A Book Review: Positioning by Al Ries and Jack Trout
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Table of Contents
POSITIONING: A well-defined concept 3
IMPORTANCE TO MARKETERS 3
FIVE (5) IDENTIFIED POSITIONING STRATEGIES 4
Classic “multibrand” Strategy (p49, p97) 4 Broadening the name, product application and/or usage (p50) 5 Cherchez le creneau (p54) 5 Reposition the Competition (p61) 6 Reverse line extension Strategy (p112) 7
POSITIONING AND THE MARKET 7
Cadbury – India 7 Zipcar’s Statement 9 Lifebouy’s 107-Year Heritage 10
Your Ready. Your Set. But are you in the right Position? 11
INSIGHTS 12
BIBLIOGRAPHY 13
POSITIONING: A well-defined concept
Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind". Positioning is one of the important elements in corporate and brand image management; it is the process of creating a perception in the consumer’s mind regarding the nature of a company and its products relative to the competitors. Positioning is created by variables such as the quality of products, priced charged, methods of distribution and image and it is based on two elements: (1) the product’s standing relative to the competition and (2) how the product is perceived by consumers.
Effective positioning can be achieved in seven different ways: a. Attribute – product trait or characteristic that sets it apart from other products b. using competitors to establish position by contrasting the company’s product against others c. Use or Application positioning involves creating a memorable set of uses for a product d. Price-Quality relationship (ex. emphasizing high quality with low price) e. Product user positioning strategy distinguishes a brand or product clearly specifying who might use it f. by Product Class g. as Cultural Symbol
Basic approach
Table of Contents
POSITIONING: A well-defined concept 3
IMPORTANCE TO MARKETERS 3
FIVE (5) IDENTIFIED POSITIONING STRATEGIES 4
Classic “multibrand” Strategy (p49, p97) 4 Broadening the name, product application and/or usage (p50) 5 Cherchez le creneau (p54) 5 Reposition the Competition (p61) 6 Reverse line extension Strategy (p112) 7
POSITIONING AND THE MARKET 7
Cadbury – India 7 Zipcar’s Statement 9 Lifebouy’s 107-Year Heritage 10
Your Ready. Your Set. But are you in the right Position? 11
INSIGHTS 12
BIBLIOGRAPHY 13
POSITIONING: A well-defined concept
Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind". Positioning is one of the important elements in corporate and brand image management; it is the process of creating a perception in the consumer’s mind regarding the nature of a company and its products relative to the competitors. Positioning is created by variables such as the quality of products, priced charged, methods of distribution and image and it is based on two elements: (1) the product’s standing relative to the competition and (2) how the product is perceived by consumers.
Effective positioning can be achieved in seven different ways: a. Attribute – product trait or characteristic that sets it apart from other products b. using competitors to establish position by contrasting the company’s product against others c. Use or Application positioning involves creating a memorable set of uses for a product d. Price-Quality relationship (ex. emphasizing high quality with low price) e. Product user positioning strategy distinguishes a brand or product clearly specifying who might use it f. by Product Class g. as Cultural Symbol
Basic approach