Black Cat South Africa
Repositioning Black Cat Peanut Butter
Table of Contents 1.INTRODUCTION ............................................................................................................................ 1 2. UNDERSTANDING REPOSITIONING ....................................................................................... 2 3. PHASES OF BRAND REPOSITIONING ..................................................................................... 3 3.1 PHASE I—DETERMINING THE CURRENT STATUS OF THE BRAND ................................................... 3 3.2 PHASE II—WHAT DOES THE BRAND STAND FOR TODAY? ............................................................... 3 3.3 PHASE III—DEVELOPING THE PRODUCT POSITIONING PLATFORMS .............................................. 4 3.4 PHASE IV—REFINING THE BRAND POSITIONING AND MANAGEMENT PRESENTATION ............. 5 4.CONCLUSION .................................................................................................................................. 6 LIST OF REFERENCES ................................................................................................................... III
II
1.INTRODUCTION The development and introduction of new products is always associated with high risks. Experience has shown that at least 6-7 out of 10 products are so called Flops. So they fail in the market. This high flop rate appears not as a law, because the causes are either purely random from specific innovation or tactic. If you try to slot your brand into a market or mind position already taken by a competitor, you face a
Table of Contents 1.INTRODUCTION ............................................................................................................................ 1 2. UNDERSTANDING REPOSITIONING ....................................................................................... 2 3. PHASES OF BRAND REPOSITIONING ..................................................................................... 3 3.1 PHASE I—DETERMINING THE CURRENT STATUS OF THE BRAND ................................................... 3 3.2 PHASE II—WHAT DOES THE BRAND STAND FOR TODAY? ............................................................... 3 3.3 PHASE III—DEVELOPING THE PRODUCT POSITIONING PLATFORMS .............................................. 4 3.4 PHASE IV—REFINING THE BRAND POSITIONING AND MANAGEMENT PRESENTATION ............. 5 4.CONCLUSION .................................................................................................................................. 6 LIST OF REFERENCES ................................................................................................................... III
II
1.INTRODUCTION The development and introduction of new products is always associated with high risks. Experience has shown that at least 6-7 out of 10 products are so called Flops. So they fail in the market. This high flop rate appears not as a law, because the causes are either purely random from specific innovation or tactic. If you try to slot your brand into a market or mind position already taken by a competitor, you face a
References: 4.Tigerbrand, 2011.