POSTITONING

2001 USP

20

12
20 20

................................................................................................................................................. 3
........................................................................................................... 4
................................................................................................................................................. 5
................................................................................................................................................. 8
1 .................................................................................................................................10
2 ..............................................................................................................................13
3 .....................................................................................................................................17
4 .................................................................................................................................22
5 ..............................................................................................................................26
6 ..............................................................................................................................29
7 ..............................................................................................................................35
8 ..................................................................................................................40
9 .................................................................................................................................45
10.............................................................................................................................52
.....................................................................................................................60
13 .........................................................................................................67
14 ....................................................................................................73
15 .............................................................................................................78
16 .........................................................................................................82
17 .........................................................................................................84
18 .............................................................................................................87
20 .........................................................................................................94
21 .................................................................................................................99
22 ......................................................................................................................103

4PProduct
Price

PlacePromotion

4P T
R
Research
S
Segment

T
Targeting

4PP
PositioningJack
TroutAI Ries

4P1972
Advertising Age
!
Volvo----

Haagen-Dazs
Wal
MartSouthwest Airlines

Hanes
L6Qg6y

L6gg

Le Caesars

Philip Kotler.PH.D.
Kellogg

----
CNC

1981 J A-
Positioning,20

Positioning

----
----20 50 R USP
----60 D
----70

15
20

1991
2001 X20

ig97
5
1.

2.
3.

4.

5.

1999 7

USP

USP

B1

Positoning

50

60

70

1996 J S

The New Position

over-communicated,
communicate

----

Positioning

(corporate America).

Proctor Gamble

1972 Advertising Age

16 500 12

Sanka

(AVIS?

Honeywellthe other computer company

SevenUPthe uncoia

MBcllso17 Avenue

Lite light

Everything youve always wanted in a great beer. And less

200

100 365
200

24

Texas Instruments
92 00

John Lindsay----

Outsidein

6 57

35

24 I7

94

300 28

30

98
96
7 22 51
30
79.5

3240 720 40
35 1000

Total
8 1268
3200
500

1
25 2.5

Jerry Brown
l23 Linda Ronstandt
4

49
1980 John Connally 1100
John AndersonGeorge Bush

C;amcaoCapriceChevetteConcoursCorvetteImpalaMalibu
Monte CarioMonza Vega

35.6 1.5

AdidasGucciPucciGloria
Vanderbilt

25

 25

200

hypermarket
3 5

Universal Product Code

Thomas Regisster 8
292 326
45 2.5

1500
400
175

30

10

1978
12852200

10 132000 432000 10
30

Congressional Office of Technology Assessment 185000

NASA

Charles Lindberg

Nell Armstrong

Kodak
IBMXerox
Hertz

GE

Imprinting

Kleenex

Amelia Earhart

Damon
Runyan

Polaroid
Bubble Yum

20 20 60
60

Corfam

GablingerConvair 880 Vote Handy

Andy

50
----

new and improved

50

David Ogilvy

HathawayRolls-Royce
Schweppes

IBM Sperry-Rand
IBM

15 Christopher Clumbus

Amerigo Vespucci1454-1512----
15 IBM

Mundus Novus 25 40

Piels

Ballantine

Michelob

First class in Michelob

Schlitz
Real gusto in a great light beer

Budweiser
Pabst

Miller Brewing Company

----
--------

Becks

Lovwenbrau

TWA

---- 747 L-1011

DC10

Schwartz

Gallo 50 (Burgundy)

George A,Miller

100 80 24

30 17 176
Modelitus

300 Maverick
MonarchMontegoMonzaChevrolet Monza Mercury
Monza

Avis

13
120 M 260 500 ITT

National

(Hamld Stassen)

7-UP

(Uncola)

1968
8870 19

McCormick Communications
WLKW
WLKW

F.W.M.T.S.

FWMTS

Fnrget what made tnem successful.

ITT

Avis is go to the NO I

20
The
wizard of Avis

You don't have to run through airports

Joan Didion

FWMT
America is turning 7Up

55
48
55
10

RCA

1969 Industrial Marketing

RCA

IBM

RCA

1970 RCA

"RCA

1970 9 19
RCA IBM

1970 10

RCA IBM
1970 10 26

Robert W Sarnoff
1970 RCA

70

25 RCA

1971 9 25

RCA 53
1970
5

1971 RCA
1971
11

IBM

IBM

IBM 60 10
IBM
IBM
IBM

IBM

Howard Gossage)

