8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 1/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 1

Brand Repositionin

“If a brand does not reposition at the

right time, it may not get a second chance”.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 2/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 2

Somefacts

La-ira-ela ... what appeared to be a typicalremix from Channel V turned out to beadvertising repositioning the soap brand Liril.The commonality which this advertisement has

with Liril's launched advertisement thatappeared in the mid-Seventies is itspermissiveness: what is perhaps important tothe current one is whether it can recreate the

"magic of lemony indulgence" ushered in by thelaunch advertisement, along with itspermissiveness.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 3/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 3

Why Brand Repositioning?

Brand repo si tio ni ng is requ ir ed because ofsev er al reaso nsWhe n ne w offer ing s flo od the mar ke t, thesupe riori ty of th e est ab li she d br and has tobe r e-e mph asi ze d

Th e est ab li she d br an ds may not be ab le t ooffer either the same feat ur es or th evar iant s that ar e be ing offer ed by the newbr and s (Ambassad or and Rob in Blue) . Hence,ther e is a ne ed fo r them to repo si tionthem selve s in a timely manne r, rel yi ng mo reon the cons umer goodw ill the y enjo y or by

ex plo ring way s to app eal to t he co nsume rs

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 4/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 4

When br and s desi re to c ha ngethe ir ta rget se gme nt (rarel y)When br and s want to communi cate

impr ov ed offe rin gsWhen mot iv ation to bu y pr od uctsin the c ate gor y i s low

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 5/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 5

Ti mely Repositioning Con temp or ar y pe rcep ti on co uld invo lveei the r the imag e or supe rior funct i onalutility .

E.g .Io dex wa s almo st the una ssa ila bl e lea der fo rseveral years in the pain balm market but wasfo rc ed to re posi tio n itsel f by Moo v, whi ch ma dera pi d str ides.Dove is repo si tio ni ng it self as a su per io r so ap wi thmo istu rizer s (as against its pr ev io us `tri al fo r

resu lts' posi ti oni ng ).Vi m Cha lleng e wa s a r espo nse to sev era l re g iona lbra n ds emer gin g i n th e di sh wa s h ma rk et

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 6/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 6

If repo si tio ni ng i s no t atte mpte d by a br and in ati mel y ma nner , the bra nd may no t get a sec on dchance .

Ref:

The powerful positioning of economy by the no-frills Maruti800 during the mid-Eighties could have been pre-empted by

Ambassador, not necessarily by the same economyproposition: Ambassador even today is widely acknowledgedas a comfortable car for Indian roads and is also known for itsspace. Some of the recent offerings in the passenger carmarket today use this as a strong proposition. The brand couldhave used this effectively to create a favorable perception ofitself. Maruti 800 became almost a legend as much known forderailing Fiat and Ambassador as it is for its fuel e conomy.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 7/16

Module III- BrandRepositioning Faculty: J.Rai IIPM Sch ool of Management, Orissa 7

• Even in fast moving consumer goodsinvolving mundane household prod ucts,

timely repositioning matters The Ujala brand of blue used to whiten clothes made historywith its liquid variant. The pioneering (and the brand whichheld the dominance for years) Robin Blue had a powdervariant before Ujala was introduced. Powerfully repositioni ngRobin Blue (even before introducing the liquid variant as a

follower) might have reduced the impact of the new entra ntbecause of the favour and trust Robin Blue enjoyed wi th

consumers .

Burnol , the antiseptic cream for burns (it did attempt somesporadic repositioning exercises) no longer seems to occupy

the same space in the consumer's mind. Women continue tocook as before and probably mostly in a hurry to catch up withthe pressures of life. Burnol being a handy brand to overcomethe inevitable small burns could have been a probableproposition to reposition it.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 8/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 8

With sev er al c ate go r ies j ostlin g fo r c on sumer mi ndspa ce, t her e i s a r el evant pro po sit io n r equ ired fo r abr and to g et in to the consider ati on s setonsider ati on s set ofconsu mer s.

The timi ng of repo si tio ni ng sho uld be wo rked out toensu re th at th e ca teg ory do es no t fa de fr om theconsu mer 's mi nd be cau se of a number of otherca teg ori es emerg ing to crea te gener ic c ompeti tion inter ms o f t he s hare o f c onsu mer's wa ll et.

