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CNC

POSITIONINGThe Battle for Your


MindNEW POSITIONING

180

1.
2.
3.
4.
5.

1.
2.
3.
4.

5.
2

7-13

MBA

25

1981 1996 15
1969

15
e

2007.7.1
www.21cnc.net

25

15

16,917


Lotus
Development

25

1.4

70 90

30 5,000
4 5
17

4,000
250 10

18 140,000
3,000
11 1992 300

50 500

1975
300 7,900

50
5
20,000 7,000
24
80%

1,600 12 1,000
18 500
18

40

Digital Equipment Corporation


80

30
1994 50%

IBM Sears

1
2
3
4
5

50

80%

1949

Campbell Soup

Prego
Gallo jug-wine
Gallos
Cabernet Sauvignon

Starch organization

2/3

F1917~1963 35
1963 11 22
45

19

DBS
DBS

Macintosh
Macintosh

1,342

COBRA

SVP 20

AT&T EO

Okidata Doc-it

Mennen E

10,000 10

1995 1.6 1994


500 1994 1993 700

1,600,000,000,000

1 1.6

1 50
1.6
6,500 240

5,000

0.5
365 150

3,000

22
Prego

MCI

20 80

20

2
3
4
5

Cialdino

9,400

10,300
1927


18
5 4

1919 Steinway
Cross 1846

Glenlivet Scotch
1823

Carillon Importers
Absoltu

Seagram

Stolichnaya

Western Union 20

Westar

60

RCA
900 RCA 76%

1908

McCollum Spielman 23 22,000


10 6,000

10

Hammer
Reengineering Revolution

Attitudes and Persuasion

30


The Aandbook of Social Psychology

phelps

4,900
85% 25

30

JBBrylcreemAqua Velva Lectric

1980

Timex

1965 Mustang

ShakeN Bake 20 60

Brylcreem

Foster Grant

Porsche

1986

30,000 1993 3,700


911 911
Carrera 6
911 968
4 928 8

4 6 8

911
50% 911

Anheuser-Busch

10 Budweiser 15
MillerCoors 14 11

1972

22

Scott

Charmin

Crisco

Wesson

Mazola

Fleischmann

70%

Journal of Consumer Marketing


5 115

1979
Miller High LifeMiller Light 3,500
3,000
1990
Genuine Draft
3,200 1979 300
5,000

5,000 4,300

84 6

Colgate Palmolive

Dominos Pizza
Pizza Hut
Duracell
Everady

Castrol
PennzoiQuaker State

Cray

Federal Express

3M 3Ms Scotch

Levi Strauss & Co.

20 70 80

Dockers
25 45

10

19 50

IBM

1
2
3
4

1994

5,155

1921 P
1,200

$450-$600
$600-$900
$900-$1,200
$1,700-$2,500

50%

1921
$9,995-$12,895
$7,295-$67,543
$9,904-$26,479
$13,510-$31,370
$13,734-$31,864
$32,990-$45,330

11%

Allstate Insurance Company


Sears Tower
1994 1993 30%

Mead Corporation Lexis/Nexis

General Mills
Marlboro

50 50

Isuzu
1992 4
16
Subaru

Volvo

IBM

20 80 Tandy


1986 74
1990 64
44 49

IBM
IBM
OS/2

Lotus Development Corporation

80
Borland
800
Windows
Excel
Excel

1-2-3
Improv Ami Pro
FreelanceNotes Symphony1-2-3


IBM

1-2-3

500SL
9141-2-3

500SL 914 1-2-3

1-2-3

Notes

Notes

Notes 15

Notes
1990 70 1991 400 1992
1,400 1993 3,200 1994 5,000 Notes

700
1991
19 1994 3
8,000
Notes

70%
Windows
90 Notes

12

Notes

Notes 5

Notes
1-2-3

IBM
35

CEO
CEO CEO CEO

9
Carvel

1936

60

1944 Dairy Queen

20 50

20 50
10

Haagen Dazs
Baskin-Robbins-Ben & Jerry
TCBY The Countrys Best Yogurt

TCBY

40%

---
Lo-Yo

Advil
Tylenol

Taco Bell

64%40%
31% 31% TCBY

Entenmanns

1,500

A B

10

The Big Eight

KPMG Pet Marwick

6
KPMG 134 837 1,100

Arthur Andersen7.2
Price Waterhouse6.9

Ernst & Young6.5


KPMG Peat Marwick6.4
Coopers & Lybrand6.4
Deloitte & Touche6.2

United Parcel
DHL

1992

$62
$57
$56
$53
$48
$38

1993 1 18

6
4,500 20%

ISO-9000

6,000

1993

Marriott

150,000
20,000 200,000 1995
3000,000

11

20 80 1988

1988

1964

1988


1988
1988

10,000

1990 3

136
1992

CEO

20%


NAFTA

Mario Cuomo

1994

1992

1994
40
1994 300

1994

12

IBM
1984 4

85%

71%

W HBO
CNN

?
(Fats Waller)

270 330

5,600
?

