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BRAND POSITIONING
AND REPOSITIONING
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It’s all consumers perception
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3/20/2010

KRITI -Roll No.19 -RETAIL MGMT. 3RD

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SEMESTER

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Positioning is a marketing concept relating to a process of creating
an image of the product in the minds of the consumer or in other
words create a niche market for itself.

Repositioning is changing the position of the product in the market/

consumer’s mind

The desired question is why companies need positioning and

repositioning, as the likings and tastes of the people changes with the
passage of time, we can quote here that

chocolates are the stuff liked by the kids, but Dairy Milk realized that
adults do like chocolates, but are forbidding eating it because of
conventional thinking, so it come up with its advertisement where a
girl of 20’s breaking into a jig in the middle of an overflowing stadium,
positioning it for adults doing crazy things, and included adults into
eating its chocolates.

Once the loyal customer of a certain confectionary shop no longer

goes to that store instead. The simple reason is that today’s customer
wants revitalizing experience from wherever she is going to get, so she
is looking for new retail outlets and the hyper stores which come in the
neighborhood to give the customers all value added services which
customers value the most.

So this is the reason why companies are trying hard to remain fresh in
the minds of customers, we see the advertisements of Sunsilk where it
started as the most preferred brand to now where a large number of
its competitors hogging up sales, it later positioned itself at ‘Life can’t
wait’ to present Sunsilk Co-creations to give a feel to its consumers to
buy a quality product.

Coca-Cola Classic is the best example of repositioning, once the

company thought of switching to New Coca- Cola , there the taste was
same , it was just the change in the container and design of Coca Cola
which provoke the consumer and it again repositioned itself as Coca
Cola- the real thing(from where it started)
Marlboro is a cigarette Brand , where it was portraying it with the
macho man drinking cigarette, later it started showing New Marlboro
Menthol Green and it was emphasizing to women, but when the sales
started plunging, later it repositioned it to cowboy image(from where it
started)

Xerox stared up with Xerox Copier, it later expanded itself to Xerox

Computers where it miserably failed, then at the later time it
repositioned itself to The Document Company. Presently it has such an
impact on global audience that people started calling Photostat as
Xerox.

Airtel started its cellular services in India when having cellphone was
just an aspiration and it was for the business class and for the upscale
people. With the changing in the rules and lowering tariffs, it started
catering to the middle class and poor people as well, so it changed its
strategy to ‘Touch Tomorrow’ and at present ‘Express Yourself’ where
it is tuning into Rehman’s tune and this one is the most downloadable
ringtone by the consumers.

Hutch another cellular company started its operations in India from

1995, with its coloring schemes implied on the logos, to give the brand
a refreshing feel, later it switched to pug ‘Wherever you go, our
network follows, to Magic box, cricket updates, devotional services,
Hutch Live, to presently the Zoozoos. It was able to position itself from
its beginning till now, the current advertisement (O &M) is rated on
higher recall rates by the customers across India, and it helped it to
increase its sales by repositioning itself.

And last but not the least is the Tata Company whose punchline is
‘Trust with Integrity’ is into Titan watches which positioned itself to the
middle aged men and women. As we know that India is a young
country. So it repositioned itself to the young population of India
through its recent brands Titan Eye for shades and glasses and
FastTrack for watches.

So repositioning is like a lease of life for the companies which are

towards the downward slide and the companies want to reinvent
themselves so to attach the customers in its fold for longer and for the
purpose of profit maximization.