Product RE-Positioning
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The PPT gives practical examples of a few products which re positioned by their companies and how they got back to conquer the market. Focuses on the core concept of PRODUCT RE-POSITIONING in the marketing domain.
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Repositioning strategies
Generic Brand Repositioning Strategies
1. Image repositioning.
2. Product repositioning.
3. Intangible repositioning.
4. Tangible repositioning.
Repositioning
Repositioning is defined as changing a brand's status compared to competitors according to market demands and customer needs. It occurs in response to changing customer needs, growing competition, stagnant product benefits, and new technologies. The process of repositioning involves 4 phases: 1) determining the current brand status, 2) understanding how consumers perceive the brand today, 3) developing new brand positioning platforms using marketing research, and 4) refining and communicating the new positioning across departments to align efforts. Dettol, an antiseptic liquid, expanded its uses to increase sales, such as for shaving, washing babies' clothes, and illness care.
Branding and packaging
Brands are an integral part of our lives that go beyond just distinguishing products. They give products meaning and benefits to consumers like identification, practicality through repurchasing, quality guarantees, and ensuring the best option for their needs. Managing brands over time requires considering how many are needed, keeping them up to date, extending them geographically in a coherent way, and measuring their value as important assets.
Brand Planning
In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Product mix
Product mix refers to the total number of product lines offered by a company to customers. There are four dimensions of a company's product mix: width, length, depth, and consistency. Width is the number of product lines, length is the total number of products across lines, depth is the variations of each product, and consistency is how closely related the product lines are. A company's product mix evolves over time as it starts with basic products and diversifies into new industries and product lines.
Product and brand management ppt
This document discusses various concepts related to products and product management. It begins by defining what a product is and categorizing products as tangible or intangible goods and services. It then discusses key product attributes and classifications such as consumer versus business products, durable versus non-durable goods, and convenience, shopping, specialty and unsought products. The document also covers topics like a company's product mix, width, length and depth. It discusses factors that influence changes to a product mix and outlines the new product development process in 7 steps. Finally, it provides an overview of a product's life cycle stages from development through decline and the associated marketing objectives and strategies at each stage.
Branding Architecture and Brand Portfolio - Introduction to Branding
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Brand repositioning
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Recommended
Repositioning strategies
Generic Brand Repositioning Strategies
1. Image repositioning.
2. Product repositioning.
3. Intangible repositioning.
4. Tangible repositioning.
Repositioning
Repositioning is defined as changing a brand's status compared to competitors according to market demands and customer needs. It occurs in response to changing customer needs, growing competition, stagnant product benefits, and new technologies. The process of repositioning involves 4 phases: 1) determining the current brand status, 2) understanding how consumers perceive the brand today, 3) developing new brand positioning platforms using marketing research, and 4) refining and communicating the new positioning across departments to align efforts. Dettol, an antiseptic liquid, expanded its uses to increase sales, such as for shaving, washing babies' clothes, and illness care.
Branding and packaging
Brands are an integral part of our lives that go beyond just distinguishing products. They give products meaning and benefits to consumers like identification, practicality through repurchasing, quality guarantees, and ensuring the best option for their needs. Managing brands over time requires considering how many are needed, keeping them up to date, extending them geographically in a coherent way, and measuring their value as important assets.
Brand Planning
In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Product mix
Product mix refers to the total number of product lines offered by a company to customers. There are four dimensions of a company's product mix: width, length, depth, and consistency. Width is the number of product lines, length is the total number of products across lines, depth is the variations of each product, and consistency is how closely related the product lines are. A company's product mix evolves over time as it starts with basic products and diversifies into new industries and product lines.
Product and brand management ppt
This document discusses various concepts related to products and product management. It begins by defining what a product is and categorizing products as tangible or intangible goods and services. It then discusses key product attributes and classifications such as consumer versus business products, durable versus non-durable goods, and convenience, shopping, specialty and unsought products. The document also covers topics like a company's product mix, width, length and depth. It discusses factors that influence changes to a product mix and outlines the new product development process in 7 steps. Finally, it provides an overview of a product's life cycle stages from development through decline and the associated marketing objectives and strategies at each stage.
