Repositioning - Redirecting to Google Groups

Repositioning

MG 401: Marketing Management

A work of: Kartik Raj Rewar (110020021)

Shravan Poloju (120100081)

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What is Positioning?

• A Marketing strategy that aims to make a brand occupy adistinct position, relative to competing brands, in the mind ofthe customer.

• An Art of Creating a Distinct Image for A Product in The Minds Of The Customers.

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What is Repositioning?

a. Changing consumer's perception of product or brand in relation to competingbrands

b. As the name suggests, it is changing the position of the brand or product.

c. Repositioning is effected usually through changing the marketingmix in response to changes in the market place, or due to a failure to reach thebrand's marketing objectives.

NEED OF REPOSITIONING

• To Differentiate the Company.

• To Create Clarity and Alignment.

• To Create New Business Opportunities.

• Your target audience is not really the best target.

• Customers think that your brand is outdated and not established.

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REPOSITIONING IN PRODUCT LIFECYCLE

• In Maturity stage of product lifecycle, product begins to look oldand tired.

• Repositioning can refreshproduct image, appeal existingconsumer and attract newconsumers

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REPOSITIONING IN PRODUCT LIFECYCLE

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REBRANDING Vs. REPOSITIONING

• Rebranding is the process by which a product or service, developed with one brand identity, is modified and re-launched using a new identity.

• Traditionally this involves radical changes to the brand’s logo, brand name, image, and advertising campaigns.

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• Repositioning goes deeper than rebranding.

• It entails the development of a marketing strategy aimed at influencing how customers perceive your product or service.

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REBRANDING REPOSITIONING

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• You can view rebranding as the wrapping and ribbons on a gift and repositioning as the gift itself.

• Putting fancier wrapping and ribbons on the same gift will not change the way people perceive the gift itself.

• Taglines are very effective in indicating repositioning of a brand.

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Repositioning Strategies

Increasing Relevance To Customers

Increasing Occasion for Use

Search for viable position

Making Brand Serious

Reaction To Falling Sales

To Get New Customers

Making Brand Contemporary

Different from Competitors

Changed Market Conditions

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Increasing Relevance to Customers

MARUTI OMNI

• Initially branded as a Van

• Later repositioned as “The Most Spacious Car on the Road”

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Lipton Yellow Label Tea (HUL)

• Initially positioned as “Exotic and Foreign”

• Later branded as the “Exotic and Indian”

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Cadbury Bournvita

• Taste

• Nutrition

(Extra Energy)

• Sharp Mind

(Tan ki Shakti, Man ki Shakti)

• Bournvita Confidence

(Confidence Kuch Kar Dikhane Ka)

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Increasing Occasions for Use

Parle Monaco

• Initially positioned as plain salted biscuits

(Life Namkeen Banaiye)

• Repositioned to terrific taste with toppings; thus increasing the number of occasions for use

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Burnol (Morepen Labs)

• Targeted at curing burns in the beginning

• Later branded as 3-in-1: Burns, Cuts and Gashes due to stiff competition from Emami Boroplus

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Dettol Liquid

• Initially repositioned as an antiseptic to prevent infection due to cuts

• Repositioned to be also used for washing clothes, shaving and taking a bath

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Search for a Viable Position in Market

Complan (Heinz)

• Initially, targeted at sick people. Branded as Complete Planned Food

• 1st Repositioning: Food for Family, it failed

• 2nd Repositioning: For growing Children. Revived the brand and made it very successful.

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Centaur Hotels

• Positioning: Hotel with Style

• Repositioning: Hotel for Business Class

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Search for a Viable Position in MarketDettol Soap

• Initially positioned as a beauty soap

• Failed because the parent company was an antiseptic company

• Repositioned as a hygiene soap and was a huge success

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Making Brand SeriousMarico’s Saffola Cooking Oil

• Positioning: Good for Heart

• Repositioning: Targeted at cholesterol management. Heart not Safe without Saffola.

• Taglines:Dil ka HaalDil Jawan to Zindagi AlishanYoung at heart

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Making Brand SeriousCadbury 5 Star

• Positioning: Deliciously Rich, You'd hate to share

• 1st Repositioning: Togetherness

• 2nd Repositioning: Energy for young achievers.

(Reach out for stars)

• 3rd Repositioning: Taste platform

(Jo Khaaye, Ko jaaye)22

Reaction to Falling SalesHindustan Ambassador

• Initially positioned as the Rugged Roadmaster. Appealed rationally.

Faced competition from Maruti.

• Later, repositioned as ‘Member of Family’. Appealed emotionally.

But, it failed to increase sales.

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Reaction to Falling SalesWyeth’s Forhans

• Positioning: Good for gums

• Repositioning: Freshness

• But even this failed to rejuvenate the brand and it was acquired by Anchor in 2007

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Reaction to Falling SalesHUL’s Brooke Bond Red Label

• Positioning: For the housewife who seeks to bring her family together over a cup of tea.(Chuskiyaan Zindagi ki)

• Repositioning: For health conscious people. Anupam Kher as brand ambassador.

• Of late, the tagline has changed to “Cheers your senses”

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To Get New CustomersJohnson & Johnson’s Baby Shampoo

• Positioning: Targeted as babies only

• Repositioning: To expand customer base, company decided to focus on the mothers as well

• The shampoo, if soft and gentle enough even for babies, then surely new consumers can be attracted to use the product.

