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MARKETING
MANAGEMENT

TOPIC:- RE-
POSITIONING OF
PRODUCT
SUBMITED TO:- MISS.
AARTI
8/31/2013



PRESENTED BY:-
NAME ROLL NO
RAHUL GAMI 75
RAJESH MINAT 76

CONTENTS
INTRODUCTION
DEFINATION
NEED FOR RE-POSITIONING
BRAND
FOUR PHASED BRAND RE-
POSITIONING
CASE STUDY OF CADBURY LTD.

INTRODUCTION
Re-Positioning means correcting a postion.
Re-Positioning becomes necessary
because the product is already displaced
or is likely to be displaced from its unique
position because of adverse market
development. If a company does not
reposition its product or bran in time, it
may face extinction. Marketers should
consider re-positioning existing brands
before introducing new ones. In this way,
they can take advantage of existing brand
recongnition and consumer loyalty.




DEFINATION

what is product re-positioning?
A brand's market share and profitability
may be strengthened by repositioning.
Repositioning can be accomplished by:
- physically changing the product
- changing the price
- changing distribution
- changing image through promotional
efforts
- aiming product at a different target
market.




NEED FOR RE-POSITIONING
BRAND

Changing Cosumer Needs
Growing Market Competition
Meet Consumer Requirement
Loss In Companies Sale
Stagnant Product Benefit
Emerging New Technology






FOUR PHASED BRAND RE-
POSITIONING

PHASE I Determine the Current
Status of Brand
PHASE II- What does the brand
stand for today?
PHASE III- Where can we take it
tomorrow to grow the brand?
PHASE IV- Refining the Brand
Positioning and Management
Presentation.




CASE STUDY OF CADBURY
LTD.
THE WORMY CONTROVERSY
RISE OF THE CONTROVERSY
The state Food and Drug
Administration has ordered seizure of
Cadbury'sDairy Milk chocolates from
all over Maharashtra after worms
were found intwo of them in
Mumbai.Cadbury India, whose
chocolates had ridden into controversy
late last yearduring the festival season
because worms were discovered in
some stocks ofits Dairy Milk chocolates
is probably hoping the association with
Bachchanwill help consumers forget
the bad press the company got on
account of thediscovery.The Food and
Drug Administration had then seized
the company's stocksand the Cadbury
India management had explained it
was bad storagepractices by retailers
and distributors that had led to the
worms. CadburyIndia's sales fell
following the discovery. And even the
government got intothe act with the
central health ministry asking for a
report on the controversy.After being
struck with the Worm Controversy it
was not possible to create avery good
impact on consumers who trusted the
company the most. Butthrough the
efforts and a good PR team Cadburys
managed to wriggle itsself out of the
controversy with a clean chit.

STEPS TAKEN TO
SOLVE THE
CONTROVERSY
1. Cadbury went into overdrive to tell
consumers that improper storage of what
isessentially a perishable commodity
might lead to worm infestation.
2. As a result Cadbury improved the
packaging and paid more attentionto the
way its chocolates were stored by nearly
650,000 retailersacross the country.
3. "What you see now is the most over-
engineered packaging for a DairyMilk
chocolate anywhere in the world. The
new double packaging even for the
smallest offering, the 13 gmRs 5 Cadbury
Dairy Milk, had the bar wrapped in
aluminium foil andenclosed in a polyflow
pack, which was sealed on all sides.
GAINING BACK TRUST
The Big B promoted the Big C in the
chocolate business - Cadbury in India.
Indian cine superstar Amitabh Bachchan has
signed on to become the brand ambassador
of the chocolate major for two years.
One of the ads showed Bachhan visiting a
Cadbury plant, inspectingthe systems and
processes and finally consuming a bar of
chocolate tobe convinced that there's
nothing wrong with the brand.