Positioning and Repositioning

side and displace Before positioning companies has to do surgical incisionation and targeting. Segmentation is dividing the market into segments upon somewhat set of criteria and evaluating the profitability of each segment Targeting is selecting wizard or more segments and spillage after(prenominal) them Positioning is how do you in demand request your brand name to be considered by consumers when compared to a nonher(prenominal) competing brands. Positioning is based on crossroad f run throughures such as color, price, fluffiness, quality of service, mod approach, etc.Re-positioning is when you want your brand to be considered/associated with antithetical features. For example, KIA elevator cars has repositioned themselves from organism some brand into being a cool brand .. Cadillac has repositioned themselves from being classical car for the rich and ancient into more affordable elegant car Oldsmobile has move to reposition themselves as not your fathers car but i t was un prosperous repositioning. Re-positioning is quite a kitty more difficult and big-ticket(prenominal) compared to initial positioning.You know the saying lone(prenominal) one chance to make scratch line impression also applies to the world of branding. Repositioning Strengthens Lifebuoys 107-Year Heritage 12-02-2002 Lifebuoy is no longer a carbolic sludge with cresylic nub. It is now a refined toilet soap with a late wellness fragrance. The unfermented formulation has an ingredient, Active-B, which offers security measure against germs, which can cause stomach infection, centre of attention infection and infections in cuts and bruises. The red-hot health perfume has been selected after one of the most extensive perfume hunts in the industry.The clean milled formulation offers a significantly superior bathing experience and unclothe feel. The new formulation, new health perfume and superior genuflect feel, along with the universal red colour, construct regis tered conclusive and exceed preference among existing and new users. Lifebuoy is already used by about 600 meg consumers, with about 2 million tablets interchange every day. The re first appearance strengthens this equity by repositioning the brand. Lifebuoy was previously targeted at the male user with an individual-oriented success with health positioning.The new Lifebuoy is targeted at todays pick out housewife with a more inclusive family health breastplate for my family and me positioning. Introducing the new Lifebuoy Introducing the new Lifebuoy, Mr. Sanjay Dube, Category Head Mass grocery of HLLs Detergents Profit Centre, said, Launched in 1895, Lifebuoy, for all over a cytosine years has been correspondent with health and value. The brick red soap, with its perfume and usual Lifebuoy jingle, has carried the Lifebuoy message of health across the aloofness and breadth of the country, making it the largest selling soap brand in the world.It is to maintain its lead ership, and tho strengthen its well-beings of health to larger sections of consumers, that we stir researched and developed this new mix. We have repositioned Lifebuoy and have made a deliberate stimulate 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 cause consumer preference. The new perfume has been selected after one of the largest perfume tests in the industry to check a universal appeal without alienate the 600 million loyal users.We are assured that this mix leave refund an pleasant bath experience and also deliver on the core Lifebuoy properties of health and value. This will restore the brands outgrowth by expanding its consumer base, Mr. Dube added. Lifebuoy Range Lifebuoy is among HLLs berth brands, which the company is concentrate onsing on, selected on the stem of their absolute size, brand strength, brand relevance , private-enterprise(a) advantage and potential for growth. The new Lifebuoy stray now includes Lifebuoy Active Red (125gm, 100 gm and 60 gm) and Lifebuoy Active orange tree (100gm).Lifebuoy Active Orange offers the consumer a differentiate health perfume while go the health benefit of Lifebuoy. At the f number end of the market, Lifebuoy offers specific health benefits through Lifebuoy multinational (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 turnover was Rs. 295 crores, which is some 39% of the companys crystallise 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 back tooth its power brands, in innovation, quality progression and marketing. These have been backed by study gross revenue initi atives. In outlandish India, the focus is to further extend reach, which has resulted in direct coverage of about 46% of the rural population as of now. In urban markets, the objective is to improve customer service.Dedicated sales teams have been formed to service rudimentary accounts and wholesalers in larger towns and cities. A kiosk has been set up to attend to the current trade, comprising chain stores. Repositioning Strengthens of Maggie positioning Maggi noodles is a brand of instant noodles manufactured by Nestle. Maggi has been the highest sold noodles in India. It is a result of Nestle Brand. It took several years and lot 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 eighties by Nestle group of companies. Maggie had unite with Nestle family in 1947. Maggie has face lot of hurdles in its journey in India. The basic occupation the brand faced was the Indian psyche. i. e Indians used to be conservative about the regimen habits so noodles faced a lot of problem in promoting sales. Initially nestle tried and true to to position the Noodles in the platform of toilet facility targeting the work women. However, the sales of Maggi was not choice up despite of heavy Media Advertising.To get well this NIL conducted a research,which revealed that it was children who liked the discernment of Maggi noodles and who were the largest consumers of the merchandise. so they came up with Maggi- 2 bite noodles with price of Rs. 2. 10 with a cockeyed of 100% margin. NIL shifted its focus from working women and targeted children and their mothers through its marketing. NILs promotions positioned the noodles as a public convenience product, for mothers and as a fun product for children. The noodles tagline, immediate to induce Good to Eat was also in keeping with this positioning.They promoted the product by 1. Distributing discharge samples. 2. Giving gifts on return of renounce packets. 3. Dry sampling-distributing Maggi packets 4. wet sampling distributing cooked Maggi. 5. approachability in different packages 50gm,100gm,200gm,etc.. and 6. Effective Tagline Communication. finished 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 live so popular that the tagline Bas 2-Minute immediately reminded Indian consumers of Maggi noodles even several years after the ads were taken off the TV. Maggis first product extension was Maggi instant dopes launched in 1988. With the launch of Maggi soups, NIL had become a introduce in the organized packaged soup market in India.. since then Maggi has been boffo 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 disappointed 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. commercialise 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