What is repositioning
Download as PPTX, PDF2 likes2,362 views
The document provides a book review of "Repositioning" by Jack Trout. It summarizes the key points of the book, including that repositioning adjusts perceptions of a company and its competitors rather than changing people's minds. It involves focusing on a powerful differentiating idea. Repositioning may be needed due to changing customer needs, increased competition, or stagnating benefits. The review outlines difficulties in repositioning like changing consumer perceptions and the time it takes executives to implement changes.
What is repositioning
- 1. Book review on Repositioning Submitted By Nilesh Holkar (36) Nilesh Kalmegh(37) Nisha Khera (38) Nitish Tewary (39) Omkar Banore (40)
- 2. Introduction “Repositioning” book is written by Jack Trout along with Steve Rivkin It was published in the year 2010 Jack Trout is one of the most famous marketing gurus in the world Stratergies of the Companies like Intel,IBM,AT&TandProcter&Gamble etc was influenced by Jack Trout
- 3. What is repositioning Repositioning is how you adjust perceptions about you and your competition and not about changing peoples mind Be Focused on one powerful differentiating idea and drive it into your consumers mind It is not about what you want to do but what your competitors will let you do
- 4. Need for repositioning Changing customer needs Growing market competition Meet customer requrements Loss in companies sales Stagnant product benefits Emerging new technologies
- 5. Repositioning the competition When you go to attack your competitor, beware of getting attack in return Find a weakness in the leaders strength and attack at that point Its not about a price Repositioning a competitor in its place
- 6. Difficulties in repositioning Minds are hard to change Corporate ego Consumer memory Difficult to predict the result Time taken by the CEO to implement
- 7. Conclusion Create a differentiating idea over competitor and project it in consumers mind The best way to really enter minds that hates the complexity and confusion is to oversimplify your message
- 8. THANK YOU