Positioning and Repositioning

Positioning and tilting Before propertying companies has to do class and targeting. Segmentation is dividing the market into portions upon some set of criteria and evaluating the profitability of each segment Targeting is selecting hotshot or to a greater extent segments and going after them Positioning is how do you require your distinguish to be considered by consumers when compared to former(a) competing brandmarks. Positioning is get on crop features such as color, price, fluffiness, tint of assist, innovative approach, etc.Re-positioning is when you want your brand to be considered/associated with different features. For example, KIA cars has repositioned themselves from be some brand into being a cool brand .. Cadillac has repositioned themselves from being classical car for the deep and old into more affordable elegant car Oldsmobile has tried to reposition themselves as not your fathers car but it was unsuccessful repositioning. Re-positioning is quite crew mo re difficult and expensive compared to initial positioning.You k promptly the saying hardly one chance to make first impression as well applies to the world of branding. reposition Strengthens Lifebuoys 107-Year Heritage 12-02-2002 Lifebuoy is no longer a carbolic soap with cresylic odour. It is now a milled toilet soap with a sweet wellness fragrance. The bracing conceptualisation has an ingredient, Active-B, which offers protection against germs, which can cause stomach infection, oculus infection and infections in cuts and bruises. The sensitive wellness perfume has been selected after one of the most extensive perfume hunts in the industry.The new milled formulation offers a squarely superior bathing experience and skin feel. The new formulation, new health perfume and superior skin feel, along with the favorite red colour, have registered conclusive and clear preference among existing and new users. Lifebuoy is already use by about 600 million consumers, with about 2 million tablets sold e very day. The relaunch strengthens this equity by repositioning the brand. Lifebuoy was antecedently targeted at the male user with an individual-oriented success by means of health positioning.The new Lifebuoy is targeted at todays discerning housewife with a more inclusive family health protection for my family and me positioning. Introducing the new Lifebuoy Introducing the new Lifebuoy, Mr. Sanjay Dube, Category full point Mass grocery store of HLLs Detergents Profit Centre, said, Launched in 1895, Lifebuoy, for over a 100 years has been synonymous with health and value. The brick red soap, with its perfume and popular Lifebuoy jingle, has carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand in the world.It is to maintain its leadership, and further strengthen its benefits of health to larger sections of consumers, that we have researched and developed this new mix. We have r epositioned Lifebuoy and have do a deliberate shift from the male, victorious concept of health to a warmer, more versatile, more responsible benefit of health for the entire family. The significant changes in formulation have registered a clear consumer preference. The new perfume has been selected after one of the largest perfume tests in the industry to ensure a universal appeal without alienating the 600 million loyal users.We are positive(p) that this mix will deliver an enjoyable bath experience and also deliver on the core Lifebuoy properties of health and value. This will restore the brands growth by expanding its consumer base, Mr. Dube added. Lifebuoy Range Lifebuoy is among HLLs power brands, which the federation is focussing on, selected on the basis of their absolute size, brand strength, brand relevance, agonistical advantage and potential for growth. The new Lifebuoy range now includes Lifebuoy Active red-faced (125gm, 100 gm and 60 gm) and Lifebuoy Active orang e tree (100gm).Lifebuoy Active Orange offers the consumer a differentiated health perfume era offering the health benefit of Lifebuoy. At the upper end of the market, Lifebuoy offers specific health benefits done Lifebuoy International (Plus and Gold). Lifebuoy International Plus offers protection against germs which cause body odour, while Lifebuoy International Gold helps protect against germs which cause skin blemishes. In 2001, HLLs soaps & detergents employee turnover was Rs. 295 crores, which is approximately 39% of the companys net turnover of Rs. 10972 crores. HLLs power brands in soaps registered an overall growth of 5. 3% in 2001. HLL has been significantly increasing investment behind its power brands, in innovation, quality improvement and marketing. These have been backed by major sales initiatives. In rural India, the focus is to further extend reach, which has resulted in direct insurance coverage of about 46% of the rural population as of now. In urban markets, t he objective is to improve customer service.Dedicated sales teams have been formed to service key accounts and wholesalers in larger towns and cities. A cell has been set up to attend to the modern trade, comprising chain stores. Repositioning Strengthens of Maggie positioning Maggi noodles is a brand of instant noodles manufactured by hold close. Maggi has been the highest sold noodles in India. It is a product of Nestle Brand. It took several years and lots of money for nestle to establish its noodles brand in India Maggi was invented in Europe by a person named Jullius Maggi.In India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947. Maggie has faced lot of hurdles in its journey in India. The basic problem the brand faced was the Indian psyche. i. e Indians used to be conservative about the food habits so noodles faced a lot of problem in promoting sales. Initially nestle tried to to position the Noodles in the platform of conv enience targeting the working women. However, the sales of Maggi was not pick up despite of heavy Media Advertising.To overcome this nada conducted a research,which revealed that it was children who desire the taste of Maggi noodles and who were the largest consumers of the product. so they came up with Maggi- 2 minute noodles with price of Rs. 2. 10 with a close of 100% margin. zipper shifted its focus from working women and targeted children and their mothers through its marketing. NILs promotions positioned the noodles as a convenience product, for mothers and as a fun product for children. The noodles tagline,fasting to seduce Good to Eat was also in keeping with this positioning.They promoted the product by 1. Distributing free samples. 2. Giving gifts on return of empty packets. 3. Dry sampling-distributing Maggi packets 4. steady sampling distributing cooked Maggi. 5. Availability in different packages 50gm,100gm,200gm,etc.. and 6. Effective Tagline Communication. Thro ugh its ads, NIL positioned Maggi as a fun food for kids which mothers could prepare easily. Taglines like Mummy, bhookh lagi hai (Mom, Im hungry), Bas 2-Minute, and Fast to Cook Good to Eat effectively communicated the products benefits to target consumers.These ads had become so popular that the tagline Bas 2-Minute presently reminded Indian consumers of Maggi noodles even several years after the ads were taken off the TV. Maggis first product extension was Maggi instant dope ups launched in 1988. With the launch of Maggi soups, NIL had become a pioneer in the organized packaged soup market in India.. since then Maggi has been successful in India and launched ketch ups sauces and soups in India, which was very successful in grasping market.Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Maggi is competing with Heinz Sauces and Ketchup, Knoor Soups, Kissin Sauces and Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in corresponding categories of products and variants. Market position of Maggie 1. No. 1 in instant noodles and sauces. 2. No. 2 in healthy soups. 3. Market share of noodles- 80% 4. current sales-5. 5crores boxes in India. Repositioning