13

Repsol 1989

Repsol
Campsa Petronor
(MobU)(Texaco)
(Arco)

?
?

(Nike)(Levi)
30
(Gillette)( TracAtraSensor Good
News) 65

Repsol


Repsol
Repsol 98-()

Repsol

98-
Multi-valve
Repsol

Campsa
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Campsa

Campsa60
Campsa

Campsa 7002300

Campsa
Repsol
Campsa 60 60

Campsa

Petronor
Petronor

Repsol Campsa
Petronor

Repsol Campsa

(
)

gepsol
1epsol (Shell)(Mobil)
(BP) gepsol

14
?

500

2,500

!!

XX30 120

?
?

56

56 !

8 100

??

140
180
40


?
b 5 95

?
158 39

Ferdinandde Sau ure

1993 5,220 920

20

85
15
55()
45
?

15
15

(Johnson & Johnson)

400

160 72,100
4 1,000 8

300 500,000

100,000

?
(Kimberly-Clark) X
?
3,400

AIBBZWEG&GDSCEMCSCIUBS

HSBC
HSBC

500

VF
AMP
USG
EMC
NCH

40


InterMetro
Industries Corp. IMIC

Southern
Baptist HospitalMercy Hospital

BM
MB?

34 5

(Diehard)

diehard
(LEggs)
(Windex)
(Intensive Care)(Head&Shoulders)

(Enchilada)(NoSweat)(Revlon)

(Caress)
(NutraSweet)
(UNUM)
?

1994

2,700 1,800
Castle Rock

Castle Rock

(
)

(Kodak)
K

(Intemational Multifoods)

(Humana)(Compaq) (Acura)

(Trueste)(Tiffany&Co)

(Aleve)
(Mitsubishi)
(Diamante)
(Amirage)
(Zixoryn)

(Yves StLaurent) 200

70

1,000
500 100

3
?
4
??

1989

?
NAFTA

NAFTA

Beretta
50
(Est6e Lauder) CountryMist
mist
Country Moist
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2?
3?
4?

221
?

16

<Mukk Yogurt><PocadSvyeat>

House&Garden

1987 85
HG()
1993

30


? House&Garden

?
DustbusterBlack&Decker
DustbusterBlack&Decker

Black&Decker
?

V8 V8

Courtyard~lResidence Marriott


(1suzu Motors Ltd)

1976 (Buick)
(Opel)

(1971 34)
?

50
(1suzu)

?
24,000 800

1976 5 31

24,000 8,000

39,730

?
?

1977 29,067 1978


19,222 1978
100

20 70

1,000 35,000

35,000 1981 17,805


1985 2,200

69

26,953 1,561
832 58

1986

1987

20 90

?(Edsel)
?

4x4

(Trooper)
(Rodeo)
(
)

17

PDA?
PDA

?
?

??

PDA
(PDA)

PDA

()

()

PDA

1994 1,000
12 60

(
(Tandem>
)

(Montblanc)(Rolex)(Mercedes-Benz)

MMDS

(
)

(
)


VTV
MMDS

()
()

3-D

3-D

3-D

1988

ACT
PIM
100

()
1993 2,000
4,700
5

18
?

()

50 41 38

(<CaliforniaManagmentReview>
)

20 90
)
?
?

1,950 200
?
(Citicorp)(Bank

of

America)

(Prudential)(GECredit)

(
)

()!

???

?
?
300

(
?)

1980
1985 5
(KnightRidder) 6,000

?
20 60

()

10

18

(
?)

()

40 (DuPnt)
5000

310 710

1.5 5

1
10

6
(Crest)Aim UltraBrite
Close-Up Toms of Maine
Mentadent

19
10

()

()

(
)

()

()

(
)

Notes

Notes

Notes


WordPerfect Notes

Notes ?
Notes 1994

()
()

4000

5000

(Intel Corp)

()

1993
Saturn 400,000
1,100

Saturn

Saturn

20
15

()

(Avis)

?
(Hertz)


??
?

?
?

(
)

15

(
)

(
!)


(
)

Prell Prell
Prell ?Prell
Prell

21

PM

Trac Atra
Trac Sensor
Sensor Excel

25

(
)

?(
)

(
)

()


New Positioning

2002 3