Strategic Brand Management Brand Positioning and Repositioning B.U.Deepankar PGP13077 IIM Kashipur A. Positioning – Introduction Positioning is to identify and establish the points of parity and points of difference for the right brand identity and brand image. Brand positioning is an important concept and is at the heart of the marketing strategy. It is the act of designing the company’s offer and its image so that it occupies the mind space of the consumer in a distinct way and has a value that
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Positioning the Tata Nano – Case Memo Introduction: Tata Motors Limited (TML)‚ a part of Tata group‚ a highly respected conglomerate has a product that will revolutionize the way India travels. The team was successful in delivering a car that meets the goal price of 1 lakh rupees. People welcomed it with high pre bookings and initial sales. But it has been found that the car didn’t hit the target market. The initial excitement faded away leading to drastic downfall in sales. We have analyzed the
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Chapter Crafting the Brand Positioning This chapter illustrates how a firm can choose an effective positioning in the market and differentiate its brand. It describes the various strategies a firm can employ at each stage of a products life cycle and finally shows the implications of Market evolution for marketing Positioning: Positioning is the act of designing the company’s offering and image to occupy strategies. Developing and Communicating a Positioning Strategy Category Membership:
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Red Bull Brand Survey A true understanding of brand positioning comes only after getting the consumers’ insights‚ opinions‚ feedback‚ and vision of a product. To get those I hosted an online survey on http://www. Surveymonkey.com and shared it with my friends‚ which are potential and current customers of Red Bull: most of them are current students or recent college graduates‚ 20-30 y.o. The selected questions for survey were: 1. Are you male or female? 2. What is you #1 choice when you
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How to Write a Brand Positioning Statement The Power of 3 Words First words on the subjects goes to Branding expert and author Jack Trout who advocates the simplest brand positioning strategy possible. He believes that the best and most successful brands occupy very specific positions in consumers minds‚ and those positions can be translated into a brand positioning statement of no more than three words. He wrote a post on Branding Strategy Insider where he said: “I have never seen a great
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Letter of Transmittal To Ed Pryor- VP‚ Sales Harold Whistler- VP‚ Design & Development Tony Barren- Director‚ Production From Emma Richardson- Executive Vice President Date 17/03/2008 Subject: Pricing strategy & viability of “Project Aerial” Enclosed report deals with the launching price problem being faced by TerraCog for its forthcoming GPS product Aerial‚ different options that are available to the company‚ selection criteria for evaluation and proposed solution along with action plan
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Policy making now‚ more aptly‚ simply describes the development of organizational policies. Some policies appertain at the highest levels and are essential elements of the organization’s strategy. But‚ the vast majority of policies apply at lower levels and are operational in nature. Policymaking is the act of creating laws or setting standards for a government or business. Policy also provides the framework and sets the parameters for planning. The purpose of public planning is to outline how
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Central Theme: In Positioning: The Battle for your Mind‚ the authors Al Ries and Jack Trout develop on the idea of communication. In marketing‚ communication is the key factor to advertise the product or brand to the consumer base‚ and the effectiveness of that communication will determined whether or not the message has been heard by the prospective consumers. The authors approach idea of communication with the goal of establishing the image or identity of a product so that consumers perceive it
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commentators blame the Internet as the sole cause‚ while others point to value differences between the price of an album and the price of a single as too much. Likewise‚ some commentators criticize the heavy pre-release promotion of new songs‚ the targeting of ever-younger markets by pop acts‚ and the explosion of digital television music channels as root causes of the single’s demise. The day when the typical record buyer browses through rows of shelves for a much sought-after band or song on a Saturday
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Common Strengths The strong branding of the two companies make them one of the most successful brands in the world. Extensive experience in marketing in different market segments and is two of the best marketers in the world. Known for its diverse brand portfolio. The companies are able to customize their global products and brands according to the local preferences. Significant scales of scope and economies in their operations Access to global resources and synergy of resources and operations
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