IBM
RCA
1969 RCA

NCR
NCR

Charlie Brown

Jstanford Smith
International Paper

IBM

GoodyearFirestone

Westinghouse

IBM

Dr.Pepper
Mr.Pibb

IBM IBM

IBM
Rochester

Canada Dry

5 3 2 1

1923 1930 1931

3
70 600

800

IBM

1000

The real thing

Zippo

Wankel 5000
5000
660
1979 66311200000

3M

Haloid
- 50 3M

914

914

914

Datril---Tylenol

-Bristol-Myers Datril

- Datril

single-position

lvory
lvory Ivory
Tide

Cascade
JoyCrest
SureBounty
Pampers
Comet
Charmin Duncan HinesPlus

Ultra
Super

lvory 99

New York

Central Railroad 20 20

Penn

Central

American Airlines

50 Sales Management
Sales Management
and Marketing

-
Eastman

Ddt Mail AssociationDirect ManMarketing

Association

New York Central Transportation Company

Eastern Airlines

the Department of Housing and Urban

DevelopmentHousing and Home Finance Agency

Arm & Hammer

40

The penalty of leadership

1978
49 6.1
34 44
15 1.0

American Motors 2 0.4

Datril

-Benton Bowles

Cherchez le creneaux

Norman Vincent Peale

Think Small

Advent Advent

-Anheuser-Busch

Schaefe Blatz

Mster Brau

- 450SL 633Csi
S.T.Dupont

1500

Hajg & Haig Pinch
Bottle


Cutty 12

Cutty Sark

Joy

Piaget

Orville Redenbach 89
Jolly Time

395 Mobil

ExxonQwip

29 45

1973 LorillardLuke

From
Kankakee to Kokomo along Comes Luke movin free and slow

20

Virginia Slims

Eve

Arpege

RevlonCharlie

Just Call Me Maxi

Max

Factor

Geritol

Aim
10

Nyquil

L'eggs


Th one beer to have When youre having
more than one
20

National Observer

1971 -Brown-Forman Distillers----

8/80Frost

8/80
-William F.Lucas

8/80

8/80

8/80

8000

B
Sam Ervin

Alger Hiss
----

Ralph Nader ----

Anacin
Bayer
Bufferin
Excedrin

Royal

DoltonLenox

6
Howard Gossage

Samovar
Smirnoff
Wolfschmidt

Stolichnaya

Pepsico

Popov
Nikolai

Evening in Paris

20 80

Pringle s
1500
18
BordenWise

18 10 25

H2O

Bella Abzug---

Scope

the King of Halitoios

Hill
Listerine

Micrin Binaca Lavoris

Parker Brothers
Close-UPJ

Ban
Right Guard

Secret

Sure

Arrid
Extra

Dry

Mitchum

Soft & Dry

Body All

Dial

[----]

1964

1972

1974 American Association of Advertising Agencies

1975 Independent Broadcasting Authority

Michael Pertschuk

Have it your way

Head & Shoulder

Intensive Care

Slender

DieHard

Shaken Bake

Edge

over the edge

People

US

Newsweek

time

Fortune

Business Week

Esquire

Playboy

Yachting

Sail

Prinsters Ink

XD--12

12

-EMenne E

-E
1000

Breck One

100

Coke----

Keds
KleenexKotex


Sprayn
Wash

Qyx

SCPA T XZYQ K
S X 3000

margarine

[Its not nice to fool Mother Naturel],

soy butter

Corn Products

Right to life

Herbert HarariJohn McDavid

Hubert Humphrey1968
Adlia Stevenson

Hrbert Hoover19291933 ---- 1928

1932 ----

V I DaVid Sh6PIXind

Young J.Boozer

United Airlines
American Airlines

Trans World Airlines......

M


Eastern Airlines

Piedmont
OzarkSouthern

Trans Caribbean

Allegheny
33 26
38

USAir
North Central
1979 Republic Airlines

GoodrichGoodyear

56 47

1968
29 13 2.2 11978
74 25 2.9 1

Were the other guys

-
Owens-lllinois
-Owens-Corning Fibeglass--
Libbey-Owens-Ford)
- 20
-- 10

Corning Glass Works

10
-

-
-

Olin
Uniroyal

Esso
Humble
OilEnjay

Standard Oil New Jersey

39 The Continental Group Inc. 31

The Continental Corporation

Continental AirlinesContinental Oil

(Continental TelephoneContinental GraimContinental Lllinois
Corp.

235

Mead JohnsonMetrecalCarnation

Metrecal
Metrecal IBM

NOCal

Tab
Tab V

Diet-Rite Cola

Fresca

10

L.A.

