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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