Beruflich Dokumente
Kultur Dokumente
Presented by:
Shristi (seat- 73) Gagan (seat- 57) Kshitij (seat- 59) Binu (seat- 13) Neeraj (seat- 50) Aritra (seat- 51) Raghav (seat-19 ) Nandhini (seat- 03)
CHAPTER 1
POSITIONING
Not about a product. Mind of the prospect. Not create something new and different Manipulate what is already there in the mind.
CHAPTER 2
ASSAULT ON MIND
Media Explosion. Product Explosion. Advertising explosion.
CHAPTER 3
GETTING INTO MIND
When to enter. Product era, Image era.
CHAPTER 4-5
THOSE LITTLE LADDERS IN YOUR HEAD First, if your company is not the first, then it has to be the first to occupy the No. 2 position. Second, the classic positioning strategy is to find your own way onto a ladder owned by someone else. Third, successful positioning requires consistency.
CHAPTER 6
Positioning of a Leader If your company owns a position, there is no point in running the advertisement. Keeping the leadership position is reinforcing the original concept of company. You should not be carried away with your past success. You should introduce new brand in the market but no change the original positioning.
CHAPTER 7-8
Positioning of a Follower
Look for the holes that have not been touched by anyone yet. Differentiate your position from the leader
Chapter 9
Divide the market into small segment and develop a new product for each segment with newer brand and name rather than playing with a single product with single name for many years. With fewer brands Procter & Gamble does twice as much business and five times as much profit as Colgate-Palmolive.
Dont attach your name with something well-known. You need to give a newer name.
line-extension has some advantages but only in short-run. In Long term, there are many disadvantages: Line extension names are easily forgettable. Person should be able to recall the names with same brand. When there are no brands or weak brands, you can use lineextension strategy. But as competition arrives, you are in trouble.
Chapter 14
Positioning a company
Company can use the strategy of Third-leg. Example : Xerox has the opportunity to put another technological word Lasography to create broader mental position which includes next generation products relating to communication output in office.
QUESTIONS
What do you mean by positioning? How can you position your companys products and services? What are the various marketing and positioning strategies depicted in the book? What are your learning from the book?