• Tagline: No More Tears26


Ray Ban (Luxottica)

• Initially, focused on male customers only

• Later, repositioned the brand to target both male and female customers

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To Get New CustomersCadbury Dairy Milk

• Initially, focused on children only

• Later, repositioned the brand to focus on adults as well which so far appealed to kids only

• Taglines:

Kuchh Khaas hai

Kuch Meetha Ho jaye

Pappu Paas Ho gaya

Radha Miss Palampur ban gaye

Meetha hai Khaana aaj pehli tarrekh hai

Is Diwali aap kise khush kar rahe hain

Shubh Aaarambh28

To Get New CustomersCadbury Gems

• Like Dairy Milk, this too was repositioned to include adult segment as well

• Taglines: Raho Umarless

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Vicks Vaporab (P&G)

• Positioned at children initially

• Repositioning: Included working adults and senior citizens as well

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Making The Brand Contemporary

Dabur Chywanprash

• Initially was a health tonic targeted at good digestion

• Major repositioning in 2007: A series of TVC and print campaigns were released to target both kids and parents. The campaigns were aimed at parents. The entire campaign was based on the theme of 'role reversal’.

• Tagline: Zaroorat hai sabko31

Making The Brand ContemporaryKeo Karpin Hair Oil

• Initial focus on hair styling

• When it began to fade and hair oil came to be associated with stickiness, repositioned itself as a Non-Sticky Hair oil

• In 2013, focused on the contemporary woman

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Differentiating The Brand From CompetitorsMint-O (ITC)

• Initially positioned as an adult candy

• Faced stiff competition from Polo (Mint with a hole)

• New tagline: “All mint, no-hole”

• Repositioned again with slogans and tagline “Unusually Cool” and “Gol ki Boli Bol”

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Changed Market ConditionsHorlicks

• Initially positioned as substitute and additive to milk

• Changed marked condition: No more Scarcity of milk in India

• Repositioned as Energy giver

• Tagline: Taller, Stronger, Sharper34

Changed Market ConditionsMilkmaid

• Initially positioned as a whitener to tea and coffee

• Changed marked condition: No more Scarcity of milk in India

• Repositioned as topping for cakes

• Repositioned again as an ingredient of dessert recipes

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The Classic Case of Marlboro Filter Cigarettes

• Marlboro was initially a women’s cigarette brand with the tagline “Mild as May”

• Advertised as “Beauty Tips to Keep the Paper from Your Lips”

• Repositioned to Men’s cigarette after the cancer link but men were reluctant about being seen smoking a cigarette marketed to women

• The Marlboro Man(cowboy) was introduced to advertise and led to phenomenal increase in the company’s profits.

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Thank You

Any Questions?

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APPENDIX - AND A FEW MORE CASESIncreasing Relevance To Customers Omni

Lipton Yellow Label

Bournvita

Kelvinator

Increasing Occasion for Use Monaco

Burnol

Dettol Liquid

Odomos

Titan

Cadbury

Search for viable position Complan

Cocobery

Dettol soap

Centaur

Making Brand Serious Saffola

Cadbury 5-star

Reaction To Falling Sales Ambassador

Forhans

Brookebond Red Label

To Get New Customers Cinthol

Johnson&Johnson shampoo

Ray Ban

Dairy Milk

Vicks Vaporab

Red Eveready

Making Brand Contemporary Dabur Chywanprash

Femina

Vimal

Onida

Keo Karpin Hair Oil

Different from Competitors Mint-O

Changed Market Conditions Horlicks

Milkmaid

Lifebuoy

Miscellaneous Marlboro Filtered cigarettes38


Kelvinator

• Initially positioned as “The Coolest One”

• Later branded as the “Designed by Housewife” but it was unsuccessful

• Videocon acquired the brand and uses it as a flanker brand under the original tagline “The Coolest One is here”

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Titan Watches

• Initially, positioned as luxury watches for the rich and elegant

• Later, repositioned to gift and occasion watches with foreign brands coming in India

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Dabur Odomos

• Positioning: Indoor Mosquito Repellent

• Repositioning: Indoor & Outdoor mosquito repellent; in order to counter the advent of mosquito mats

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Increasing Occasions for UseCadbury Celebrations

• Cadbury brought out an assortment of chocolates for festive moments

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Cocoberry Yogurt

• Initially, positioned as substitute of ice-cream and other high-calorie desserts

• Repositioned as a breakfast substitute for the professionals and health enthusiasts

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To Get New CustomersGodrej’s Cinthol Soap

• Initially branded as a deodorant soap

• Later, repositioned as soap for macho men

• Repositioned again as soap for freshness

• In 2012, the company decided to reposition it as a premium, youth brand without its traditional masculine image

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Red Eveready Battery

• Focused on battery specifications initially

(Kuch to Hai extra)

• After repositioning, it focused on the brand image and the users

(Give me Red)

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Onida

• Neighbour's envy, owner's pride

• World's envy, India's pride

• Nothing but the truth

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Making The Brand ContemporaryFemina

• Before repositioning: Targeted at traditional women

• After repositioning: Today's contemporary woman

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Vimal

• Before repositioning: Only Vimal

• After repositioning: Look of 90’s

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Changed Market ConditionsLifebuoy (HUL)

• Initially positioned as a health soap to kill germs

• Changed Market Conditioned: Customers no longer longed for only germ-check soaps

• Repositioned as a freshness soap

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Repositioning - Redirecting to Google Groups

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