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Positioning
Positioning
Positioning
Positioning
Positioning
Perceptual Map
Positioning
Positioning
Underpositioning
Overpositioning
Confused positioning
Doubtful positioning
Positioning
10
11
Poor sales
Positioning
12
Milkmaid
Started as Tea Whitener
Did not click
As a topping on pudding
Did not click
Finally clicked as base for dessert
Positioning
13
Doubtful Positioning
Find it to difficult believe in what company claims
Maruti 1000
-
Launches in 89
Positioned as ultimate in luxury
Only luxury car
Launch of Esteem in 94
More luxurious than Maruti 1000
Is it now Ultimate in luxury
Sales dipped
Customer confused
Repositioned as Affordable luxury
Positioning
14
15
Positioning
16
17
18
19
Dove soap
Contains moisturizing cream
Positioning
20
Positioning
21
Nestle Milkmaid
Positioned as a base for dessert preparation.
Positioning
22
Positioning
23
Positioning
24
Hero Honda
Four Stroke, fuel efficiency
Claimed as the leader in fuel efficiency
Fill it, shut it, forget it
Livon
After hair wash oil
Smooth and silky hair
Positioning
25
Positioning
26
Positioning
27
28
Conformance
Product
Differentiation
Tools
Reliability
Design
Style
Durability
Repairability
Positioning
29
Customer
consulting
Maintenance
and repair
Customer
training
Installation
Delivery
Miscellaneous
Positioning
30
Competence
Responsiveness
Communication
Credibility
Courtesy
Positioning
Reliability
31
Performance
Atmosphere
Events
Positioning
32