E.g. :

A brand traditionally used for burns may be forgotten becauseof several categories of products and offerings like a creamfor heels, herbal antiseptic ones for multiple injuries and corn

caps. Forhans toothpaste, Zamba c and Saibal multipurposeantiseptic ointments, Eno's for acidity relief, Wa ter bury 'sCompo und for `after-cough' recovery and Crook's Lactocalamine lotion are some of the brands of yesteryear whichcould have maintained their dominance of the consumer'smemory with appropriate repositioning strategies .

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 9/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 9

• Contemporary image This matters in some categories which are conspicuous in terms

of consumers' usage and observation. With changing lifestylesand nuclear families in urban markets (especially in the up

market segments), the role of the male in the family isundergoing a change.

The `relationship' repositioning of Raymond is a good exampleof a brand coming to grips with the changing psychographicsof the target segment.

Fair and Lovely's repositioning as a brand for the aspiring girlmaking a mark in a male-dominated world (woven around thecricket commentator commercial) too is one such example.

Pepsodent's commercial in which the mother scolds her childfor snacking and establishes the brand as a protector of teethis associated with traditional habits which have beenhighlighted to create a realistic association between the brandand the target segment. Product/brand attribute relevance tothe habit of the user (children) and the buyer of the category(concerned mother) has been used to reposition the brand.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 10/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 10

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 11/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 11

Lifebuoy's repositioning on health based on hygiene is anattempt to take into consideration the priorities consumers placeon heath in a deteriorating environment — one of the issuesraised frequently by mass media and consumer groups.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 12/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 12

Changing the targetsegment It is di ffi cul t fo r an esta blished bra nd to cha ng e it s

ta rget seg ment over nig ht bec au se of the pr olo ng edassocia ti ons and perc epti ons rela ted to imager y andprice.Ho wev er, ther e ha ve been ra re insta nc es of a br andreposi ti oning i tsel f fo r a new ta rget segm ent .

Eg: Cadb ury , in an effort to make chocolates appeal to adults,created the repositioning around ‘spontaneous joy' (the girl'sdance in the cricket field) and since then the mould version ofits offering continues to be positioned for adults. With thecompany offering different offerings for different segments,the strategy for the mould version syn ergizes with the o verallstrategy of the brand.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 13/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 13

Timex , which was targeting the lower-end watch marketwhen it entered India, has introduced expensive watches withhigh technology at the higher end of the market. Technology,with its rub-off on the product's attributes, could be apowerful factor in moving a brand from lower to highersegments. Changing the target segment for an establishedbrand is a delicate marketing exercise and several aspects ofmarketing mix elements are involved. These are importantfrom the viewpoint of consumer perception.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 14/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 14

Bata, during the Nineties started dealing with designer brands:

it had developed the Power brand for youth and a number ofofferings for middle-class consumers. In the recent times, ithas segmented its retail outlets into discount outlets andhigher-end ones. In such a situation, it may be difficult for thebrand to reposition itself with a clear association.

Communicating the newness can be seen in the `new,`improved' versions of old established brands

Rin is repositioned to provide extra whiteness, the attributeshould be recognized by consumers.

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 15/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 15

Decisions ConcerningRepositioningA bra nd need no t a lways re ly on repo sit io ni ng -

The dec isi ons are rel ated to the st ren gt h of thecompa ny , competi tive cont ext and consu merper cepti on.A br and coul d crea te sev er al sub -bra nds over aper io d of ti me in tune wi th the cha ng es in theenv iro nme nt.

Hero Honda, after the success of its CD 100 almost two

decades ago, continues to hold sway over the market bycreating several sub-brands each distinctive from the other. Itcreated SS, Passion and Splendor with differing appeals.Sometimes, a premium offering needs to be re positioned wh enconsumers become more receptive to the bran d over a peri odof time

8/14/2019 Brand Re Position

http://slidepdf.com/reader/full/brand-re-position 16/16

Module III- BrandRepositioning Faculty: J.Rai IIPM School of Management, Orissa 16

Finally…..

Br and po siti oni ng and repo si tio ni ng dea ls wi th themin d o f c onsu mer.

Bra nd repo sit io ni ng is mo re complex a s i t ha s to ta keinto a ccount the perce pt io n a lrea dy c re ated in t he

consu mer s' mi nds