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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Purchase decision and Post purchase decision. Post purchase decision Purchase decision Evaluation of alternatives Information search Need recognition Figure: Buyer Decision Process For the age group of 18 to 30 years that Victoria’s Secret Pink line claimed to have targeted‚ they are probably the one of the most sensitive and passionate group for their fashion style. But in fact‚ Pink line is being shown stronger interests by girls younger than 18. Also‚ this under 18 age group is
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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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The Secret Kite is a story about a town controlled by the Taliban‚ and how the Taliban takes away all freedoms and joys in the town people’s lives. The main character‚ Mustafa‚ has a kite that he received for his birthday when he was a kid and has never been able to fly (the Taliban has banned kite flying) so‚ Mustafa decides that he is going to find a way to fly the kite so everyone can see. In the beginning of this short story‚ the Taliban has all the power. Everyone fears them and the townspeople
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burn‚ and march on in hopes of finding a better place‚ requires perseverance. To persevere one must be brave enough to push away the demons and have the courage to face them as well‚ this journey is one Chanda has experienced well. The book Chanda’s Secrets‚ by Allan Stratton‚ takes place in the city of Bonang‚ located in Africa. Within the city lives the Kabelo family who have suffered many unfortunate diseases‚ such as the taboo of AIDS. However‚ no matter their scenario‚ one family member‚ in particular
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full title · The Secret Life of Bees author · Sue Monk Kidd type of work · Novel genre · Bildungsroman (coming-of-age novel) language · English time and place written · 1997–2001‚ near Charleston‚ South Carolina date of first publication · 2002 publisher · Viking Penguin narrator · Fourteen-year-old Lily narrates the novel in retrospect‚ from the house where she now lives with the Boatwright sisters. point of view · Lily narrates the novel in the first-person‚ describing the events she experiences
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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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You Can Be Too Sexy By AMY MERRICK February 29‚ 2008; Page B1 In the year 2007‚ Victoria’s Secret an intimate apparel company reported an 8% drop in sales which has led the company to re-examine its strategies and focus of their market segment while considering diversifying their market segment through overhauling their brand image. The present image of Victoria secret has been described in many ways including; too sexy; for skinny people; teen oriented; flashy and uninspiring
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‘What really matters is what you believe.’ Decoding ‘the secret feminine’ in Dan Brown’s The Da Vinci Code Myths and symbols are very important in the development of a narrative. The authors use symbols to provide mysticism and to make the readers be interested in the development of the plot and to let the public decode the narrative style: “the world [is] a web of profoundly intertwined histories and events. The connections may be invisible… but they are always there‚ buried just
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