:Repositioning

Where
Positioning
Is At
:Presented By

Yasir Zahid

The New Positioning by Jack Trout

 Positioning
Positioning is the process of creating an image of the product in the
minds of the consumer.

Repositioning
Repositioning defined as changing the position of the product in the
market/consumer’s mind.

Repositioning: Where positioning is at.

Time not so much for Positioning as for ‘Repositioning’

 Reasons for Losing Market Share

The fast pace of changing technology.

The quick and unpredictable shifting of consumer attitudes.
The increase in competition within the global economy.
The increase in competition among creative executives.

Losing Sight of Change

 1921
Chevrolet………..$450 to $600
Pontiac…………..$600 to $900
Oldsmobile……...$900 to $1,200
Buick…………….$1,200 to $1,700
Cadillac………….$1,700 to $2,500
General Motor’s Sad Saga
Today
Saturn……………$9.995 to $12,895
Chevrolet………..$7,295 to $67,543
Oldsmobile……...$13,510 to $31,370
Buick…………….$13,734 to $31,864
Cadillac………….$32,990 to $45,330
 Positioned as Lose focus Reposition
Xerox Copier Xerox Computer The Document Co.

Back to Basics
 Positioning Lose focus Repositioning
Marlboro Man Marlboro Menthol Cowboy image

Back to Basics
 Positioning Lose Focus Repositioning
Coke New Coke Coke, the real Thing

Back to Basics
 NOT in the Plans

but

MIND of the Prospect

Consumer expect companies to be specialist in narrow field,

field
especially when a business has carved out a strong niche and
achieved some recognition.

Problem
 Having a strong brand identity gives a company an immense
edge.

It’s more efficient to market one successful concept to one large

group of people, than 50 product or services ideas under the
same brand to 50 separate groups.

The concept of company’s product or services in the consumer

.mind should be same as the company’s concept

Avoiding Costly Mistakes

 Safety ?

Avoiding Costly Mistakes

 Having a strong brand identity gives a company an immense
edge.

It’s more efficient to market one successful concept to one large

group of people, than 50 product or services ideas under the
same brand to 50 separate groups.

The concept of company’s product or services in the consumer

.mind should be same as the company’s concept

Avoiding Costly Mistakes

 Keep company managers from going off in unfocused directions.

It’s often the most creative people who love to tinker and
think of new products and new twists for existing ones.

Unless these ides are consistent with the consumer’s concept

and the company’s track record of success, they are sure to
.nudge the company out of focus or position in the mind

Think Small and Don’t Tinker

 What to do when
Customer attitudes have changed.
Technology has overtaken the existing products.
Product have strayed from the consumer long-standing
perception of them.

The answer is

REPOSITIONING

When the Market Changes

 Bottom Line

Don’t Lose Focus

Study Consumer’s mind
Not the product, It’s the Perception
Reposition around that idea/perception
Repositioning: Where positioning is at

Final Words
Any Questions?