- Move for digital
- Comments 0
- 19 Apr 2025
- Start with the mind of prospect.
- Changing mind is an extremely difficult task. It is much easier to work with what’s already there.
- You will get the answer of “what position do we own? ” from the market, not from the marketing manager
- Don’t be narrow-minded look at the big picture, not the details. as Sabena’s problems is not Sabena, but Belgium a country, 7ups problem is not the prospect’s attitude towards lime drinks but the Share of mind occupied by cola campaign. Most of the products today are like 7up before the uncola campaign.
- What you must do is to find a way into the prospect’s mind by hooking your product, service or concept to what is already there.
- Richard Merrill – cold remedy- against Contac and Dristan. They leave those two to fight it out in the day light hours and Richards chose to preempt “night more cold remedy” position for Nyquil.
- Better to establish a unique position as a specialist, not as a jack of all trades.(Niche)
- Prospects don’t buy, they choose.
- Chess- think from the point of view of your completers too.
- To create a viable position, you must reposition another brand or even entire category of product.
- Do you have enough time (P & G is such a formidable competitor. When bets on a new product it will slide $50 million the table and say “your bet”. ) If you don’t spend enough to get above the noise, you allow the P & G of this world to take your concept away from you. With a given numbers of dollars it is better to over spend in one city than to under Spend in several cities.
- To cope with change and time it is important to take a long range point. Determined your basic position and then stick to it. Most successful companies rarely change a winning formula. How many years have you seen those Marlboro man riding into the sunset.
- Owning a position in the mind is like owning a valuable place of real state once you give it up, you might find it’s impossible to get it back again.(Line extension is like penalty corner)
- Mach your positive to your strategy “Avis is only no. 2 in rent-a-cars, so why go with us
