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					    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                              Today
  Chevrolet………..$450 to $600      Saturn……………$9.995 to $12,895
  Pontiac…………..$600 to $900       Chevrolet………..$7,295 to $67,543
  Oldsmobile……...$900 to $1,200   Oldsmobile……...$13,510 to $31,370
  Buick…………….$1,200 to $1,700     Buick…………….$13,734 to $31,864
  Cadillac………….$1,700 to $2,500   Cadillac………….$32,990 to $45,330




General Motor’s Sad Saga
     Positioned as     Lose focus        Reposition
     Xerox Copier    Xerox Computer   The Document Co.




Back to Basics
      Positioning     Lose focus       Repositioning
     Marlboro Man   Marlboro Menthol   Cowboy image




Back to Basics
       Positioning   Lose Focus      Repositioning
         Coke        New Coke     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,
   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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posted:3/23/2010
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Description: Its a Presentation on a chapter from the book "The New Positioning" by Jack Trout.