Brand Repositioning

Repositioning is changing the positioning of the brand A particular positioning statement may not work with a brand. For e.g Dettol toilet soap was positioned as a beauty soap initially. It did not work . Dettol , the parent brand (antiseptic liquid) was known for its ability to heal cuts. The extension¶s ³beauty´positioning was not in tune with the parent¶s ³germ-kill´ positioning. The soap therefore had to be repositioned as a germ-kill soap and it faired extremely well after repositioning.. Here the soap had to be repositioned for image mismatch.

The other reasons for repositioning are Increasing relevance to the consumer Increasing occasions for use Search for a viable position Making the brand serious Falling sales Bringing in new customers Making the brand contemporary Differentiate from other brands Changed market conditions Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons .

most spacious car . So the answer is repositioning A) Maruti Omni : is a van. It is well known that maruti scores on roominess. Thus it is possible that the brand is fundamentally sound and yet is not in sync with the consumer's current concern.Increasing relevance to consumer A brand has been existent in the market for sometime may lose touch with consumers because the consumers needs may have changed. Yet maruti did not pitch it as a value for money vehicle. It probably is the cheapest Maruti vehicle in the market. Thus maruti repositioned it as the most spacious car with the tag line ³one car fits all´ Van--.

B) Cadbury¶s Bournvita Bournvita is a case of how a brand changes its positioning in keeping with the changing needs of the customers. mental stimulation) . Later to make itself more attractive it claimed to give sharpness of mind (nutrition. Initially the emphasis was on it good taste (taste additive to milk). the pitch was modified to include the nutritive aspect as well ( extra nutrition. extra taste). Then as the customers became more demanding .

salted biscuit turned itself into a biscuit that can be consumed as it is or with toppings thereby increasing its occasions for use. b)Burnol : initially positioned for curing burns. it wanted to enlarge the franchise. Aimed at curing burns. terrific with toppings. . To increase occasions for use. it pitched itself as ³excellent plain.Increasing occasions for use A) Monaco : initially positioned as the ³perfect salted ³biscuits. Thus it called itself a 3-in-1 ointment. With increasing competition in the segment . cuts and gashes. What was essentially a plain.

it shows several other avenues.C) Dettol liquid: antiseptic liquid is basically used to prevent cuts and gashes from developing sepsis. These are 1) for washing babies clothes 2) for the shaving mug 3) for washing and swabbing 4) to clean floors . To increase the occasions for its use.

Later as mosquito mats became popular.D) Odomos : was one of the first mosquito repellants in the market. So now odomos is for both indoor as well as outdoors. creams became less popular as they were seen as sticky. It was essentially pitched as an indoor mosquito remedy. . One way of combating the mats was to fight them outdoors.

The new ads show different occasions for gifting like wedding day.from watch with elegance (basically lifestyle for the rich and famous) to a gift watch. Later in an attempt to increase uses as well as users . marriage anniversary was positioned as an adult cold rub for anytime during the day F)Titan --. .E) Vicks vaporub: was initially a child¶s cold rub.

tired housewife). busy executive. This is possibly because it was trying to get a viable positioning statement.Search for a viable position : A) Complan: had at various times positioned itself as ³food for the convalescing´. Finally it seems to have found one in the positioning line ³for growing children´ . then they changed it to ³for the family´ (fussy child.

They then changed it to ³Ït is not just curd. This did not work .´ This also did not work. .B) Milkfood¶s yoghurt : was initially positioned as ³anytime snack´. Probably positioning it as ³mishtidoi´(sweet curd) for the east and north eastern parts of India would have possibly given it a better opportunity for success.

the pitch´heart is not safe without Saffola´was adopted. . To make the positioning more serious.Making the brand serious Saffola: was positioned as the edible oil ³good for heart´. This put saffola in a different league as compared to the other oils making it the most health conscious brand in the market.

Falling sales :       À) Ambassador : was positioned as the ³rugged roadmaster´. Then the positioning was changed to ³a member of the family ³. In other words falling sales forced Ambassador to move from rational pitch to emotional pitch. more fuel efficient and even cheaper as compared to Ambassador. . But none of the positioning changes helped it because the product itself was outdated. However Maruti proved to be a sleek. This positioning was in line with the product perception because Ambassador is seen as a tougher vehicle than Maruti.

From Piyo to Jano to Desh ka Pyaala to 100% strong to Jiyomere-laal . Thus several attempts of repositioning had to be made because of falling sales .feel freshness forhans (cosmetic)²failed  C) Brooke Bond¶s Red Label :---. B) Forhans : Good for gums(medicinal)--.

Thus a baby shampoo was stretched to include heavy users( mothers). This extra soft shampoo will be good for users who use shampoo often. Sales were not encouraging.Bringing in new customers :      A) Johnson and Johnson : launched a baby shampoo by name ³No more tears´. Similarly Baby oil ± from baby to baby and mother . This forced them to look for new users.

.  Thus a repositioning campaign was launched which showed adults doing unconventional things (like a lady breaking into a jig in the middle of an overflowing cricket stadium ) driving home the message that chocolates could be enjoyed by adults as well. B) Ray-Ban : from male to female as well  C) Cadbury¶s dairy milk : It was found that most adults wanted to eat Dairy Milk but restrained themselves because it was supposed to be consumed by children.

 To make the brand more attractive to the consumer. the nutritional element was added to its positioning .Making the brand contemporary :  A) dabur chyawanprash : basically had the positioning of being good for health and digestion.

 B)Femina : Repositioned itself as a magazine for ³today¶s woman´ changing everything from packaging to content in the process. .  C) Onida TV: From neighbour¶s envy owner¶s pride -World¶s envy India¶s pride -.Nothing but the truth.

No Hole´. a position that directly aimed at competition (Nestle¶s Polo) was configured. why should your mint´.O : The positioning in the early 90s was adult candy´. Positioning the brand head-on with Polo gave it a distinct focus. . Polo positioned itself as ³The mint with the Hole´. In 1995.Differentiating Brands from Competitors: Mint. This was to enthuse grown ±ups to consume peppermint. Mint-O positioned itself as ³All Mint . One of the advertisements even said ³If your head does not have a hole. This did not bring the brand much success.

This positioning served it well till the scarcity of milk was overcome in several parts of the country. Again like Horlicks . b) Milkmaid : It started of as a whitener for tea and coffee. Horlicks then shifted its positioning to ³energy giver and health provider´. it changed its positioning to ³toppings for cakes and puddings´and again to ³üse in desert recipes .Changed Market conditions: a) Horlicks: was initially both a substitute and an additive to milk. when the milk scaricity eased.

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