Description
It explains what is positioning and repositioning using recent brand repositioning examples. Explains different types of repositioning.
Repositioning
1
Agenda
What is Positioning & Repositioning? Recent brand repositioning Types of repositioning Classic cases Brands that need to be repositioned Perceptual Maps
Repositioning of SJMSOM
2
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.
3
What is Repositioning?
• Changing a brand's status in comparison to that of the competing brand • Affected usually through changing the marketing mix in response to changes in the market place, or due to a failure to reach the brand's marketing objectives.
4
Recent brand Repositionings
•Rasna- “I Love you Rasna” – “ Shararat ek ghoont”
(From being cute to naughty)
•Bajaj – “ Humara Bajaj” to “Distinctly ahead”
5
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”
6
Indian Post
7
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 brands want to communicate improved offerings
– Colgate Active salt
8
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. Savlon targeted institutional market segment when failed in consumer market
• Tangible Repositioning
Both the product and target market are changed Morgan Stanley & Goldman Sachs shifted from investment banking to commercial banking
9
Whitener for Tea and Coffee
“The Tastiest Milk Made…”
10
Topping for Desserts, cakes, puddings….
Ingredient in Desserts…
11
•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
12
"Most Spacious Car on the Road“
"All in one - Family Car, Office Car and knock-about-town-car"
1987 Maruti Omni launched By 1988, Sales Volume increase by 15.8%
13
Currently Omni “ Fits all “ ... Omni is present in many market segments • Family - 8 Seaters
• Cargo • Customized o Ambulances o Taxis
14
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
“I am a Complan Boy !!!!”
15
POND’s Cold Cream
Invented in 1846 by scientist Theron T. Pond
Cosmetic item for the urban woman
Association of youth with the product
“ laugh dry winter away with cold cream by ponds” “ extra rich with beauty oils your skin needs in winter”
Distinct benefit
Customers
Packaging
16
Some brands that need to be repositioned ?
• Ambassador • Air India • Godrej • Fiat
17
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
18
Perceptual Maps
19
Thank You
20
doc_112172896.pptx
It explains what is positioning and repositioning using recent brand repositioning examples. Explains different types of repositioning.
Repositioning
1
Agenda
What is Positioning & Repositioning? Recent brand repositioning Types of repositioning Classic cases Brands that need to be repositioned Perceptual Maps
Repositioning of SJMSOM
2
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.
3
What is Repositioning?
• Changing a brand's status in comparison to that of the competing brand • Affected usually through changing the marketing mix in response to changes in the market place, or due to a failure to reach the brand's marketing objectives.
4
Recent brand Repositionings
•Rasna- “I Love you Rasna” – “ Shararat ek ghoont”
(From being cute to naughty)
•Bajaj – “ Humara Bajaj” to “Distinctly ahead”
5
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”
6
Indian Post
7
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 brands want to communicate improved offerings
– Colgate Active salt
8
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. Savlon targeted institutional market segment when failed in consumer market
• Tangible Repositioning
Both the product and target market are changed Morgan Stanley & Goldman Sachs shifted from investment banking to commercial banking
9
Whitener for Tea and Coffee
“The Tastiest Milk Made…”
10
Topping for Desserts, cakes, puddings….
Ingredient in Desserts…
11
•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
12
"Most Spacious Car on the Road“
"All in one - Family Car, Office Car and knock-about-town-car"
1987 Maruti Omni launched By 1988, Sales Volume increase by 15.8%
13
Currently Omni “ Fits all “ ... Omni is present in many market segments • Family - 8 Seaters
• Cargo • Customized o Ambulances o Taxis
14
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
“I am a Complan Boy !!!!”
15
POND’s Cold Cream
Invented in 1846 by scientist Theron T. Pond
Cosmetic item for the urban woman
Association of youth with the product
“ laugh dry winter away with cold cream by ponds” “ extra rich with beauty oils your skin needs in winter”
Distinct benefit
Customers
Packaging
16
Some brands that need to be repositioned ?
• Ambassador • Air India • Godrej • Fiat
17
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
18
Perceptual Maps
19
Thank You
20
doc_112172896.pptx