Beruflich Dokumente
Kultur Dokumente
Positioning
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Milkmaid
Started as Tea Whitener Did not click As a topping on pudding Did not click Finally clicked as base for dessert
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11
Launches in 89 Positioned as ultimate in luxury Only luxury car Launch of Esteem in 94 More luxurious than Maruti 1000 Is it now Ultimate in luxury Sales dipped Customer confused Repositioned as Affordable luxury
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12
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14
Dove soap
Contains moisturizing cream
Positioning
18
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19
Nestle Milkmaid
Positioned as a base for dessert preparation.
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20
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21
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22
Hero Honda
Four Stroke, fuel efficiency Claimed as the leader in fuel efficiency Fill it, shut it, forget it
Livon
After hair wash oil Smooth and silky hair
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23
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24
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25
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26
Conformance
Product Differentiation Tools
Design Style
Durability
27
Customer consulting
Customer training
Installation
Delivery
Miscellaneous
Positioning 28
Competence
Responsiveness
Credibility
Courtesy
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Communication
Reliability
29
Atmosphere Events
30