The document provides a book review of "Repositioning" by Jack Trout. It summarizes the key points of the book, including that repositioning adjusts perceptions of a company and its competitors rather than changing people's minds. It involves focusing on a powerful differentiating idea. Repositioning may be needed due to changing customer needs, increased competition, or stagnating benefits. The review outlines difficulties in repositioning like changing consumer perceptions and the time it takes executives to implement changes.

1. Book review
on
Repositioning
Submitted By
Nilesh Holkar (36)
Nilesh Kalmegh(37)
Nisha Khera (38)
Nitish Tewary (39)
Omkar Banore (40)

2. Introduction
 “Repositioning” book is written by Jack Trout along
with Steve Rivkin
 It was published in the year 2010
 Jack Trout is one of the most famous marketing gurus
in the world
 Stratergies of the Companies like
Intel,IBM,AT&TandProcter&Gamble etc was
influenced by Jack Trout

3. What is repositioning
 Repositioning is how you adjust perceptions about you
and your competition and not about changing peoples
mind
 Be Focused on one powerful differentiating idea and
drive it into your consumers mind
 It is not about what you want to do but what your
competitors will let you do

4. Need for repositioning
 Changing customer needs
 Growing market competition
 Meet customer requrements
 Loss in companies sales
 Stagnant product benefits
 Emerging new technologies

5. Repositioning the competition
 When you go to attack your competitor, beware of
getting attack in return
 Find a weakness in the leaders strength and attack at
that point
 Its not about a price
 Repositioning a competitor in its place

6. Difficulties in repositioning
 Minds are hard to change
 Corporate ego
 Consumer memory
 Difficult to predict the result
 Time taken by the CEO to implement

7. Conclusion
 Create a differentiating idea over competitor and
project it in consumers mind
 The best way to really enter minds that hates the
complexity and confusion is to oversimplify your
message

8. THANK YOU