Repositioning MG 401: Marketing Management

A work of: Kartik Raj Rewar Shravan Poloju

(110020021) (120100081)

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What is Positioning? • A Marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the 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 competing brands

b.

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

c.

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

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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• Customers think that your brand is outdated and not established. 4

REPOSITIONING IN PRODUCT LIFECYCLE • In Maturity stage of product life cycle, product begins to look old and tired. • Repositioning can refresh product image, appeal existing consumer and attract new consumers

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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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REBRANDING Vs. REPOSITIONING • 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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REBRANDING Vs. REPOSITIONING • 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 11

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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Increasing Relevance to Customers Lipton Yellow Label Tea (HUL) • Initially positioned as “Exotic and Foreign” • Later branded as the “Exotic and Indian”

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Increasing Relevance to Customers Cadbury Bournvita • Taste • Nutrition (Extra Energy) • Sharp Mind (Tan ki Shakti, Man ki Shakti) • Bournvita Confidence (Confidence Kuch Kar Dikhane Ka) 14

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 15

Increasing Occasions for Use 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 16

Increasing Occasions for Use 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 17

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. 18

Search for a Viable Position in Market Centaur Hotels • Positioning: Hotel with Style • Repositioning: Hotel for Business Class

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Search for a Viable Position in Market Dettol 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 20

Making Brand Serious Marico’s Saffola Cooking Oil • Positioning: Good for Heart • Repositioning: Targeted at cholesterol management. Heart not Safe without Saffola.

• Taglines: Dil ka Haal Dil Jawan to Zindagi Alishan Young at heart 21

Making Brand Serious Cadbury 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 Sales Hindustan 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 Sales Wyeth’s Forhans • Positioning: Good for gums • Repositioning: Freshness • But even this failed to rejuvenate the brand and it was acquired by Anchor in 2007 24

Reaction to Falling Sales HUL’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” 25

To Get New Customers Johnson & 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 Tears 26

To Get New Customers 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 Customers Cadbury 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 Aaarambh 28

To Get New Customers Cadbury Gems • Like Dairy Milk, this too was repositioned to include adult segment as well

• Taglines: Raho Umarless

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To Get New Customers 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 sabko 31

Making The Brand Contemporary Keo 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 32

Differentiating The Brand From Competitors Mint-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” 33

Changed Market Conditions Horlicks • 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, Sharper 34

Changed Market Conditions Milkmaid • 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. 36

Thank You Any Questions?

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APPENDIX - AND A FEW MORE CASES Increasing Relevance To Customers Omni

Reaction To Falling Sales

Lipton Yellow Label Bournvita

To Get New Customers

Kelvinator Increasing Occasion for Use

Monaco Burnol Dettol Liquid Odomos Titan

Making Brand Contemporary

Cadbury Search for viable position

Complan Cocobery Dettol soap Centaur

Making Brand Serious

Different from Competitors Changed Market Conditions

Saffola Cadbury 5-star

Miscellaneous

Ambassador Forhans Brookebond Red Label Cinthol Johnson&Johnson shampoo Ray Ban Dairy Milk Vicks Vaporab Red Eveready Dabur Chywanprash Femina Vimal Onida Keo Karpin Hair Oil Mint-O Horlicks Milkmaid Lifebuoy Marlboro Filtered cigarettes 38

Increasing Relevance to Customers 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” 39

Increasing Occasions for Use 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 40

Increasing Occasions for Use Dabur Odomos • Positioning: Indoor Mosquito Repellent • Repositioning: Indoor & Outdoor mosquito repellent; in order to counter the advent of mosquito mats 41

Increasing Occasions for Use Cadbury Celebrations • Cadbury brought out an assortment of chocolates for festive moments

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Search for a Viable Position in Market 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 43

To Get New Customers Godrej’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 44

To Get New Customers 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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Making The Brand Contemporary Onida • Neighbour's envy, owner's pride • World's envy, India's pride • Nothing but the truth

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Making The Brand Contemporary Femina • Before repositioning: Targeted at traditional women • After repositioning: Today's contemporary woman

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Making The Brand Contemporary Vimal • Before repositioning: Only Vimal • After repositioning: Look of 90’s

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Changed Market Conditions Lifebuoy (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 49