1QUESTION A number of companies were mentioned as having recently undergone repositioning strategies.

Cite recent additional examples of brands that you know have been repositioned in recent years. Discuss the pros and cons of these efforts
Sony repositioning----Nearly three years after the device launched and quickly fell behind its two major competitors, Sony is attempting to reposition its Playstation 3 video game console as an all-in-one entertainment device. It has the ability to play high-definition Blu-ray DVDs and to download movies from the Internet. Rather than being a video game device.
Lifebuoy - It was previously targeted at the male user with an individual-oriented “success through health” positioning. The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family health protection for my family and me” positioning. Van Huesen (Initially a men's apparel brand, now equally admired by women ) Horlicks (Initially targeted at kids only, it introduced Horlicks for women, Horlicks Lite for the calorieconscious, Horlicks in different flavors etc). Hyundaiís recent move into the luxury auto segment in the U.S. Where they shifted from low segment to luxury segment. Mother energy drink launched in the Australian market by coca cola in 2006. Bi=ut was not successful due to the bad taste. So they relaunched with new packaging, tast and humorous appeal ad which captured the attention of the people. The new captio n is “new mother, tastes nothing like the old one”. Thus it became successful.

Johnson and Johnson can differentiate themselves from the competition – which is the essence of what a brand should aim to do – that seduces a female-orientated target market to ignore generic competitors.
At one time Reebok was known as an athletic shoe brand targeted at young women and aerobics. Today, it is successfully re-targeted at the inner city hip-hop generation.

Marlboro had been targeting women until the 1950’s, when they learned that they would profit more from a
different group of audience.

McDonalds was not successful with its adult-oriented Arch Deluxe menu item and Volvo has had limited success with its performance (versus safety) based models.

Need for reposition
New competitors have a better value proposition. Customers think that your brand is outdated and not established. Your products and services have evolved drastically, Your company has a

new, highly proprietary competitive advantage: Your brand position has become confusing: Competitors have usurped your value proposition A new competitor arrives and changes the game To Differentiate the Company; To Compete on Something Other Than Price ,To Create More New Business Opportunities ,To Win Business More Easily ,To Reduce Selling Costs, To Increase the Value of the Company, To Create Perpetual Value for the Company

LOUIS Vuitton. such as sports equipment and apparel. and rain-water conservation. Discuss some of the reasons as to why companies are developing such campaigns. the company and its logo has become associated with the athlete subculture. it opened the first zero-carbon store ever in Asia in Bang Phra district of Chon Buri province. I tag these brands as “lifestyle” brands because they are ones people want to wear and be identified with. This has allowed Nike to expand into related athletic categories. MINI. Give an example of a product or brand that has been affected in both of these ways Nike used to be a product-focused company focusing on making running shoes. Your target audience is not really the best target.befefited with “fast food culture of the modern people lifestyle brands to me include: Harley Davidson. rammed earth walls. 4) Recently there has been a great deal of attention paid to environmental issues resulting in a number of companies embarking on “green” campaigns. Modern-trade retailer Tesco Lotus wants to change that perception. wind turbine. energy saving equipment. Porsche. Tesco Lotus has come up with 99 initiatives to reduce energy consumption. Nokia undergone in both ways because in the beginning they only had normal phones but when they introduced new smartphone “Lumina” they could bring back to the competition. natural refrigeration.when the life style of the people changed with working professionalsBusiness environment and better lifestyle. Martha Stewart. Provide an example of a changing lifestyle that poses a threat to marketers and one that provides an opportunity. following its pledge to protect the environment. 2) Changing lifestyles can create both opportunities and threats for the marketer. Ralph Lauren.Reasons: The sales are declining. Marlboro cut their prices significantly to compete with with less well-known brands on the basis of price. prada. Last week. Marlboro Friday As a likely catalyst for the rise of the lifestyle brand. Apple and Samsung benefited well in the smartphone category.luxuxy life style brands Mc Donalds and KFC. Hermes. solar farm. Zara. Their stocks fell harshly as a result of both the price drop and the loss of reputation of their brand. . It helped them capture the market share. But over time. biogas system. Do you think these campaigns will change consumers’ attitudes toward the environment and/or these companies?7 Tesco lotus: Zero-carbon store chain's first in Asean. RocaWear. All these initiatives are built into the zero-carbon store with interesting features such as LED lighting. On that day. Old Navy.Being affected when lifestyle of the people changed to “Smartphone culture”. They l ost their market share drastically. Features of the new outlet will include a solar farm on the roof to produce energy to offset the carbon emissions generated by the store. Starbucks. Ikea. (Lifestyle benefited) NOKIA. By performing this action they were essentially admitting that they were not actually better than the generic brands in any substantial way.

