BOOK SUMMARY

The Team………..(PGDM:M)….GROUP-1

A. karthik
Aftab Ashruf
Ajay kumar
Akhil Aggarwal
Amarnath Singha
Amit kumar
Amit Raj
Anant Raina
Anil Bisht
Anil Pr. Singh
 A concept so simple,
people have difficulty understanding
how powerful it is!
 SO THE BIG QUESTION IS………….

CREATIVE
STRATEG
IC

Print ad for Eclipse Gum

 You differentiate or die………

Advertising has entered a new era where creativity is no longer the key
to success ,today a company must create a position in the prospect’s
mind. A position which is unique and based on company’s strengths
and on realities.You don’t lie you only exaggerate.

Camlin (marker)-Permanent.
Google,bmw,merc,bajaj
 WHAT IS IT ALL ABOUT………..

Positioning is owning a piece of consumer’s mind

Positioning is not what you do to a product
-It’s what you do to the mind of the prospect
You position the product in the prospect’s mind
‘It’s incorrect to call it Product Positioning’ – Ries &
Trout
 Examples

Colgate…………………Protection
Lux……………………..Glamour
Pond’s DFT…………….Confidence
Axe……………………...Sexual Attraction
Gillette…………………..Quality
VOLVO…………………. safety
Shahrukh Khan………….Romantic, talented
Mercedes-Benz ………… prestige.
BMW …………………….driving.
Volvo………………………Safety.
Starbucks…………………high-end coffee..
Rolex………………………high-end watches.
Google ……….……………Search.
Red bull ……………………energy drink.
FedEx………………………overnight (delivery)
 What is the need .…

There are two kinds of products – commodities and brands. A commodity is a

product that is same as those made by every other company. As a result the only
way to sell a commodity is by selling it cheaper than your competitor.

A brand on the other hand, is (at least perceived in that way!) a product that is
unique and different. A customer can buy Tata Indica for a lot less money than a
Mercedes Benz, but most Mercedes customer won’t buying tata or any other
vehicle simply because “it’s not a Mercedes-Benz.”

so, you need unique brands to make money.

 Why so……..

The mind rejects much of the information offered to it due to

over-communication (Per capita consumption of
advertising in America today is about $200 a year) from
each side. In general , the mind accepts only that which
matches with it’s prior knowledge or experience.
In today’s communication jungle out there, the only hope
to score big is to be selective, to concentrate on narrow
targets, to practice segmentation. In a word “positioning”
 Why so……

The assault on our mind…

 The media explosion
 The product explosion
 The advertising explosion

So little message gets through that you ignore the

sender and concentrate on the receiver
 HOW….

The easy way to get into a person’s mind is to

be first
Xerox, Kodak, Polaroid, Sun TV, The Hindu, F&L

If you didn’t get into the mind of your

prospect first, then you have a positioning
problem
Better to be first than be best

In the positioning era, you must, however, be

first to get into the prospect’s mind
 The Oversimplified Message……

Today the best approach to take, in our over communicated society is to

simplified message.
you simplified the message, then simplified it some more if you want to
make a long last impression.
-Al Ries and Trout
‘You concentrate on the perceptions of the prospect, not the reality of the
product’
- Al Ries & Jack Trout

Volvo.
Safety.

if fi c ult to cha n ge behaviour,

It’s d
with it’
but easy to work
- Paco Underhill
 Beers example……..

Heidelberg - the working man’s

beer.
Bud - the athletic beer
Bud Lite - the party beer
Millers Lite - the fun and great test
Coors - the environment beer
Coors light - the fastest beer
 Benefits of positioning ….

You narrow the focus

Starbucks narrowed its focus to high-end coffee and

became the world's largest coffee chain.
Dell Computer narrowed its focus to personal
computers "sold direct" and became the world's largest
PC manufacturer.
BMW narrowed its focus to "driving" and became the
largest-selling European luxury car in the U.S.
Focus is the key to successful brand building in today's
ultra-competitive marketplace
So is positioning always beneficial?

Xerox first made photo copy machine &

sold them world wide, as the time passed
Xerox become synonymous to photocopy.
When it launched it’s
“Xerox data system", fax machine,
and PC all were disastrous and
Xerox lost billions of dollar
since it could not change or
reconstructed minds of prospects.
Repositioning :Reconstruction of
perceptions.

Compa Traditional Repositioned image

ny image
IBM Computer Services & hardware
hardware
Xerox copier Hardware &
software
Bajaj Scooters motorcycles
Even as an individual you need to manage
perceptions of others, about yourself –how
they feel and believe about you…so it does
not matter in which stream you will be into
(Marketing,HR,Finance etc.) you just have
to do positioning…
 How to do the job…..

Start by looking not at the product but at the

position in the market that you wish to occupy,
in relation to competition
Think about how the brand will answer the main
consumer questions
What will it do for me that others will not?
Why should I believe you?
Try to keep it short and make every word count
and be as specific as possible
Vagueness opens the way to confused executions
Keep the positioning up-do-date
Give as careful consideration to
change as you did to the original
statement
Look for a Key Insight!
Insight
An ‘Accepted Consumer Belief’
Key Insight:'I wish to get married to
a handsome prince’
 What you need to play the game …

Understand the role of words and how they affect

people

Be careful of change

Need vision
 What you need…

Courage
 To slug it out when others watch and wait

Objectivity
 You need a backboard / a springboard

Simplicity
 Not complicated or convoluted
 What you need…

Subtlety
 Unique position and appeal that’s not narrow
Willingness to sacrifice
 The case of Nyquil
 Rexona wooing male and female

Patience
 Geographical roll out / Demographic /
Chronological
Global outlook
 Taj Mahal tea
 The 3C’s of positioning

Be Crystal clear

Be Consumer-based
 Be relevant and credible to the consumer
 Write in consumer language and from consumer’s view point

Be Competitive
 Be distinctive
 Focus on building brand elements into powerful discriminator
 Be persuasive
 Be sustainable
 At last…….

The brand name!

The name is the first point of contact between the

message and the mind

‘The brand name is a knife that cuts the mind to let

the brand message inside’
– Ries & Trout
 Checklist: Brand name

 Should be simple

 Should be acceptable in all key languages

 Should be appropriate when geographically spread

 Should be amenable for easy registration

 In Conclusion

Whatever you do,

you’ll do better if
done with a little...

Effective Surprise!
Questions & Discussion