Brand Repositioning

“If a brand does not reposition at the right time, it may not get a second chance”.

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

1

Some facts  La-ira-ela

... what appeared to be a typical remix from Channel V turned out to be advertising repositioning the soap brand Liril. The commonality which this advertisement has with Liril's launched advertisement that appeared in the mid-Seventies is its permissiveness: what is perhaps important to the current one is whether it can recreate the "magic of lemony indulgence" ushered in by the launch advertisement, along with its permissiveness.
Faculty: J.Rai IIPM School of Management, Orissa 2

Module III- Brand Repositioning

Why Brand Repositioning?
Brand repo si tioni ng is requ ir ed because of sev er al reaso ns  Whe n ne w offer ing s flo od the mar ke t, the supe riority of th e est ab li she d br and has to be r e-e mph asi ze d Th e est ab li she d br an ds may not be ab le to offer either the same feat ur es or th e var iant s that ar e be ing offer ed by the new br and s (Ambassad or and Rob in Blue) . Hence, ther e is a ne ed fo r them to repo si tion them selve s in a timely manne r, rel yi ng mo re on the cons umer goodw ill the y enjo y or by Module III- Brand School ex plo ring way s Faculty:appIIPMOrissato t he co nsume rs 3 to J.Rai eal of Repositioning Management,

When br and s desi re to c ha nge the ir ta rget se gme nt (rarel y) When br and s want to communi cate impr ov ed offe rin gs When mot iv ation to bu y pr od ucts in the c ate gor y i s low

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

4

Timely Repositioning
Con temp or ar y pe rcep ti on co uld invo lve ei the r the imag e or supe rior funct ional ut ili ty . E.g .

Io dex wa s almo st the una ssa ilabl e lea der fo r several yea rs in the pa in ba lm ma rket bu t wa s fo rc ed to re posi tio n itsel f by Moo v, whi ch ma de ra pi d str ides. Dove is repo si tio ni ng it self as a su per io r so ap wi th mo istu rizer s (as against its pr ev io us `tri al fo r resu lts' posi ti oni ng ). Vi m Cha lleng e wa s a respo nse to sev era l reg io nal bra nds emer gin g i n the di sh wa sh ma rk et
Faculty: J.Rai IIPM School of Management, Orissa

Module III- Brand Repositioning

5

If repo si tio ni ng is no t atte mpte d by a br and in a ti mel y ma nner , the bra nd may no t get a sec on d cha nc e.

Ref: The powerful positioning of economy by the no-frills Maruti 800 during the mid-Eighties could have been pre-empted by Ambassador, not necessarily by the same economy proposition: Ambassador even today is widely acknowledged as a comfortable car for Indian roads and is also known for its space. Some of the recent offerings in the passenger car market today use this as a strong proposition. The brand could have used this effectively to create a favorable perception of itself. Maruti 800 became almost a legend as much known for derailing Fiat and Ambassador as it is for its fuel economy.

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

6

Even in fast moving consumer goods involving mundane household products,

The Ujala brand of blue used to whiten clothes made history with its liquid variant. The pioneering (and the brand which held the dominance for years) Ro bi n Blue had a powder variant before Ujala was introduced. Powerfully repositioning Robin Blue (even before introducing the liquid variant as a follower) might have reduced the impact of the new entrant because of the favour and trust Robin Blue enjoyed with consumers. Burno l, the antiseptic cream for burns (it did attempt some sporadic repositioning exercises) no longer seems to occupy the same space in the consumer's mind. Women continue to cook as before and probably mostly in a hurry to catch up with the pressures of life. Burnol being a handy brand to overcome the inevitable small burns could have been a probable proposition to reposition it.
Faculty: J.Rai IIPM School of Management, Orissa 7

timely repositioning matters

Module III- Brand Repositioning

With sev er al c ate go ries j ostlin g fo r c on sumer mi nd spa ce, t her e i s a r el evant pro po sit io n r equ ired fo r a br and to g et in to the consider ati on s set of consu mer s.

