Submitted to:

S.Apar Singh

Submitted by:
Sandeep Kaur
Roll no. 742
Ph.D Coursework

School of Management Studies

Punjabi University
Patiala

Literature of review on Positioning and Repositioning

Positioning and Repositioning of BATA

Positioning and Repositioning of AIRTEL

POSITIONING
Different scholars defined positioning in different ways.
A position is a set of buyers at whom the product is primarily
aimed (Cronshaw et al., 1990).
Positioning is the act of designing, establishing the companys
offer and image and communicating the products key
distinctive benefits in the market so that it occupies a valued
place in the minds of the target customers (e.g. Kotler, 1996;
Kotler & Keller, 2009).

OBJECTIVE OF POSITIONING
The objective of positioning is to locate the brand/product in
the consumers minds so that organization can secure maximize
potential Benefits (Kotler & Keller, 2009).

It differentiate
product from
its competitors

It creates a
unique
perception in
buyers minds

Positioning is an
important source
of competitive
advantage and
acts as a support
for competitive
advantage.

To identify a relevant set of competitive products

To identify determinant attributes
To collect data about perception of the customers for products in the
competitive set

To analyses the products current position in the competitive set

To determine customers most preferred attributes
To consider fit of possible positions with customer needs and segment
attractiveness
To write positioning statement or value proposition to guide
development of marketing strategy

Features/Attributes

product attributes, features or benefits

Examlpe: Toyota car

Product Class/Benefits

comfort, happiness of customer

Examlpe: Automated Teller Machine
(ATM)

Use/Application

For a particular occasion or purpose

Examlpe: Nescafe Coffee

User/Usage

Suited for certain users.

Examlpe Aishwaryas advertise says that
by using Lux you can also become a star.

Competitors

Compare themselves to competitors

Examlpe: Colgate and Pepsodent

Price and Quality

High price superior in quality. Other firms

use a lower price.
Examlpe: low price: nanno, Quality: hp

As positioning indicates buyers perception about existing or

potential brands in a market and hence in order to position a
product/brand firms need to go for positioning analysis
which is helpful for the managers to understand how
customers perceive their market which may be different from
their own views

To formulate a positioning strategy effectively firms require a

simultaneous analysis of competitor and consumer behavior
(Ansari et al., 1994).

Repositioning
The implication with the term repositioning is that a
company modifies something that is already present in
the market and in the consumers mind
Brand repositioning is all about changing the status of
brand by modifying its appeal to customers.
It is change the position of brand.
Repositioning refers to the major change in positioning
for the brand/product. To successfully reposition a
product, the firm has to change the target
markets understanding of the product.

Some analyst argue that to successfully reposition a

established brand name is almost impossible because
repositioning of a brand can make the most loyal
customer to switch brand.
Example: Levis' Jeans has been losing market share to
newcomers such as The Gap, despite numerous
campaigns designed to reposition the brand as trendy.

But, in some circumstances a repositioning is necessary

to gain credibility if the brand is eroded..

Confused Brand Position

Company Has A New Competitive Advantage
A Change In The Companys Strategic
Direction
Arrival of New competitor

Three stages
of
repositioning

Introductor

Elaboration

Fortification

This involves the introduction of a new or a

repositioned brand, seeking to underline the brands
value over others, and to broaden the brand
proposition

Zero
Repositioning

Which is not a repositioning at all

since the firm maintains its initial
strategy in the face of a changing
environment.

Gradual
Repositioning

Where
the
firm
performs
continuous adjustments to its
positioning strategy to reflect the
evolution of its environment;

Radical
Repositioning

That
corresponds
to
a
discontinuous shift towards a new
target market and/or a new
competitive advantage.

Phase I

Phase II.

Determining the Current Status of the

Brand
What Does the Brand Stand for Today?

Phase III

Developing the Brand Positioning

Platforms

Phase IV

Refining the Brand Positioning and

Management Presentation

Benefits Of Repositioning:
Value

over others
Relevant position
Up to date image

The Risks Associated With Such Strategies

Are:

Loss of focus
Neglecting original customers
Losing credibility for the brand
Confusing the brand

INTRODUCTION

The Company was incorporated in India in the year 1931 as

Bata Shoe Company Pvt. Ltd.
Bata India is the largest retailer and leading manufacturer of
footwear in India and is a part of the Bata Shoe Organization.

