rasna- “I Love you Rasna” – “ Shararat ek ghoont”
(From being cute to naughty)
•
Bajaj – “ Humara Bajaj” to “Distinctly ahead”
1/20/13
55
Frooti
•
Launched in 1984, with the famous tagline “Fresh'N'Juicy”
•
The positioning changed to be more fun based with the taglines “Juice up your life”, “Why Grow Up” and the “ Digen Verma Campaign”
1/20/13
66
Indian Post
1/20/13
77
Why do brands reposition ?
•
Poor competitive performance
–
Air India
•
Changing needs of the customers
–
Bajaj
•
Initial Wrong Positioning
–
Raymond’s Double Barrels
•
Re-emphasis of Brand, to compete with other offerings.
–
Vodafone
•
When brands desire to change their target segment
–
Emami’s Fair and handsome
•
When 1/20/13 brands want to communicate improved offerings 88
Types of Repositioning
•
Image Repositioning
Same Product, Same target market but changes the image of the product Dettol Soap initially positioned as a beauty soap but repositioned as a germ-kill soap
•
Product Repositioning
Modifying the product to make it more acceptable within its present target market T-20 Cricket
•
Intangible Repositioning
Different market segment with the same product. 1/20/13 99 Savlon targeted institutional market segment when failed in
Whitener for Tea and Coffee
1/20/13
“The Tastiest Milk Made…”
1010
Topping for Desserts, cakes, puddings….
1/20/13
Ingredient in Desserts…
1111
1983, Maruti Van launched as Commercial vehicle
• •
13,583 bookings were made Next two years 1,22,330 sold…
•
1986-87 :: 90,000 cancellations Light Commercial Vehicle rather than Passenger Vehicle
1/20/13 1212
"Most Spacious Car on the Road“ "All in one - Family Car, Office Car and knockabout-town-car"
1987 Maruti Omni launched By 1988, Sales Volume increase by 15.8%
1/20/13 1313
Currently Omni
“ Fits all “ ...
Omni is present in many market segments
•
• •
Family - 8 Seaters Cargo Customized o Ambulances o Taxis
1/20/13
1414
Complan
Positioned by Competitor (Against milk and then Horlicks) • Initial Issues o Patients o Taste o Price o Too much nutrients (23)
•
Repositioned to Target Users: o Fussy eater children o Workaholic husbands o Convalescing elders with no appetite • New and attractive Product and Promotion • New Flavors
•
1/20/13
“I am a Complan Boy !!!!”
1515
POND’s Cold Cream
Invented in 1846 by scientist Theron T. Pond
Distinct benefit
Customers
Packaging
1/20/13
1616
Some brands that need to be repositioned ?
•
Ambassador Air India Godrej Fiat
•
•
•
1/20/13
1717
Perceptual Maps
•
Graphical technique that attempts to visually display the perceptions of customers or potential customers Position of a product, brand or company is displayed relative to their competition Usually two-dimensional but can be Multi dimensional as well Used to help organizations identify a Positioning strategy
•
•
•
1/20/13
1818
Perceptual Maps
1/20/13
1919
Thank You
1/20/13 2020
doc_181554496.pptx
It explains what is positioning and repositioning using recent brand repositioning examples. Explains different types of repositioning.
Repositio ning
Click to edit Master subtitle style
1/20/13
11
Agenda
1/20/13
22
What is Positioning?
•
The art of creating an image of your brand in the eyes of the consumer
•
Ex. Positioning of SpiceJet as a low cost carrier against that of Kingfisher as a luxury carrier.
1/20/13
33
What is Repositioning?
•
Changing a brand's status in comparison to that of the Affected usually through changing the marketing mix in
competing brand
•
response to changes in the market place, or due to a failure to reach the brand's marketing objectives.
Click to edit Master subtitle style
1/20/13
44
Recent brand Repositionings
•
Rasna- “I Love you Rasna” – “ Shararat ek ghoont”
(From being cute to naughty)
•
Bajaj – “ Humara Bajaj” to “Distinctly ahead”
1/20/13
55
Frooti
•
Launched in 1984, with the famous tagline “Fresh'N'Juicy”
•
The positioning changed to be more fun based with the taglines “Juice up your life”, “Why Grow Up” and the “ Digen Verma Campaign”
1/20/13
66
Indian Post
1/20/13
77
Why do brands reposition ?
•
Poor competitive performance
–
Air India
•
Changing needs of the customers
–
Bajaj
•
Initial Wrong Positioning
–
Raymond’s Double Barrels
•
Re-emphasis of Brand, to compete with other offerings.
–
Vodafone
•
When brands desire to change their target segment
–
Emami’s Fair and handsome
•
When 1/20/13 brands want to communicate improved offerings 88
Types of Repositioning
•
Image Repositioning
Same Product, Same target market but changes the image of the product Dettol Soap initially positioned as a beauty soap but repositioned as a germ-kill soap
•
Product Repositioning
Modifying the product to make it more acceptable within its present target market T-20 Cricket
•
Intangible Repositioning
Different market segment with the same product. 1/20/13 99 Savlon targeted institutional market segment when failed in
Whitener for Tea and Coffee
1/20/13
“The Tastiest Milk Made…”
1010
Topping for Desserts, cakes, puddings….
1/20/13
Ingredient in Desserts…
1111
1983, Maruti Van launched as Commercial vehicle
• •
13,583 bookings were made Next two years 1,22,330 sold…
•
1986-87 :: 90,000 cancellations Light Commercial Vehicle rather than Passenger Vehicle
1/20/13 1212
"Most Spacious Car on the Road“ "All in one - Family Car, Office Car and knockabout-town-car"
1987 Maruti Omni launched By 1988, Sales Volume increase by 15.8%
1/20/13 1313
Currently Omni
“ Fits all “ ...
Omni is present in many market segments
•
• •
Family - 8 Seaters Cargo Customized o Ambulances o Taxis
1/20/13
1414
Complan
Positioned by Competitor (Against milk and then Horlicks) • Initial Issues o Patients o Taste o Price o Too much nutrients (23)
•
Repositioned to Target Users: o Fussy eater children o Workaholic husbands o Convalescing elders with no appetite • New and attractive Product and Promotion • New Flavors
•
1/20/13
“I am a Complan Boy !!!!”
1515
POND’s Cold Cream
Invented in 1846 by scientist Theron T. Pond
Distinct benefit
Customers
Packaging
1/20/13
1616
Some brands that need to be repositioned ?
•
Ambassador Air India Godrej Fiat
•
•
•
1/20/13
1717
Perceptual Maps
•
Graphical technique that attempts to visually display the perceptions of customers or potential customers Position of a product, brand or company is displayed relative to their competition Usually two-dimensional but can be Multi dimensional as well Used to help organizations identify a Positioning strategy
•
•
•
1/20/13
1818
Perceptual Maps
1/20/13
1919
Thank You
1/20/13 2020
doc_181554496.pptx