re positioning book review, pgdm i yr(b)

8/2/2019 Re Positioning Book Review, Pgdm i Yr(b)

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BOOKREVIEW

By:

Sakshi Chawla (99)


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POSITIONING: How you

differentiate yourself in the mind ofthe consumer.

REPOSITIONING: How you re-adjustthe way you differentiate

yourself (or your competitor) in themind of the consumer.


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To cope up with 3 cs

COMPETITION

CHANGE

CRISES


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THE FOUNDATION

Mind cant cope, it hates confusion, losefocus

RISE OF COMPETITION

The Choice Industry

REPOSITIONING THE COMPETITION

Find weakness in Competitors

& Attacking by setting up a positive.


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Minds Cannot

Cope UpWith Change

The Mind &

PurchaseDecision


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Too Complex Much Simpler


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Excellent

Marketing

Muddled

Marketing


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Simplified Message


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Take Care When Attacking


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Apple attacked Microsoft


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Change Happens; Evolution is realityChanging Technology, Name, Distribution

Bigger they are, Harder they changeBig doesnt attack itself, Why things gowrong.

When not to evolve

Growth trap, Latest trap, Matter of

Perspective, Specialist Weapon


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Change in Name

Shrewd Repositioning


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Technological Change


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Distribution Strategy

Party Only Player Household Tiffin Boxex


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One ProductOne BenefitOne Message


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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


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Concept

Reliability Drivability Safety Engineering

Trying to be everything foreverybody


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Avoid a Competitor Strength &Exploit its Weakness

Little Kids Place Grown Up Place


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Differentiating Ideas

Low Price


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Do something Special

Nikes Foot Locker withTuned Air

more airline for themoney.

Work hard. Fly right.


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The PC Empire Strikes Back


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Repositioning takes time

Repositioning is not for meek

Repositioning begins & End with the

CEO

Repositioning is Obvious


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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 aboutwhat your competitor will let you do.


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Find a weakness in the leaders strength, notfind the leaders weakness.

The most popular way to evolve is to use newideas to update your brand. Another way tokeep a product relevant is to add a service.

Market leaders have to be willing to attackthemselves with a better idea. If they dontreposition themselves, someone else will do itby hanging a negative on them.

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


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Try not to over research or

overthink your positioning orrepositioning strategy. Simple

and obvious will do the trick.

Thank You

re positioning book review, pgdm i yr(b)

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