L.A.
N.Y.
GE Western

GE
WU
MM AM FM

Ra-di-oCorporation of America-
12

R-C-A

Generat Eleetric

GE
General Motors
GM
A-me-i-can Motors
AMFord Mo-tors
FMFord

Nl Nl

Los An-ge-les
LA
San Fran cisco

SF

FriscoNew Jersey

NJ
Jersey

WU
------
w

Edmund
Gerald Brown
General Manufpcturinsg Corporation
GMC EG

EGEM JE James Earl Carte
1977-1981

FDR JFK
Franklin Delano Roosevet1933-1945

John Fltzgeral0Kenne0y1961-1963

 IBMATTITTPG3M 500

RCALTVTRWCPCCBSNCRPPGFMCIC IndustriesNL Industries

SCMUS IfldllstTi6SAMFGAFMCAACFAMPCF IndustriesGATXUV Ifldllstri8SA-T-O
MAPCONVFVFDPF
EGGMBPXL.
500
EGG 375 13900
500
Rockwell International
Monsanto
National Steel
RaytheonOwens
IllinoisUnited BrandsAmerican CyanmidReynolds MetalsH.J.Henz
InteroHelett-Packard
CarrierMarmonPolaroid
Diamond International
Blue Bell

Sperry & HutchinsonWitco ChemicalSpencer FoodsPabst brewingCabotHart Schaffner & Mark

Culter-HammerGardner-DenverQuestorArvin Industries Varian associates

RCA CBS FDR JFK

49 68
19

MBPXLL
IBM
GE

GE

Pederal Bureau of Investigation

Internal Revenue Service FBI IRS

HUD
Department of Housing and Urban Development

HUD
General Aniline & Film GAP
GAF

RCA

RCA

RCA
Roman Catholic Archdicoese

80

RCA

United Shoe Machinery

USM
--Smith-Corona-Marchant
SCM
SCM USM
USM
RCAUSM SCM
CPCCPC
CPC

 ATT

TRW
Thompson Ramo WOOldridge
TRW 30

VSI DME

U.S.Rubber
Eaton yale Towne
SoconyMobil

Standard Oil
Company Of New York

USR EYT SM

IBM

IBM

ERA Equal Rights

Amendment

Pan Ameri can Air-lines

Pan Am

PAA PAA
Trans WOrld Airlines TWATDouble
UA TWA 3000

TWA
TWA

(acronym),
Fiat( Federation Internationale Automobiles Torino)

 Sabena Soci e t e Anonyme BelgedExplnitation de la Navigation A e rienne

CARECommittee for Aid and Rehabilitation in

Europe---- estErhardt Sensitivity Training

GAF
gaffe

USM US
US
US Lithograph US US Nature Products

Corp

US
USM
US
R RHA RH
RH R H RH RH
RH 27
MBPXL

11

-Alka-Seltzer Plus

Dristan
Contac

- 2000

-
--
-
-BromoSeltzer Plus

-Metro-GoldlwynMayer

RCA

IBM

3M
Pitney-BowesAddressograph-Multigraph
RCA ITT

RCA
ITT

-SperryRand Univac

GE

IBM

IBM

Univac -Univac
-

-Cdgate-Palmolive

-
100

Proter & Gamble

Proctor
Gamble

Cheer
Bold

-51 - 65
-

6000

10
Scientific Data Systems

[
]

