Positioning:

The Battle for Your Mind

By Al Rise and Jack Trout
Gaurav Yadnik
Shruti Patil
Tejas Thakur
Ajinkya Sanap
Dr. Rajkumar Bhoir
Place photo here
Background
Its the bible on advertising strategy the most
influential
Advertising book ever written.
This presentation is an attempt to summarize the key
points
And leanings, and moreover to generate curiosity and
interest
In the minds of the reader to read the actual book.
This work can be considered as my respect to the
excellent
Authors Al Ries and Jack Trout
What Positioning Is All About??
Manipulate the mind, retie the existing connections.
Over communicated society oversimplified mind
The Assault on the Mind
Media Explosion
Product Explosion
Advertising Explosion
Getting Into the Mind
Get into Mind first!
Differentiate or Die
Its better to be a big fish in a
small pond (and then increase the
size of the pond) than to be small
fish in a big pound
Those Little Ladders in Your Head
You see what you expect to see!
FWMTS trap Forget what made
them successful.
Against positioning at number 2.
The Uncola campaign
Positioning of a Leader
Establish leadership
Its always 1 vs 2 (Coke Pepsi,
McD Burger king)
Cover all bets
React rapidly
Cover with multi brands
Broader name trap of
extensions!
Positioning of a Follower
Avoid me too approach
Price based, size based, cost
based positioning
Niche Creneaus
Search for the loose brick in
consumer mind not in factory
Repositioning the Competition
Create your own Niche
Aspirin vs Tylenol
Once a loser, always a loser
Pringles chips
Listerine vs scope
Legal, ethical comparison? Coke
and Pepsi blind tastes
The Power of the Name
The No-Name Trap
Simple to pronounce (phonetic)
Eyes vs. the ear syndrome
Short / synonym / making sense?
SAP or sappi ? By the way SAP is market leader in ERP
since last 40 odd years!
{my disagreement with this logic,refer my earlier slide}
Tata, Reliance, Birla et al
The Free-Ride Trap
Extensions
New improved ABC Plus!
Divide and conquer
Colgate toothbrush, toothpaste,
mouth wash Vs P&G
The Line-Extension Trap
Inside out OR outside in thinking
Coca cola is it a soft drink OR is
it a sweet, dark carbonated drink
OR is it just Coke?
Miller Lite, Coors cannibalization of the core products
Diet cola war
Reverse line extensions
When Line Extension Can Work
Short term vs long term advantage
Brand history GE , Kraft, IBM,
Coke
Chevrolet, Cadillac, Volkswagen,
Volvo
Positioning Yourself and Your
Career
You are you?
What is the differentiation?
Avoid no name trap
Avoid line extension trap
Ride a horse company, boss,
friend, idea, faith, 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
Understand words
Understand people
Change management
You need Vision, Courage,
Objectivity, Subtlety, Patience
Thank You!!