Branding Architecture and Brand Portfolio - Introduction to Branding
Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbrella. Under this topic,
Brand repositioning
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Promotional mix
The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.
Brand Repositioning
Marketing positioning is the process by which marketers try to create an identity for a brand in the minds of customers. Repositioning involves changing this identity relative to competitors. Reasons for repositioning include responding to competition, increasing slow sales, clarifying the brand message, boosting company value, and attracting new customers. Repositioning can strengthen competitive position, improve sales, better target the market, align with customer needs, and generate media attention through various approaches like emphasizing celebrity endorsements, changing target segments, symbolism, moving up-market, expanding niches, or overhauling brand image.
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This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
chap.13 Managing brand overtime
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Budget and comm.
The document outlines the framework and process for developing an advertising plan and budget. It begins with a situation analysis to understand the brand, market, and competitors. This informs the marketing programme which determines the role of various marketing mix elements including advertising. The advertising plan includes setting objectives, messages, media strategy and tactics, and implementation. Budgeting approaches can be top-down like percentage-of-sales or bottom-up based on specific communication tasks. Models like DAGMAR provide frameworks for setting measurable objectives at different stages from awareness to action.
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This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
Brand hierarchy
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
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2. It provides examples to illustrate each criterion, such as a healthcare brand using images of green leaves and greenery to represent its herbal products in a meaningful way.
3. The criteria are intended to help providers choose brand elements that will earn positive customer relationships and recognition by taking into account what resonates with consumers.
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- Brand equity refers to the added value that a brand name gives to a product. It is the incremental utility or value added to a product by its branding.
- There are several models for measuring brand equity, including the Brand Asset Valuator model, BrandZ model, and Brand Resonance model. These models measure factors like brand differentiation, relevance, esteem, knowledge, and the emotional connection customers have with the brand.
- Building strong brand equity provides many advantages for companies like greater customer loyalty, less vulnerability to competition, larger profit margins, and more elastic customer response to pricing changes.
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This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
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chap.13 Managing brand overtime
This document discusses strategies for managing brands over time, including reinforcing and revitalizing brands. It emphasizes maintaining brand consistency through consistent marketing support and protecting sources of brand equity. Revitalizing strategies include expanding brand awareness through increased usage opportunities and improving brand image by repositioning, changing brand elements, tapping into existing equity, or creating new equity. Entering new markets is also proposed as a revitalization option. Adjustments like brand migration, acquiring new customers, and retiring brands are reviewed.
Budget and comm.
The document outlines the framework and process for developing an advertising plan and budget. It begins with a situation analysis to understand the brand, market, and competitors. This informs the marketing programme which determines the role of various marketing mix elements including advertising. The advertising plan includes setting objectives, messages, media strategy and tactics, and implementation. Budgeting approaches can be top-down like percentage-of-sales or bottom-up based on specific communication tasks. Models like DAGMAR provide frameworks for setting measurable objectives at different stages from awareness to action.
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Brand hierarchy
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
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1. The document outlines six criteria for selecting effective brand elements: memorable, meaningful, likeable, transferable, adaptable, and protectable.
2. It provides examples to illustrate each criterion, such as a healthcare brand using images of green leaves and greenery to represent its herbal products in a meaningful way.
3. The criteria are intended to help providers choose brand elements that will earn positive customer relationships and recognition by taking into account what resonates with consumers.
Chapter 5 Product Strategy
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- Brand equity refers to the added value that a brand name gives to a product. It is the incremental utility or value added to a product by its branding.
- There are several models for measuring brand equity, including the Brand Asset Valuator model, BrandZ model, and Brand Resonance model. These models measure factors like brand differentiation, relevance, esteem, knowledge, and the emotional connection customers have with the brand.
- Building strong brand equity provides many advantages for companies like greater customer loyalty, less vulnerability to competition, larger profit margins, and more elastic customer response to pricing changes.
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A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
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The document discusses key concepts in product management including the concept of a product, product life cycle, new product development process, branding, packaging, and labeling. It defines a product as anything that can be offered to a market for attention, acquisition, use or consumption according to Philip Kotler. It outlines the stages of the product life cycle as introduction, growth, maturity, and decline. The new product development process involves idea generation, screening, business analysis, product development, testing, and commercialization. Branding, packaging, and labeling are important elements of product strategy that help identify and differentiate products in the marketplace.
