Positioning or Re-Positioning strategy in Consumer Behaviour

 Find ads depicting the marketing applications of the Positioning or repositioning strategy

 

Category Food Item:

Positioning Strategy:

Positioning is who create or occupied a distinct image of a brand in the mind of targeted customer, for doing something different used Positioning. Positioning concept is defined as how potential buyers see the product, Perception about product and is expressed

relative  to  the  position  of  competitors.  It’s  a  first  concept  to  deal  with  the  problems  of

communication with over communicated society. It’s a concept in which a company creates a

position in the prospects mind, one that reflects the company’s own strengths and weaknesses

as well as those of its competitors, Manufacture creates the long-term relationship with advertiser and consumer & create a positive image in customer mind

“This Position Strategy tends to take a Leadership Position in all Over Market. Statement With The general message of “we are the best in Over Field”.

Like:

Battery ho to Sirf “OSAKA” (Slogan) That’s Create in your mind sensory Perception

 

Mushkil Se Mushkil Daag Bhi Saaf Kardega Bright Sab Right Kardega: -

 

 

Tm hi to Ho “UFONE”

 

JAHA MAMTA WAHA “DALDA”

 

 

 

 

 

2.     ROOH AFZA:

Rooh Afza’s recent ‘Zindagi Mubarak’ campaign by Hamdard Pakistan showcases the unconditional love of a father for his daughter when he sends her Rooh Afza as a gift, so that she does not miss the fragrance and flavor of home. This TVC devised by RG Blue Communications took audiences by storm, and the Mubarak platform was extended to Ramzan Mubarak, Dosti Mubarak engaging the daily relationships of life.

 

Everything began in 1906, when a red syrup was introduced by a small matab in India.

 

 

 

 

Re-Positioning of Rooh Afza:

 

After Partition, this refreshing syrup was launched in Pakistan by Hamdard. The advertising campaigns of the first two decades were based on functionality, taste, color and being the drink of the East.

 

Then Rooh Afza RE-Launch In Karachi By Hamdard, Only Hamdard Know How to make Rooh Afza, And the other drinks Only look-alike drinks that meet by only color, but not the taste, aroma, like Jam-e-Shireen, Naurus Sharbat only color are same.

 

In the early eighties, Rooh Afza positioned itself as a pioneer, with the caption “Every New Syrup Is Red but Every Red Syrup Is Not Rooh Afza”

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The challenge was to position Rooh Afza as a family brand that can be consumed all year round. This approach has resonated with consumers, one reason being the honest, yet heartfelt, storytelling approach.

As a result, the perception of Rooh Afza as only a Ramzan or a summer drink has changed and Rooh Afza is now seen as a family brand and a drink for all seasons and occasions. The magic of Rooh Afza worked, and in no time Hamdard Pakistan became very successful. 

 

Re-Positioning Horlicks: -

The launch in Pakistan was done without much pre-launch research, which also contributed to the lackluster performance of Horlicks. Only informal research was done before launch comprising analysis of retail audit data bought by GSK in order to gain some knowledge about the retail market for edible items and health drinks. No post launch surveys were conducted on consumer perception of Horlicks in Pakistan since its launch.

 

Poor promotion and distribution methods were used for the launch of Horlicks. This was one of the main reasons for the initial failure. The way Horlicks was promoted in the market by GSK was similar to any pharmaceutical product. They used direct selling and word of mouth to promote the product. Doctors would recommend Horlicks to mothers and children as part of a balanced and healthy diet. This method is common for medicines but it did not work well for Horlicks.

 

Muller and Phipps were the sole national distributor for Horlicks in Pakistan in Starting of the launch Horlicks he targeted only Pakistan three major cities only Karachi, Lahore, Islamabad Not available in rural areas.

 

Horlicks Positioning Product in UK:

 

Horlicks is globally positioned as a drink for all times and all events. In the UK, Horlicks is used as a night time drink to help people sleep. It also serves as a substitute for solid food for people with digestive problems.

 

Repositioning Horlicks: -

Before official launch in Pakistan, Horlicks was positioned as a medicinal drink for the elderly people due to the limited scale of grey imports and lack of awareness among common people about its true use. This perception was developed because doctors used to prescribe it to elderly people as a food supplement due to its high energy content.

Horlicks For Older: https://youtu.be/e4xQHgy6zGQ

“GSK is now trying hard to scrub off this perception and reposition Horlicks as a family nourishment drink targeting growing children and young people” The Major Re-positioning GSK change the target Audience. “Ovaltine and Milo were optimal in their nutritional values but clearly targeted to adults” But Horlicks Now Introduce As a family Drink. The previous perception of Horlicks i.e., for elderly was creating direct competition with the Ovaltine.

 

 

 

 

 

 

HORLICKS TARGET FOR CHILDERN ENERGY: -

 

Discussion: -

Horlicks is now changing its positioning from elderly customers to children. In the west, Horlicks was targeted towards elderly who had digestion problems and needed a healthy diet. In Pakistan, people like their diet to be tasty and fun rather than just healthy and nutritious. Therefore, instead of doctors promoting it to elderly, GSK is now trying to focus on reaching children through various marketing channels. GSK promoting 360-degree marketing strategy visit school provide Free Horlicks sachet to student for promoting and taste check.