or retention 5. But many corporations have found themselves in that position.Shareholder relations Reduced Waste Going green can improve the overall efficiency of a business. defending themselves against bad publicity. Public Image No company wants to hold an emergency press conference on the evening news. For example. installing energy saving lighting. . the elimination of your employee’s commute results in a reduction in gas consumption.Product. Mandating change is rarely a recipe for success.Competitive advantage 4.Business or process innovation 7.REASONS: 1) The Environment The first and most important reason to go green now is to protect the environment. or market innovation 6. Lowering operating costs Improving efficiency and lowering operating costs can potentially save your business hundreds or thousands per year. morale. 1.Effective risk management 9. the government is providing our businesses with more “green” tax credit and deductions than ever before. Reducing unnecessary waste can trim operating costs for the business. 4) Increased Sales Consumers and companies are increasingly showing their environmental awareness by choosing to deal with responsible companies. but also helping to recover natural resources. So taking a green stance can give you credibility and a competitive advantage. Telecommuting also helps a company become greener. tarnishing their image. Going Green means not only assisting our environment to recover from industrial damage (and prevent further damage).New sources of revenue or cash flow 8. Organizations must engage their people and position processes for successful green implementation.Company or brand image 2. service.Employee satisfaction. for example. In addition to this. environmental organizations are taking a stand against companies they believe aren’t considering their responsibilities. 5) Lower Taxes Finally. Turning off lights in vacant offices can save energy.Cost savings 3. heating and ventilation in your offices can significantly reduce your energy bills. You won’t be doing any business if there’s no planet to do your business on.

For example. Goldenpalace. while not revealing the client.“Goldenpalace. reached 100. Coca-Cola Gets Busted In Recent Illegal Guerrilla Advertisements Guerrilla campaigns can be edgy but not illegal. economic studies have shown that companies utilizing green technology and selling green products are seeing an increase in profits. said that the client actually asked him to break the law so as to get some publicity. With green initiatives increasing in popularity. Greek officials were not pleased. public . helping reduce the risk of depletion on the long run 5) It seems like guerilla marketers are becoming more and more aggressive. he was released and given a fine of a few hundred dollars. What should be done to curb these activities? n the never-ending quest for free publicity.com” painted on his torso. a lot of companies. and can lower the budget spent on printing materials Improved Workplace Providing green options within a company can offer overall workplace improvements. as part of a guerrilla marketing strategy. (Red Bull) In 2009. the usually stoic and hard-to-reach New Yorkers and tourists alike were stunned by a Red Bull vehicle crossing Times Square at high speed only to pull over for a tire-change at a fullblown NASCAR pit stop – all in the middle of one of the busiest squares in the world. Green cleaning supplies can help employees who suffer from respiratory and other health-related conditions. Others seemingly have already broken the law by defacing property and other means. Coca-Cola hired graffiti artists to stencil and paint red logos on the sidewalks of New Orleans. 2009. Sustainability The larger value of going green relates to maintaining the health of the environment. This violated a city law that bars “posted or painted advertisement on any street. During the NCAA men’s basketball tournament. The move made headlines the world over. Printing less cuts down on paper usage. Discuss some of the potentially unethical or illegal practices of guerilla marketers. because green products contain fewer chemicals–such as sodium hypochlorite and nitrobenzene –that are connected to physical problems Public Response While public response alone is not necessarily the best motivation for going green. sidewalk. One agency. Ultimately.com at the 2004 Athens Olympic Games. . Utilizing sustainable methods can prevent the waste of natural resources.save on utility costs and increase the company’s bottom line.(online casino) The Red Bull Pit Stop on Times Square. jumped off of a high dive board into the olympic swimming pool.000 views over five days and was a huge success in promoting Red Bull’s interests in racing. slapping the man with 3 months in Greek prison. it might be a good side effect. guerilla marketers have gone through great lengths to try to make a big splash. use sidewalks to paint their messages. Many guerilla marketers will often concoct stunts that are risky or illegal to grab the publics’ attention.

. As you can imagine. branding Smirnoff’s guerrilla campaign as “vandalism” and have slapped a cleaning fine on the company which is expected to cost several thousand pounds. a unified message has more impact than a disjointed myriad of messages. So IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become aware. updated information and special offers which. Do you think this system is outdated and needs to be replaced? Defend your position. shortens the search process and helps to dictate the outcome of brand comparisons.. discuss the pros and cons of the commission system method of agency compensation. help them move comfortably through the stages of their buying process. IMC also makes messages more consistent and therefore more credible. etc. Stylish slogans and catchphrases were added to the underpass in attempt to promote Smirnoff Ice (alco-pop) to the young public. fine. . What changes might traditional agencies have to make to improve their IMC capabilities? And. and ultimately. consolidated and crystal clear message has a better chance of cutting through the 'noise' of over five hundred commercial messages which bombard customers each and every day. imprisonment. At another level. to make a purchase Carefully linked messages also help buyers by giving timely reminders. in turn. initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. At its most basic level..” Guerrilla marketing tactics that go against the law get bad press. the Government were soon on the case. but Vodafone also landed themselves in the frame for legal action. However. when presented in a planned sequence. a consistent. How to control it Punishments through legal treatment…………. In a busy world. utility poles. Vodafone 2002 where the leading mobile phone company – Vodafone – endorsed two men to ‘streak’ at an International Rugby game with the corporate logo painted on their backs. and this reduces their 'misery of choice' in a complex and busy world. aroused. not only did the couple find themselves in big trouble. trees located in public rights-of-way. Smirnoff – the Vodka producer – used steam jets and stencils to decorate a busy underpass in Leeds without prior permission form the Government. IMC also increases profits through increased effectiveness. 3) Discuss some of the reasons why traditional advertising agencies have been developing more integrated marketing communications capabilities.buildings. This reduces risk in the mind of the buyer which.

for briefings. . This reduces workload and subsequent stress levels .one of the many benefits of IMC. creative sessions. tactical or strategic planning. advertising. time is saved when meetings bring all the agencies together . exhibitions and sales literature.MC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say. Agency fees are reduced by using a single agency for all communications and even if there are several agencies.

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