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The document outlines the new product development process, which consists of 8 main steps: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, 7) market testing, and 8) commercialization. It describes each step in the process, from generating initial product ideas to testing concepts with customers to ultimately launching the new product commercially. The goal of the new product development process is to successfully introduce innovative products to the market that satisfy customer needs.
Chapter 13 store layout design
This chapter discusses store layout and design. It covers topics such as store layout management, store planning, fixtures and merchandise presentation, store design, and visual communication. The key objectives of store layout management are to create a positive store image and maximize space productivity. Store planning involves floor planning, allocating space efficiently, designing traffic flow, and preventing shrinkage. Fixtures, merchandise presentation, lighting, and other design elements are also discussed as ways to influence customers' shopping experience.
Product and brand management
This document discusses key concepts in product and brand management including definitions of products, brands, product levels, product mix, new product adoption process, diffusion of innovation, brand architecture, and the product management process. It provides details on consumer and industrial products, the customer value hierarchy, width, length and depth of product mix, and the different types of adopters in the diffusion of innovation curve.
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Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
Product and Brand Management
This document provides an overview of product and brand management. It defines what a product is, discusses different types of products including consumer and business products. It also covers key product management concepts like the core benefit of a product, different levels of a product from the expected to the potential product, and strategies for managing a product portfolio including product line extensions and stretching a product line.
MANAGING BRANDS OVER TIME
Concept of Brand, Brand Evolution, Brand Hierarchy, Brand
Image, Brand Identity – Perspectives, Levels & Prism.
Brand Personality, Brand Positioning, Brand Repositioning,
Brand Equity, Types of Branding – Product, Line, Range,
Umbrella & Endorsement Branding.
Brand Creation, Brand Product Relationship, Brand
Portfolio, Brand Elimination, Brand Revitalization
Managing Brands, Brand Extensions, Financial Aspects of
Brands
Branding in different sectors – Retailers, Industrial, Services,
& high-tech products.
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Formulating a strategic marketing planning for maggi
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Brand is forever
A BRAND IS FOREVER! A FRAMEWORK FOR REVITALIZING DECLINING AND DEAD BRANDS
2. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
3. REVIVAL OF A DEAD BRAND  neither the lifespan of a brand nor its ultimate destiny is predetermined  But, brand decline is a reversible process  Ex: Harley Davidson and ford after facing great competition lost their hold still regained their status because of their brand value.
4. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
5. DECLINE AND DEATH OF BRANDS Brand equity framework: The differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity, and consumer brand knowledge can be characterized in terms of brand awareness and brand image dimensions A brand with strong equity has high awareness and consumers hold strong, favourable, and unique brand associations
6. DECLINE AND DEATH OF BRANDS Pan am and Oldsmobile (general electrical) examples illustrate that even well-known brands can decline as a result of a wide variety of factors.
7. CAUSES OF BRAND DECLINE Product life cycle (PLC) framework: identifies four stages: introduction, growth, maturity, and decline. It uses sales to define the stages of the life cycle, which in turn are used to predict sales. Different forces leads to brand’s evolution • Managerial actions • Environmental factors • Competitive actions
8. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Brands often decline because of leadership, management, and employees making excuses rather than acting with integrity Managerial actions which can cause this are: product quality, price increases, price cuts, brand neglect, and inability to stay with the target market.
9. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Product quality: When compromises in product quality for cost-cutting reasons • do not impact brand loyalty in the short run, • managers mistakenly conclude that consumers are willing to accept or live with the change. • At some point when customers’ experiences with the brand do not live up to their expectations, • the brand starts to decline.
10. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price increases : If a company continues to raise prices without offering a corresponding increase in benefits, sooner or later consumers will start to abandon the brand. Volkswagen launched golf but was unable to control costs and had to keep raising prices, until it effectively drove itself out of the entry-level segment where it had once been a leader
11. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price cuts: When a company cuts prices in desperation to increase
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This strategy was presented at my NYU’s Business Leadership class, where we were tasked with analyzing the company’s current leadership and provides our recommendations for a new sustainable strategic approach.
