Repositioning

: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 Xerox Copier

Back to Basics

Lose focus Xerox Computer

Reposition The Document Co.

Positioning

Lose focus

Repositioning

Marlboro Man

Marlboro Menthol

Cowboy image

Back to Basics

Positioning

Lose Focus

Coke

New Coke

Back to Basics

Repositioning Coke, the real Thing

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?