A Book Review: Positioning by Al Ries and Jack Trout

3592 WordsNov 10, 201215 Pages
[pic] 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 (…show more content…
Just like with broadening the product’s application and/or usage can benefit the company, like how Arm and Hammer extended the use of baking soda from food to household (deodorizer and cleanser) that results in increase of demand for their product and an opportunity for them to be a customers’ option and latter became a strong multi-purpose product. Another example, by being the largest selling-fruit drink, Florida Citrus Commission promotes to drink orange juice not just for breakfast but also as part of their consumers’ snacks and meals making the product visible during their important time-of-the-day that may result to heavy-consumption. Cherchez le creneau (p54) “look for the hole and fill it” As stated in the book,”To find a creneau, you must have the ability to think in reverse, to go against the grain”. As a conventional marketer we normally minimize the weaknesses and maximize the strengths of our products plus good advertising strategy but why would Volkswagen Bettle come up with its “Think small” ad? Simply because they know its creneau, size. By this way they challenged the prospect’s assumption that bigger is necessarily better. Another creneau is high-price which is an advantage especially if you are

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