Académique Documents
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S.Apar Singh
Submitted by:
Sandeep Kaur
Roll no. 742
Ph.D Coursework
POSITIONING
Different scholars defined positioning in different ways.
A position is a set of buyers at whom the product is primarily
aimed (Cronshaw et al., 1990).
Positioning is the act of designing, establishing the companys
offer and image and communicating the products key
distinctive benefits in the market so that it occupies a valued
place in the minds of the target customers (e.g. Kotler, 1996;
Kotler & Keller, 2009).
OBJECTIVE OF POSITIONING
The objective of positioning is to locate the brand/product in
the consumers minds so that organization can secure maximize
potential Benefits (Kotler & Keller, 2009).
It differentiate
product from
its competitors
It creates a
unique
perception in
buyers minds
Positioning is an
important source
of competitive
advantage and
acts as a support
for competitive
advantage.
Features/Attributes
Product Class/Benefits
Use/Application
User/Usage
Competitors
Repositioning
The implication with the term repositioning is that a
company modifies something that is already present in
the market and in the consumers mind
Brand repositioning is all about changing the status of
brand by modifying its appeal to customers.
It is change the position of brand.
Repositioning refers to the major change in positioning
for the brand/product. To successfully reposition a
product, the firm has to change the target
markets understanding of the product.
Three stages
of
repositioning
Introductor
Elaboration
Fortification
Zero
Repositioning
Gradual
Repositioning
Where
the
firm
performs
continuous adjustments to its
positioning strategy to reflect the
evolution of its environment;
Radical
Repositioning
That
corresponds
to
a
discontinuous shift towards a new
target market and/or a new
competitive advantage.
Phase I
Phase II.
Phase III
Phase IV
Benefits Of Repositioning:
Value
over others
Relevant position
Up to date image
Loss of focus
Neglecting original customers
Losing credibility for the brand
Confusing the brand
INTRODUCTION
INITIAL POSITIONING
NEED TO REPOSITION
OBJECTIVES OF REPOSITIONING:
To expand brand usages and awareness.
To improve the brand image and uniqueness
REPOSITIONING
Bata was repositioned as Bata shoe for every occasion.
They are now concentrating on products that the customer
wants rather than products that they produce.
The company has decided to be more visible in shopping malls,
open up to the franchisee model and also create the shop-in-shop
experience in a multi-branded store.
The company recently introduced international styles and trends
for women, men and kids, which have gone a long way in
providing a trendy and contemporary image to the company.
Hush Puppies:
It is for every executive
INTRODUCTION
Telecom giant Bharti Airtel is the flagship company of
Bharti Enterprises.
Bharti launched Airtel as a post paid cellular service in
Delhi in November 1995.
POSITIONING OF AIRTEL
TAGELINE
'Power to keep in Touch'
YEAR- 1995-1998
SIGNIFICANCE
The tag line 'Power to keep in Touch' used in the brand
was designed to make the user feel 'in
controlpowerful.
REPOSITIONING
After some year company realize the need of reposition
REASON FOR REPOSITIONING
Govt. reduced the tariffs and taxes which led to the
emergence of huge customer base.
many
'Touch tomorrow
YEAR: 1999-2001
Hence Bharti decided to humanize the brand Airtel to
gain competitive advantage.
Bharti launched its new Touch Tomorrow campaign
which aimed at strengthening its relationship with its
customers and make the brand softer to cater a wide
variety of people across the society.
The new positioning was aimed at developing a
strong
relationship with the customers.
Tier I
AIRTEL
Tier II
Basic Telephony
Broadband Service
Mobile Service
Tier III
Freenet
Long Distance
Tango-Internet mobile