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MARKETING

MANAGEME
NT
TOPIC:- RE-
POSITIONING OF
PRODUCT
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CONTENT
INTRODUCTION
DEFINATION
NEED FOR RE-POSITIONING
BRAND
FOUR PHASED BRAND RE-
POSITIONING
CASE STUDY OF CADBURY
LTD.

INTRODUCTION
Re-Positioning e!ns "o##e"ting !
$ostion. Re-Positioning %e"oes
ne"ess!#& %e"!'se t(e $#o)'"t is
!*#e!)& )is$*!"e) o# is *i+e*& to %e
)is$*!"e) ,#o its 'ni-'e $osition
%e"!'se o, !).e#se !#+et
)e.e*o$ent. I, ! "o$!n& )oes
not #e$osition its $#o)'"t o# %#!n
in tie/ it !& ,!"e e0tin"tion.
M!#+ete#s s(o'*) "onsi)e# #e-
$ositioning e0isting %#!n)s %e,o#e
int#o)'"ing ne1 ones. In t(is 1!&/
t(e& "!n t!+e !).!nt!ge o,
e0isting %#!n) #e"ongnition !n)
"ons'e# *o&!*t&.
DEFINATION
1(!t is $#o)'"t #e-$ositioning2
A %#!n)3s !#+et s(!#e !n)
$#o4t!%i*it& !& %e st#engt(ene)
%& #e$ositioning. Re$ositioning
"!n %e !""o$*is(e) %&:
- $(&si"!**& "(!nging t(e $#o)'"t
- "(!nging t(e $#i"e
- "(!nging )ist#i%'tion
- "(!nging i!ge t(#o'g(
$#ootion!* e5o#ts
- !iing $#o)'"t !t ! )i5e#ent
t!#get !#+et.
NEED FOR RE-
POSITIONING BRAND
Changing Cosumer Needs
Growing Market Competition
Meet Consumer Requirement
Loss In Companies Sale
Stagnant Product Benefit
merging New !echnolog"
#$%R P&'S( BR'N( R)
P$SI!I$NING
PHASE I6 Dete#ine t(e
C'##ent St!t's o, B#!n)
PHASE II- 7(!t )oes t(e
%#!n) st!n) ,o# to)!&2
PHASE III- 7(e#e "!n 1e
t!+e it too##o1 to g#o1 t(e
%#!n)2
PHASE I8- Re4ning t(e B#!n)
Positioning !n) M!n!geent
P#esent!tion.
C'S S!%(* $# C'(B%R*
L!(+
THE 7ORMY CONTRO8ERSY
RISE OF THE CONTRO8ERSY
T(e st!te Foo) !n) D#'g
A)inist#!tion (!s o#)e#e)
sei9'#e o, C!)%'#&3sD!i#& Mi*+
"(o"o*!tes ,#o !** o.e#
M!(!#!s(t#! !,te# 1o#s 1e#e
,o'n) int1o o, t(e in
M'%!i.C!)%'#& In)i!/ 1(ose
"(o"o*!tes (!) #i))en into
"ont#o.e#s& *!te *!st
&e!#)'#ing t(e ,esti.!* se!son
%e"!'se 1o#s 1e#e
)is"o.e#e) in soe sto"+s o4ts
D!i#& Mi*+ "(o"o*!tes is
$#o%!%*& (o$ing t(e
!sso"i!tion 1it( B!"("(!n1i**
(e*$ "ons'e#s ,o#get t(e %!)
$#ess t(e "o$!n& got on
!""o'nt o, t(e)is"o.e#&.T(e
Foo) !n) D#'g A)inist#!tion
(!) t(en sei9e) t(e "o$!n&3s
sto"+s!n) t(e C!)%'#& In)i!
!n!geent (!) e0$*!ine) it
1!s %!) sto#!ge$#!"ti"es %&
#et!i*e#s !n) )ist#i%'to#s t(!t
(!) *e) to t(e 1o#s.
C!)%'#&In)i!3s s!*es ,e**
,o**o1ing t(e )is"o.e#&. An)
e.en t(e go.e#nent got
intot(e !"t 1it( t(e "ent#!*
(e!*t( inist#& !s+ing ,o# !
#e$o#t on t(e "ont#o.e#s&.A,te#
%eing st#'"+ 1it( t(e 7o#
Cont#o.e#s& it 1!s not $ossi%*e
to "#e!te !.e#& goo) i$!"t on
"ons'e#s 1(o t#'ste) t(e
"o$!n& t(e ost. B'tt(#o'g(
t(e e5o#ts !n) ! goo) PR te!
C!)%'#&:s !n!ge) to 1#igg*e
itsse*, o't o, t(e "ont#o.e#s&
1it( ! "*e!n "(it.
S!PS !',N !$
S$L- !&
C$N!R$-RS*
;. C!)%'#& 1ent into o.e#)#i.e
to te** "ons'e#s t(!t i$#o$e#
sto#!ge o, 1(!t isessenti!**& !
$e#is(!%*e "oo)it& ig(t *e!)
to 1o# in,est!tion.
<. As ! #es'*t C!)%'#& i$#o.e)
t(e $!"+!ging !n) $!i) o#e
!ttentionto t(e 1!& its "(o"o*!tes
1e#e sto#e) %& ne!#*& =>?/???
#et!i*e#s!"#oss t(e "o'nt#&.
@. A7(!t &o' see no1 is t(e ost
o.e#-enginee#e) $!"+!ging ,o# !
D!i#&Mi*+ "(o"o*!te !n&1(e#e in
t(e 1o#*). T(e ne1 )o'%*e
$!"+!ging e.en ,o# t(e s!**est
o5e#ing/ t(e ;@ gRs > C!)%'#&
D!i#& Mi*+/ (!) t(e %!# 1#!$$e)
in !*'ini' ,oi* !n)en"*ose) in !
$o*&Bo1 $!"+/ 1(i"( 1!s se!*e)
on !** si)es.
GAINING BACK TRUST
T(e Big B $#oote) t(e Big C in
t(e "(o"o*!te %'siness - C!)%'#& in
In)i!. In)i!n "ine s'$e#st!#
Ait!%( B!"("(!n (!s signe) on
to %e"oe t(e %#!n) !%!ss!)o#
o, t(e "(o"o*!te !Co# ,o# t1o
&e!#s.
One o, t(e !)s s(o1e) B!"((!n
.isiting ! C!)%'#& $*!nt/
ins$e"tingt(e s&stes !n)
$#o"esses !n) 4n!**& "ons'ing !
%!# o, "(o"o*!te to%e "on.in"e)
t(!t t(e#e3s not(ing 1#ong 1it( t(e
%#!n).