Book Review on positioning

7/29/2019 Book Review on positioning

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POSITIONING- THE BATTLE FOR YOUR MIND

(AUTHOR AL RIES AND JACK TROUT)

Presented by:

Shristi (seat- 73)

Gagan (seat- 57)

Kshitij (seat- 59)

Binu (seat- 13)

Neeraj (seat- 50)

Aritra (seat- 51)

Raghav (seat-19 )

Nandhini (seat- 03)


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CHAPTER 1

POSITIONING

Not about a product.

Mind of the prospect.

Not create something new and different

Manipulate what is already there in the

mind.


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INTRODUCTION OF THE BOOK

Life has transformed from stone age to

Information age.

We have different means of expressing our

views.

But why even today we are facing

communication problems.

We hope this book will help you in finding

your answer..


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CHAPTER 2ASSAULT ON MIND

Media Explosion.

Product Explosion.

Advertising explosion.

CHAPTER 3

GETTING INTO MIND When to enter.

Product era, Image era.


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CHAPTER6

Positioning of a Leader

If your company owns a position, there is nopoint in running the advertisement.

Keeping the leadership position is reinforcingthe original concept of company.

You should not be carried away with your past

success. You should introduce new brand in the market

but no change the original positioning.


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CHAPTER 7-8

Positioning of a Follower

Look for the holes that have not been touched byanyone yet.

Differentiate your position from the leader

Repositioning the competi tion

A name that tells what benefits your product

gives. A good name can be the best insurance for your

long-term success.


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Chapter 9

The power of the name

the great influencing power.

a name that tells the prospect what benefits your

product gives.

name should be generic, it should not hide theorigin of the product and unless you are famous,

you must keep your full long and digestive name.


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Chapter 12: The L ine-Extension trap Line extension is taking the name of established product and

using it on a new one.

the line-extension works against the generic brand positionand destroys it is superiority and uniqueness that prospectsmind had earlier.

Chapter 13: When the L ine-Extension can work line-extension has some advantages but only in short-run. In Long term, there are many disadvantages:

Line extension names are easily forgettable.

Person should be able to recall the names with same brand.

When there are no brands or weak brands, you can use line-extension strategy. But as competition arrives, you are introuble.


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Chapter 14

Positioning a company

Company can use the strategy of Third-leg.

Example : Xerox has the opportunity to put another

technological word Lasography to create broader

mental position which includes next generationproducts relating to communication output in office.


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Chapter 15

Positioning a country- Belgium

The answer to the problem of nationwide airline like

Sabena Belgium World Airlines is to position the

country, not the airline.

It could find the problem of positioning into its

advertisement. It then intelligently positioned Belgiumas a tourist place- a Beautiful Belgium and Three star

cities.


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Chapter 16: Positioning an I sland- Jamaica

Jamaica needed both FDI and tourism development

Jamaica advertised itself as a tourist destination place

Jamaica developed a new position for the island of Jamaica is applaud able.

Chapter 17: Positioning a product- M ilk Duds

Milk Duds used to receive small budget for advertisement so it could not dream ofheavy mass advertisement to survive and compete with other leading products.

there was a glaring weakness in the candy bar competition that company could

identify- a candy bar just doesnt last very long.

company came up with a candy bar which will last a long time than any other

candy bar in America and positioned as a long lasting bar in America successfully


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Chapter 18: Positioning a service: Mailgram

The most difficult job of a marketer starts when it comes to

advertise a service that prospect cant see but feel.

Mailgram is the mail service of Western Union.

They found that customer used to give importance to two

aspects of the service i.e. Low cost and speed of delivery. But

company was confused which aspect to choose to position its

service.

company decided to change the positioning of its service from

low-cost mailgram to high speed mail.


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Chapter 19: Positioning a Long Island Bank

Long Island Trust was a leading bank on the island.

Company took help of formal positioning research to map

prospects mind.

The questions were related to the following attributes of

banking service: 1) many branches,2) full range of services,3)quality of service,4) large capital ,5) helps Long Island

residents, and 6) helps Long Island economy.

company happily capitalized on the last 2 attributes and

positioned itself as a bank which cares for the island and helpsisland people and economy, being the regional bank.


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Chapter 20: Positioning a New Jersey bank

Long island bank is a small bank.

It had also competition with big leading banks like Citibank, and manyother big New York City banks.

Company developed a positioning strategy as fast moving bank with

saving time of customers as a new proposition.

The fast moving bank strategy was a big success for United Jersey.

Chapter 21: Positioning a ski resort- Stowe

Stowe had a good reputation in ski resort market.

As a strategy of 7 wonders of the world, it used the strategy of one of the

top 10 ski resorts in the world.

Thus, it was giving the customer a feeling of it is using the services of one

of the worlds top 10 companies and adding credibility to its already

established reputation.


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Chapter 24: Positioning your business

What position do you own?

What position do you want to own?

Whom must you outgun? (Select a position that no one else

has a firm grip on.)

Do you have enough money?

Can you stick to a single position?

Do you match your position?


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Chapter 25: Playing the positioning game

You must have great degree of mental flexibility.

You must know how words affect people.

You must be careful of change.

You need a vision.

You need courage.

You need objectivity. You need simplicity

You need subtlety.

You must be willing to sacrifice.

You need a global outlook.

You need patience.

You need not be an expert of marketing to think about

positioning techniques for your business.


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BENEFITS FROM THE BOOK

It enlightens us with the concept of various

positioning and marketing strategies.

It shows us different ways of being asuccessful marketer of different brands ,

products and services of the company.

It guides us how to make our company a

profitable and successful one.


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QUESTIONS

What do you mean by positioning?

How can you position your companys

products and services?

What are the various marketing andpositioning strategies depicted in the book?

What are your learning from the book?

Book Review on positioning

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