Professional Documents
Culture Documents
FALLSEM2014-15 CP2860 01-Oct-2014 RM03 Positioning
FALLSEM2014-15 CP2860 01-Oct-2014 RM03 Positioning
Positioning
Positioning
Positioning
Positioning
Examples
Colgate max-whitening
Promotes its whitening quality
Mercedes
Promotes its great engineering
BMW
Ultimate driving machine
Attribute can be single or even multiples
Positioning
Positioning
2.
3.
4.
Underpositioning
Overpositioning
Confused positioning
Doubtful positioning
Positioning
Poor sales
Positioning
10
Milkmaid
Started as Tea Whitener
Did not click
As a topping on pudding
Did not click
Finally clicked as base for dessert
Positioning
11
Doubtful Positioning
Find it to difficult believe in what company claims
Maruti 1000
-
Launches in 89
Positioned as ultimate in luxury
Only luxury car
Launch of Esteem in 94
More luxurious than Maruti 1000
Is it now Ultimate in luxury
Sales dipped
Customer confused
Repositioned as Affordable luxury
Positioning
12
13
Positioning
14
15
16
Positioning
17
Dove soap
Contains moisturizing cream
Positioning
18
Positioning
19
Nestle Milkmaid
Positioned as a base for dessert preparation.
Positioning
20
Positioning
21
Horlicks Vs Complan
Positioning
22
Positioning
23