FunnyYou don't look like a Xerox machine

This Xerox

machine can't make a copy,

8440

Vlasic

90

CIifford Case

15
Andy Warho[
]----
15 60

12

Dial

Life Savers

William T Sherman,

Bayer

FormicaJello

BandAidSanka

JC

Diehard

seas 48

JC J C Penny

JCPenny

JC C

JCPenny

JCPenny

JCPenny

JCPenny

Che

stew sue

21

ZIProtein 21

1970 Mennen 21 M
13
2
21 21

J 29

21 13 2

Scott

Mr. Whipple

Charmin


Bounty Pampers

Viva

1978

Bubble Yum

Eveready

P R MalloryDuracell

Union Carbide

100

100
BensonHedges

100
100

100 Pall Mall Gold

Kool

Salem

7
1964
1965

1964 144 1964

100

175

Winston
100

Fleischermanns
Mazola

Tasters

Choice

Maxim,

8
General FoodsMaxwell House

Nastle

Jergens

Jergens Extra Dry

-Chesebrough-PondsIntensive Care

Direct Aid

Tab

Tab

Tab
Tab
Tab

Pespi Light

broadening the
base

Blue Nun

-Arm hammer
-

Phyilis Diner

13

Mets
Jets

Nets
Sets

Sweat

Ghetts
Debts

New York Sets New York Apples

Wets
Wetsl
2
3

Wets Nets
Ns N6ts
Sis

100

30 Ralston Purina Company 123

l
2
3

l23
Rinso WhiteRinso Blue

S8ra Lee


800

Saturday Review Mangazine

1700
Brown Shoe--------

Zenith

Old Grand-Dad

Bic

Burt Reynolds--Catherine Deneuve

----
2Jaws

2Sominex 2

2Ogilvy &
Mather

2Doyle Dane Bernbach

N.W.Ayer2

2Grey

ZI

21

Hellmanns

V Wishbone

Philadelphia

Sealtest

Parkay

JB
Beefeater

Dom Perieon

Cutty
Cutty Sark

12
12
12

12
12
12
12

12
12

12

Packard

Rolls-Royce

30 Parckard
Clipper

1954 StUdebsker

Cadlillac

Seville

Mercury
Lincoln

1970

Dasher

Datsun

Keep it simple

1971 35 1979 12
--------

Volvo

Del Monte

Dole

l

2

14

schenectady Electrical
Works

6 60

Pullman,

(Greyhound)

Grumman

IBM

ITT -GulfWestem)
Kaiser Industries
21 12

-Bell Howell-

Monsanto

IBM

1
1.5

81
66
63
57
34
29
25
FMC13
FMC

Dow(Union Carbide)

IBM
(teflon

Olin
FMC
2

The Advertising CounCil 1976

Charles Schulz

40 -Warner Swasey

(G.William Miller)

Allied Chemical

(1976 9 4

--YankelovichshellyWhite

,
,

D
,

1976

36% 42%
37% 22%

1979

1977

(John W.Hanley)
450 ,

.:, 400

15

16
Sabena Belgian WOrld Airlines)

16
29
15
10
9
O
5
5
4
3
3
3
3
2
2
1
1

KLM

220

The Grand Place

1600


Princess Grace

Michelin Guides)

16

(Milk Duds)Beatrice Foods

10

Edgar AIlan Poe

10

10
Hersheys)Mounds(Almond Joy
(Reese
Snicker
Milky
Way

2.3

30

15

15
30 10

17

Western UnionMailgram

Dboggte

O.J.Simpson
----

1970

MailgramImpact of
a Telegram at a fraction of the cost)

580 6900 840

13

................... 75
................. 100

...................27
............... 23

13

...................25
.................47

27 25

23
47

13

300 8000

18

Lang Island Trust Company

20 70

Chase ManhattanChemical
Bank

50

Semantic differential

1 10

l
2

3
4
5
6

73

67
66
64
OI
54

77
77
76
74
73
70

72
70
70
69
68
67

82
82
81
78
77
71

75
66
52
51
47
45

73
67
54
54
53
49

50 53

Clt ank

750

18
16

95

15

70
BS
66
66
61
61

78
78
76
73
73

72

78
76
75
71
71
70

70
67
67
66
66
64

--------

19

crisis of indentity
Vantican
19621965

teacher of the law,

50
20 60

[Peter Berger]

24000

66

65

65

54

47

46

43

36

33

25

22

20

18

18

15

15

17 23

28
19

teacher of the word

Auery Dulles

Returnto the Beginning

20

Ty Cobb
134
96 70
Max Carey
53
96

Eddlee Arcaro 250

Leoard Syle ROy RqgBIS

Marion Morrison
John Wayne

Issur DanielovitchIsadore Demsky

 Kirk Douglas

Oliver Wendell Holmes Jr.,

None of Above

Luther D Knox

JS RH

PRoger P Dinkelacker

T S

1 2 3

Liza MinnelliJudy Garland

Y
Frank Sinatru Jr.

Will Rogers Jr.

IBM

soft service

2 L


Hitch your wagon to a star

1
2

Leo Greenland

Bill Bembach

Charies Osgood

 D
5

Ray Kroc

21

Richarrison Merrill

Nyqllil

Nyqtal

Nyquil
Rheingold

F & M Schaefer Brewing Company

l1

11

20 30
24300

2000

2
Ronald McDona1d

designer
label

g4

Rumplestiltskin

22

Noah Webster

(Audi)

Mustang

Aft1HIHK

50

Singer
RCA

Maytag Avon

30

Chiffon

Mars

Bubble Yum Numbwr you in bubble gan

50

1 M 2

Eella

IBM 60IBM 50


IBMIBM

-Bristal-Myer
Fact

500
Resolve- 1100
Dissolve
Z Datril

RCA