INITIAL POSITIONING

Bata India was primarily known as a manufacturing

company.Bata has positioned itself as a one stop family store
for all footwear and related products.
It has traditionally positioned itself as providing product lines
catering to the middle class segment of the society.

NEED TO REPOSITION

Bata wanted to change this image of production oriented

company to affordable, market driven, fashion conscious,
lifestyle brand.

Bata India had to come in line with the changed retailing

landscape with the arrival of malls and big retail chains.

Bata started gradually losing its position as market leader in

the 1990's when its profit margins reduced drastically.

Bata has suffered due to an un-favorable impression of a

perception drag and has been unable to connect with the youth

OBJECTIVES OF REPOSITIONING:
To expand brand usages and awareness.
To improve the brand image and uniqueness

REPOSITIONING
Bata was repositioned as Bata shoe for every occasion.
They are now concentrating on products that the customer
wants rather than products that they produce.
The company has decided to be more visible in shopping malls,
open up to the franchisee model and also create the shop-in-shop
experience in a multi-branded store.
The company recently introduced international styles and trends
for women, men and kids, which have gone a long way in
providing a trendy and contemporary image to the company.

Every Product Line Is Targeted Towards Particular

Consumer

Hush Puppies:
It is for every executive

North Star: for youth

Marie Claire: for women

Angry Birds: for children

Dr. Scholl: for those having foot

problem

INTRODUCTION
Telecom giant Bharti Airtel is the flagship company of
Bharti Enterprises.
Bharti launched Airtel as a post paid cellular service in
Delhi in November 1995.
POSITIONING OF AIRTEL

Airtel was positioned in the premium category, aimed at

the elite class of the society. The tariff rates charged by the
government were quite high. Cellular players has little
choice but to impose high call charges on their customers.

Airtel was positioned as an aspirational and lifestyle brand

.

TAGELINE
'Power to keep in Touch'
YEAR- 1995-1998

SIGNIFICANCE
The tag line 'Power to keep in Touch' used in the brand
was designed to make the user feel 'in
controlpowerful.

REPOSITIONING
After some year company realize the need of reposition
REASON FOR REPOSITIONING
Govt. reduced the tariffs and taxes which led to the
emergence of huge customer base.

Other players also started imitating strategies followed by

Airtel.

During late 1990s many national and international players

started entering into the Indian telecom market.

 many

domestic players also entered the segment. This

increased the competition in the sector.
In the light of these changes, Bharti realized the need for
repositioning Airtel to increase its market share.
REPOSITIONING
Airtel has been constantly repositioning itself. Their
target customer base has been increasing to cover
different segments whether its youth or senior citizens,
urban or rural customers they have specialized packages
for all. Airtel has spent lots of money in revamping the
brand in order to appeal all segments of market.

'Touch tomorrow
YEAR: 1999-2001
Hence Bharti decided to humanize the brand Airtel to
gain competitive advantage.
Bharti launched its new Touch Tomorrow campaign
which aimed at strengthening its relationship with its
customers and make the brand softer to cater a wide
variety of people across the society.
The new positioning was aimed at developing a
strong
relationship with the customers.

Tier I
AIRTEL

Tier II
Basic Telephony

National Long Distance

Service

Broadband Service

Mobile Service

Tier III
Freenet

Long Distance

Tango-Internet mobile

Special features like music download facility,

SMS, permanent GPRS was introduced at a
affordable price
Bharti also created a new logo for the Airtel
brand, which had red, black and white colors
with 'Airtel

'Live Every Moment'

YEAR: 2002-2003
In 2002, Airtel again repositioned its brand with new
tagline Live Every Moment and changed its logo to
create a brand identity that had a younger international
look and feel.
SIGNIFICANCE:
This tagline denotes that each and every person in
India lives every moment (emotions, feelings etc.) of
the life with Airtel.

Get Closer to what you love

Year- 2010 onwards

The idea now is that anyone can use Airtel to get

whatever he loves. Whether its a feeling or an object,
Airtel is the key to achieve it.

Airtel has an emotional connect with its customers.

Airtel has invested lots of money in constantly changing
itself to suit the different requirements of its customers
and adapting itself to the changing environment.