After years of isolating their customers and employees, resulting in industry irrelevance and financial decline, this strategy would bring this American staple brand back to retail prominence. This proposal is meant to take place shortly after Ron Johnson’s departure, prior to the recent growth JC Penney has seen in Q4 ’13.
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Mcdonalds (1)
McDonald's began in 1940 as a barbecue restaurant operated by the McDonald brothers in California. It was reorganized in 1948 as a hamburger stand using production line principles. In 1955, Ray Kroc franchised McDonald's from the brothers and established it as the world's first McDonald's restaurant. Over the following decades, McDonald's grew to over 34,000 restaurants globally by focusing on consistency, innovation, resiliency, and maintaining goodwill while delivering quality, service, cleanliness, and value. However, challenges include health concerns, competition, and maintaining its core values during expansion.
McDonald's case study
McDonald's began in 1940 as a barbecue restaurant in California. It was franchised in 1955 and became the world's first McDonald's restaurant. Over the following decades, McDonald's grew rapidly through consistency in quality, service, cleanliness and value. However, expansion caused it to lose focus temporarily. More recently, McDonald's has increased revenues through innovation like mobile ordering, drive-thrus, and healthier options. Going forward, maintaining brand equity and reducing health risks will help McDonald's continued success globally.
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Brand Study I Positioning I Reposition
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Repositioning means company sees a decrease in sales over time and/or major changes coming down the line, they know it is time to implement changes within the company. Brand repositioning is when a company changes a brand's status in the marketplace. This typically includes changes to the marketing mix, such as product, place, price and promotion. Repositioning is done to keep up with consumer wants and needs.
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McDonald's Mini Case
The document summarizes the history of McDonald's from its founding by Richard and Maurice McDonald through its purchase and expansion by Ray Kroc. It discusses McDonald's efforts to build brand equity through focused branding, trademarks, and slogans. It also outlines some challenges McDonald's faced with rapid overseas growth including untrained employees and dirty restaurants that led to dissatisfied customers. The document then summarizes McDonald's brand revitalization efforts through cheap menu options and adaptations like McCafe that helped fuel a powerful comeback.
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Product RE-Positioning
- 1. Marketing Management CIA 1 Adnan Khan1727102 Aman Rastogi 1727105 Prachi Ahuja 1727152 Roopam Randhawa 1727159
- 2. Product
- 3. What is product repositioning ? • Repositioning is defined as altering the position of a brand or product in the minds of the customer relative to the offerings of the competitive product. • It is a very subtle and difficult process as the brand needs to change the target market's understanding of the product.
- 5. • Battle obsolescence • Evaluate the market • Review business mix • Identify gaps • Realign
- 6. MARLBORO MAN Analyze the area of demand.
- 8. Competition leads to repositioning Same product and target market, change in the image of the product
- 9. Kellogg’s repositioned it’s special K into biscuits
- 10. Change in packaging Tropicana underestimates their customers' attachment to a classic.
- 11. OLD is GOLD
- 12. Change of logo comes at cost Pepsi's new logo cost them $1 million to develop
- 13. Cadbury Use a trusted celebrity to regain the publics trust.
- 14. Tagline matters
- 15. Old Spice is not just for OLD men
- 16. Nestle Milkmaid repositioned from milk whitener
- 17. Burberry Brands can be successfully revamped by adapting current styles while celebrating its history.
- 18. McDonald’s Pay attention to what the public says about you and respond with products and services that counteract those accusations.
- 19. Zandu Balm The desi ointment got its three minutes of glory, thanks to Bollywood blockbuster Dabangg.
- 20. Harley Davidson Support your brand with a high-performing product and weed out inefficient management. "Be aware of controls that are barriers to effectiveness,"
- 21. Apple A host of innovative new products, and a series of marketing and advertising campaigns
- 22. Dr. Pepper
- 23. Conclusion •The company may have acquired new resources and competencies enabling it to modify the product so that it serves the target market better. •Repositioning can click can also bite the dust • Repositioning can be done using logos, slogans, celebs, packaging, change in the line of products etc. •Thus repositioning is extremely crucial for a brand.