BOOK REVIEW

By:

Sakshi Chawla (99)

 POSITIONING: How you differentiate yourself in the mind of the consumer.

REPOSITIONING: How you readjust the way you differentiate yourself (or your competitor) in the mind of the consumer.

To cope up with 3 cs COMPETITION CHANGE CRISES

THE FOUNDATION Mind cant cope, it hates confusion, lose focus RISE OF COMPETITION The Choice Industry

REPOSITIONING THE COMPETITION Find weakness in Competitors & Attacking by setting up a positive.

Minds Cannot Cope Up With Change

The Mind & Purchase Decision

Too Complex

Much Simpler

Excellent Marketing

Muddled Marketing

Simplified Message

Take Care When Attacking

Apple attacked Microsoft

Change Happens; Evolution is reality Changing Technology, Name, Distribution Bigger they are, Harder they change Big doesnt attack itself, Why things go wrong. When not to evolve Growth trap, Latest trap, Matter of Perspective, Specialist Weapon

Change in Name

Shrewd Repositioning

Technological Change

Distribution Strategy

Party Only Player

Household Tiffin Boxex

One Product One Benefit One Message

A Crisis can change the Game

- Long term planning, Silly predictions

Value is the name of the Game - Differentiating idea, Be Nicer, Add more MACRO CRISIS: Swept the world MICRO CRISIS: Threatens entire company

Concept

Reliability

Drivability

Safety

Engineering

Trying to be everything for everybody

Avoid a Competitor Strength & Exploit its Weakness

Little Kids Place

Grown Up Place

Differentiating Ideas

Low Price

Do something Special
Nikes Foot Locker with Tuned Air

more airline for the money. Work hard. Fly right.

The PC Empire Strikes Back

 Repositioning takes time

Repositioning is not for meek

Repositioning begins & End with the CEO

Repositioning is Obvious

Positioning is about creating the ownership & Repositioning is about adjusting it. Your differentiating idea must be simple, as visible as possible & must be delivered over & over again. Oversimplify your message. Its not about what you want to do, Its about what your competitor will let you do.

Find a weakness in the leaders strength, not find the leaders weakness. The most popular way to evolve is to use new ideas to update your brand. Another way to keep a product relevant is to add a service. Market leaders have to be willing to attack themselves with a better idea. If they dont reposition themselves, someone else will do it by hanging a negative on them.

A long-term strategic plan is useless unless you include your competitors plans as well

Try not to over research or overthink your positioning or repositioning strategy. Simple and obvious will do the trick.

Thank You