Positioning The Battle of Your Mind: Al Ries, Jack Trout

POSITIONING THE BATTLE OF YOUR MIND
AL RIES, JACK TROUT
Positioning
Positioning is not what you do the product, it is what you do to the mind of the prospect It is incorrect to call the concept product positioning
What positioning is all about ?

The over communicated society
The per capita consumption of advertising in America is about 200$ a year The oversimplified mind
Advertising only the tip of communication iceberg Medium may not be the message You have to sharpen your message
The assault on the mind
The transmission traffic jam America consumes 57% of the worlds advertising Each new medium did not replace an existing medium rather they changed and modified all the previous media
The media explosion There is television commercials There is radio, AM & FM There is outdoor, posters & billboards
The assault on the mind
The product explosion 10,000 individual products or brands on display in U.S Even cigarettes have more than 175 brands
The advertising explosion Doctors, lawyers, dentist, accountant also advertise themselves 1,32,000 lawyers in US, today there are 4,32,000
Getting into the mind
The easy way into the mind Its better to be first You get there first & then be careful not give them a reason to switch
The product era In the 50s advertising was in the product era In the late 50s it became more & more difficult to establish USP
Getting into the mind

The image era
Image is more important in selling a product Success of few companies due to high noise level
The positioning era Create a position in the prospects mind IBM - the first company to build a computer positioning the mind of the prospect
Those little ladders in your head

The
You
human mind
see what you expect to see products and brands in the mind
Ranking The
product ladder
Those little ladders in your head

The
against position
The
uncola position
Positioning of a leader
Establishing
leadership Leaders should not try to drive their competitors out of the market. Leadership is your best differentiator.
Strategies
for maintaining leadership Use their short term flexibility to assure a stable long term future
Positioning of a leader
Covering
all the bets
Its better to be first. You get there first & then be careful not give them a reason to switch.
The Positioning of a Follower

Cherchez
The The
le Creneau
dangers of Me-too response Everybody trap
Repositioning the competition
Use of advertising to blast its way in the mind First move an old one out Undercutting an existing concept, product or person
Repositioning Pringles

$15 million fanfare from P&G The old- fangled brand Borden's wise
Fall of sales from 18% to 10%

Pringles changed its strategy to all natural Power of repositioning
Repositioning VS Comparative ads

Success and repositioning programs Comparative advertising
Psychological flaw
The pepsi challenge to coca-cola Failure to reposition the competition
The power of name
How to choose a name
Name that begins the positioning process

Products major benefits Name should not go over the edge
Choosing a name- to win you have to take chances

Best insurance for long term success
Using a meaningless name
The role of timing
First company with a new product or new idea Coca-cola Kodak Xerox
The No-Name Trap
Phonetic shorthand
Avoid usage of initials

Name of the company No shortcut to success The mind works by ear Name obsolescence Acronyms
The line-extension trap
Taking the name of an established product and using it on a new one Line extension through advertising and marketing community Inside out thinking Outside in thinking Prospects' point of view
Reverse line extension

Broadening the base Characteristics of broadening base strategy Eg. Johnsons baby shampoo Only baby shampoo promoted as an adult product too
Short term advantages

Creates easy and fast understanding Generates instant flash of sales Consumers arent necessarily buying it but retailers are
Long term disadvantages
Easy come easy go Eg:- Diet coke Levis for feet (shoe wear)
No independent products Blurs the effect of independent demand
Line extension tests

The
shopping list test The classic test for line extension

Bartender
test Addition to the shopping list test Receive what you ask for
Line extension work if..

Your competitors are foolish Your volume is small
You have no competitors

You dont expect to build a position in the prospects mind You dont do any advertising
Name of the company

Name plays an important factor.

For eg:- GREYHOUND is considered only as a bus company. Even though they want to be more than a bus company, they are unable to do so because of the name of the company.
Standing for something
Innovation For eg:- Ford has a better idea campaign Quality For eg:- TATA Safety For eg:- Mercedes
The Monsanto approach
Product leadership Eg:- IBM Business leadership Eg:- Reliance
Industry leadership
Positioning a service
Visual vs Verbal
Electronic mail The low cost telegram
The high-speed letter
Positioning a Long Island Bank
How
a bank successfully struck back when is territory was invaded by its giant neighbors from the Big City
Positioning the Catholic Church
Even institutions can benefit from positioning thinking An outline of the logical steps that could be taken to position the Roman Catholic Church
Positioning Yourself and your career
Find one specific idea to hang hat on

Make sure your name is right Working harder is not the answer working smarter is
The six horses

Find The
a horse to ride second horse to ride is your boss
The
The The The
third horse to ride is a friend

fourth Horse to Ride is an idea Fifth Horse to Ride is Faith Sixth Horse to Ride is Yourself
Six steps to Success

What Position do you own ? What Position do you want to own ?
Whom must you outgun ?

Do you have enough money ? Can you stick it out ?
Do you match your position ?
Playing the positioning game

Select
and use words that trigger the meanings you want to establish cope with change ,you have to take a long range point of view products objectively
To
Evaluate
Remember
that the simple ,straight forward and obvious idea works
Playing the positioning game

Use subtlety Be wiling to sacrifice
Patience pays
Maintain a global outlook
Compiled by

Nikita Keny Priyanka Patil Neha Murali
136 164
Shino Baby
Krishna kumar Yadav

Positioning The Battle of Your Mind: Al Ries, Jack Trout

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POSITIONING THE BATTLE OF YOUR MIND

AL RIES, JACK TROUT

What positioning is all about ?

The assault on the mind

The assault on the mind

Getting into the mind

Getting into the mind

Those little ladders in your head

Those little ladders in your head

all the bets

The Positioning of a Follower

dangers of Me-too response Everybody trap

Repositioning the competition

Fall of sales from 18% to 10%

Repositioning VS Comparative ads

Success and repositioning programs Comparative advertising

The power of name

How to choose a name

Name that begins the positioning process

Choosing a name- to win you have to take chances

Using a meaningless name

The role of timing

The No-Name Trap

Avoid usage of initials

The line-extension trap

Reverse line extension

Short term advantages

Long term disadvantages

Line extension tests

shopping list test The classic test for line extension

Line extension work if..

Your competitors are foolish Your volume is small

You have no competitors

Name of the company

Name plays an important factor.

Standing for something

The Monsanto approach

Product leadership Eg:- IBM Business leadership Eg:- Reliance

The high-speed letter

Positioning a Long Island Bank

Positioning the Catholic Church

Positioning Yourself and your career

Find one specific idea to hang hat on

The six horses

a horse to ride second horse to ride is your boss

third horse to ride is a friend

Six steps to Success

What Position do you own ? What Position do you want to own ?

Whom must you outgun ?

Do you match your position ?

Playing the positioning game

that the simple ,straight forward and obvious idea works

Playing the positioning game

Use subtlety Be wiling to sacrifice

Nikita Keny Priyanka Patil Neha Murali

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