Positioning Final

8/3/2019 Positioning Final

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POSITIONING THE BATTLE

OF YOUR MIND

AL RIES, JACK TROUT


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Positioning

Positioning is not what you do the product, it is

what you do to the mind of the prospect

It is incorrect to call the concept

product positioning


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What positioning is all about ?

The over communicated society

The per capita consumption of advertising in

America is about 200$ a year

The oversimplified mind

Advertising only the tip of communicationiceberg

Medium may not be the message

You have to sharpen your message


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The assault on the mind

The transmission traffic jamAmerica consumes 57% of the worlds

advertising

Each new medium did not replace an existing

medium rather they changed and modified allthe previous media

The media explosion There is television commercials

There is radio, AM & FM

There is outdoor, posters & billboards


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The assault on the mind

The product explosion 10,000 individual products or brands on display

in U.S

Even cigarettes have more than 175 brands

The advertising explosion

Doctors, lawyers, dentist, accountant alsoadvertise themselves

1,32,000 lawyers in US, today there are4,32,000


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Getting into the mind

The easy way into the mind

Its better to be first

You get there first & then be careful not give

them a reason to switch

The product era

In the 50s advertising was in the product era In the late 50s it became more & more difficult

to establish USP


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Getting into the mind

The image era Image is more important in selling a product

Success of few companies due to high noise

level

The positioning era

Create a position in the prospects mind IBM - the first company to build a computer

positioning the mind of the prospect


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Those little ladders in yourhead

The human mind

You see what you expect to see

Ranking products and brands in the mind

The product ladder


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Those little ladders in your head

The against position

The uncola position


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Positioning of a leaderEstablishing leadership

Leaders should not try to drive their

competitors out of the market. Leadership is your best differentiator.

Strategies for maintaining leadership Use their short term flexibility to assure

a stable long term future


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Positioning of a leader

Covering all the bets

Its better to be first.

You get there first & then be carefulnot give them a reason to switch.


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The Positioning of a Follower

Cherchez le Creneau

The dangers of Me-too response

The Everybody trap


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Repositioning the competition

Use of advertising to blast its way in themind

First move an old one out

Undercutting an existing concept, productor person


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Repositioning Pringles

$15 million fanfare from P&G

The old- fangled brand Borden's wise

Fall of sales from 18% to 10%

Pringles changed its strategy to all natural

Power of repositioning


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Repositioning VS Comparativeads

Success and repositioning programs

Comparative advertising

Psychological flaw

The pepsi challenge to coca-cola

Failure to reposition the competition


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The power of name

How to choose a name

Name that begins the positioning process

Products major benefits

Name should not go over the edge

Choosing a name- to win you have to takechances

Best insurance for long term success


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Using a meaningless name

The role of timing

First company with a new product or newidea

Coca-cola

KodakXerox


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The No-Name Trap

Phonetic shorthand

Avoid usage of initials

Name of the company

No shortcut to success

The mind works by ear

Name obsolescence

Acronyms


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The line-extension trap

Taking the name of an established product andusing it on a new one

Line extension through advertising andmarketing community

Inside out thinking

Outside in thinking

Prospects' point of view


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Reverse line extension

Broadening the base

Characteristics of broadening base strategy

Eg. Johnsons baby shampoo

Only baby shampoo promoted as an adultproduct too


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Short term advantages

Creates easy and fast understanding

Generates instant flash of sales

Consumers arent necessarily buying

it but retailers are


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Long term disadvantages

Easy come easy go

Eg:- Diet coke

Levis for feet (shoe wear)

No independent products

Blurs the effect of independent demand


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Line extension tests

The shopping list test

The classic test for line extension

Bartender test

Addition to the shopping list test Receive what you ask for


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Line extension work if..

Your competitors are foolish

Your volume is small

You have no competitors

You dont expect to build a position in theprospects mind

You dont do any advertising


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Name of the company

Name plays an important factor.

For eg:- GREYHOUND is consideredonly as a bus company.

Even though they want to be more than abus company, they are unable to do sobecause of the name of the company.


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Standing for something

Innovation

For eg:- Ford has a better ideacampaign

Quality

For eg:- TATA

Safety

For eg:- Mercedes


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The Monsanto approach

Product leadership

Eg:- IBM

Business leadership

Eg:- Reliance

Industry leadership


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Positioning a service

Visual vs Verbal

Electronic mail

The low cost telegram

The high-speed letter


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Positioning a Long IslandBank

How a bank successfully struck backwhen is territory was invaded by itsgiant neighbors from the Big City

P iti i th C th li


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Positioning the CatholicChurch

Even institutions can benefit frompositioning thinking

An outline of the logical steps that could betaken to position the Roman CatholicChurch


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Positioning Yourself and yourcareer

Find one specific idea to hang hat on

Make sure your name is right

Working harder is not the answerworking smarter is


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The six horses

Find a horse to ride

The second horse to ride is your boss

The third horse to ride is a friend

The fourth Horse to Ride is an idea

The Fifth Horse to Ride is Faith

The Sixth Horse to Ride is Yourself


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Six steps to Success

What Position do you own ?

What Position do you want to own ?

Whom must you outgun ?

Do you have enough money ?

Can you stick it out ?

Do you match your position ?


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Playing the positioning game

Select and use words that trigger themeanings you want to establish

To cope with change ,you have to take along range point of view

Evaluate products objectively

Remember that the simple ,straightforward and obvious idea works


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Playing the positioning game

Use subtlety

Be wiling to sacrifice

Patience pays

Maintain a global outlook


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Compiled by

Nikita Keny 136

Priyanka Patil 164

Neha Murali

Shino Baby

Krishna kumar Yadav


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Positioning Final

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