:Repositioning Where Positioning Is At

:Presented By

Yasir Zahid

The New Positioning by Jack Trout

Positioning
Positioning is the process of creating an image of the product in the minds of the consumer.

Repositioning
Repositioning defined as changing the position of the product in the market/consumer’s mind.

Repositioning: Where positioning is at.

Time not so much for Positioning as for ‘Repositioning’

Reasons for Losing Market Share
The fast pace of changing technology. The quick and unpredictable shifting of consumer attitudes. The increase in competition within the global economy. The increase in competition among creative executives.

Losing Sight of Change

1921
Chevrolet………..$450 to $600 Pontiac…………..$600 to $900 Oldsmobile……...$900 to $1,200 Buick…………….$1,200 to $1,700 Cadillac………….$1,700 to $2,500

Today
Saturn……………$9.995 to $12,895 Chevrolet………..$7,295 to $67,543 Oldsmobile……...$13,510 to $31,370 Buick…………….$13,734 to $31,864 Cadillac………….$32,990 to $45,330

General Motor’s Sad Saga

Positioned as Xerox Copier

Lose focus Xerox Computer

Reposition The Document Co.

Back to Basics

Positioning Marlboro Man

Lose focus Marlboro Menthol

Repositioning Cowboy image

Back to Basics

Positioning Coke

Lose Focus New Coke

Repositioning Coke, the real Thing

Back to Basics

NOT in the Plans
but

MIND of the Prospect
Consumer expect companies to be specialist in narrow field, field especially when a business has carved out a strong niche and achieved some recognition.

Problem

Having a strong brand identity gives a company an immense edge. It’s more efficient to market one successful concept to one large group of people, than 50 product or services ideas under the same brand to 50 separate groups. The concept of company’s product or services in the consumer .mind should be same as the company’s concept

Avoiding Costly Mistakes

Safety

?

Avoiding Costly Mistakes

Having a strong brand identity gives a company an immense edge. It’s more efficient to market one successful concept to one large group of people, than 50 product or services ideas under the same brand to 50 separate groups. The concept of company’s product or services in the consumer .mind should be same as the company’s concept

Avoiding Costly Mistakes

Keep company managers from going off in unfocused directions. It’s often the most creative people who love to tinker and think of new products and new twists for existing ones. Unless these ides are consistent with the consumer’s concept and the company’s track record of success, they are sure to .nudge the company out of focus or position in the mind

Think Small and Don’t Tinker

What to do when
Customer attitudes have changed. Technology has overtaken the existing products. Product have strayed from the consumer long-standing perception of them. The answer is

REPOSITIONING

When the Market Changes

Bottom Line
Don’t Lose Focus Study Consumer’s mind Not the product, It’s the Perception Reposition around that idea/perception Repositioning: Where positioning is at

Final Words

Any Questions?

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