The timi ng of repo si tio ni ng sho uld be wo rked out to ensu re th at th e categ ory do es no t fa de fr om the consu mer 's mi nd be cau se of a number of other categ ori es emerg ing to crea te gener ic competi ti on in ter ms o f t he s hare o f c onsu mer's wa ll et. E. g.:
 

Module III- Brand Repositioning

A brand traditionally used for burns may be forgotten because of several categories of products and offerings like a cream for heels, herbal antiseptic ones for multiple injuries and corn caps. Forha ns toothpaste, Zamba c and Sa iba l multipurpose antiseptic ointments, Eno's for acidity relief, Wa ter bury 's Compo und for `after-cough' recovery and Cr ook 's La cto calamine lotion are some of the brands of yesteryear which could have maintained their dominance of the consumer's memory with appropriate repositioning strategies.
Faculty: J.Rai IIPM School of Management, Orissa 8

• Contemporary image
This matters in some categories which are conspicuous in terms of consumers' usage and observation. With changing lifestyles and nuclear families in urban markets (especially in the up market segments), the role of the male in the family is undergoing a change.

The `relationship' repositioning of Raymond is a good example of a brand coming to grips with the changing psychographics of the target segment. Fair and Lovely's repositioning as a brand for the aspiring girl making a mark in a male-dominated world (woven around the cricket commentator commercial) too is one such example. Pepsodent's commercial in which the mother scolds her child for snacking and establishes the brand as a protector of teeth is associated with traditional habits which have been highlighted to create a realistic association between the brand and the target segment. Product/brand attribute relevance to the habit of the user (children) and the buyer of the category (concerned mother) has been used to reposition the brand.
Faculty: J.Rai IIPM School of Management, Orissa 9

Module III- Brand Repositioning

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

10

Lifebuoy's repositioning on health based on hygiene is an attempt to take into consideration the priorities consumers place on heath in a deteriorating environment — one of the issues raised frequently by mass media and consumer groups.

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

11

Changing the target It is di ffi cul t fo rsegment bra nd to cha ng e it s an esta blished ta rget seg ment over nig ht bec ause of the pr olo ng ed

associa ti ons and perc epti ons rela ted to imager y and pr ic e.  Ho wev er, ther e ha ve been rare insta nc es of a br and reposi ti oning i tsel f fo r a new ta rget segm ent. Eg:Cadb ury , in an effort to make chocolates appeal to adults, created the repositioning around ‘spontaneous joy' (the girl's dance in the cricket field) and since then the mould version of its offering continues to be positioned for adults. With the company offering different offerings for different segments, the strategy for the mould version synergizes with the overall strategy of the brand.

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

12

Timex , which was targeting the lower-end watch market when it entered India, has introduced expensive watches with high technology at the higher end of the market. Technology, with its rub-off on the product's attributes, could be a powerful factor in moving a brand from lower to higher segments. Changing the target segment for an established brand is a delicate marketing exercise and several aspects of marketing mix elements are involved. These are important from the viewpoint of consumer perception.

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

13

Bata, during the Nineties started dealing with designer brands: it had developed the Power brand for youth and a number of offerings for middle-class consumers. In the recent times, it has segmented its retail outlets into discount outlets and higher-end ones. In such a situation, it may be difficult for the brand to reposition itself with a clear association. Communicating the newness can be seen in the `new, `improved' versions of old established brands

Rin is repositioned to provide extra whiteness, the attribute should be recognized by consumers.

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

14

 

Decisions Concerning A bra nd need no Repositioning ng t a lways re ly on repo sit io ni
The dec isi ons are rel ated to the stren gt h of the compa ny , competi tive cont ext and consu mer per cepti on. A br and coul d crea te sever al sub -bra nds over a per io d of ti me in tune wi th the cha ng es in the env iro nme nt.

Hero Honda, after the success of its CD 100 almost two decades ago, continues to hold sway over the market by creating several sub-brands each distinctive from the other. It created SS, Passion and Splendor with differing appeals. Sometimes, a premium offering needs to be repositioned when consumers become more receptive to the brand over a period of time Module III- Brand Faculty: J.Rai IIPM School of

Repositioning Management, Orissa 15

Finally…..

Br and po siti oni ng and repo si tio ni ng dea ls wi th the min d o f c onsu mer.

Bra nd repo sit io ni ng is mo re complex a s it ha s to ta ke into a ccount the perce pt io n a lrea dy c re ated in t he consu mer s' mi nds

Module III- Brand Repositioning

Faculty: J.Rai IIPM School of Management, Orissa

16

Sign up to vote on this title
UsefulNot useful