In marketing positioning means the process by which
marketers try to create an image or identity in the
minds of the target market for its brand, product or
Repositioning on the other hand involves changing the
identity of the product, relative to the identity of
competing products in the collective minds of the
WHY REPOSITIONING ?
Not to beat off competition;
Sales increasing but at a slow pace;
Segment not big enough to provide faster growth.
"If a brand does not reposition at the right time, it
may not get a second chance“.
The company decided to reposition the brand in a
timely manner and target new market segment. This
decision was taken in lieu of the lagging sales.
Cadbury is India’s largest chocolate maker and
enjoys a healthy market share of more than 70%
closely followed by Nestle which has a market
share of 20%.
Cadbury commands the market with some great
products like Dairy Milk, Five-star, Bourneville,
and éclairs which are enjoyed by all.
Chocolates as we know have an interesting
history and it have been eaten regularly for
pleasure as well as for medicinal values.
India which has always known for its sweets of
various flavors and especially in India sweets are
must in every festivals. Chocolates manufacturing
in India started in 1947 onwards, but could not
make a major dent in the market.
In India chocolates were meant only for children
and sometimes were enjoyed by an adult that too
in privacy. For Indian consumer’s sweets was a
better option than chocolate.
In late 90’s Cadbury which was leader in
chocolate market saw a big opportunity, which
was to make an inroads into the Indian sweets
market, which was loosely un-organized.
For Cadbury the market was too big and needed
a transition. It decided to reposition itself among
the adults and started with a series of campaign
aimed to woo adults.
It started with the now famous TVC showcasing a
girl enjoying match in stadium while as her
boyfriend who’s playing cricket. As soon as he
scores a ton she jumps on the ground dancing
and celebrating with Cadbury dairy milk. The
campaign was complemented with a tagline “Kya
This Ad along with the other featuring Omang
Kumar shook the entire Advertising world. It was
something unique and never done before, but it
achieved what was desired and Cadbury had
found a new consumer that is Indian youth and
Adults. No longer would anyone call you a child if
you were spotted having a chocolate.
Cadbury which wanted to have a big pie of Indian
sweets market decided to launch its own brand of
sweats and in 1997 it launched Cadbury mithai
The product failed to ignite market and even
though Cadbury tried to re-launch it, it simply
failed. Cadbury recalled the product as it could
not woo consumers away from the sweets with its
Cadbury again concentrated on the adult
consumers with series of campaign. To capture
the sweets market it made a subtle effort with
series of ads around various festivals like
Raksha-Bandhan and recent “Kuch meetha ho
jayee”. This has actually helped Cadbury as on
Diwali, consumers do buy chocolate gift
packs for distribution.
The campaign to reposition Gems is
meant just to increase sales or is it
The repositioning of Gems, which is an Indian
version of M&M marbles, is aimed to capture the
adult consumers, while there is logic behind new
The campaign fails to provide any compelling
reason for adults to buy Gems. “Raho
Umarless” does not emphasis as to why, rather it
is a weak attempt to attract adult & to make them
rethink about Gems.
Ideally the brand should have tried with a non-
hyperbolic, real life scenario where an adult is
enjoying life or the product & it would have
attracted the TG in a right way.
The right approach would have been that
while repositioning, the brand should have
concentrated on building salience and should
have concentrated on finer details as to why
to buy and when to? These elements are
simply missing in the campaign.
Cause and Effect of
Cadbury Dairy Milk Cadbury Gems
On top of the pile.
share of 70%.
Sales shot through the
Not been able to
achieve desired results.
Cadbury Dairy Milk Cadbury Gems
Ad campaign was spot
Reason to consume the
Weak attempt to attract
Salient features missing
Did not provide any
compelling reason to buy
Launched into the Australian market in 2006 by
the Coca-Cola Company.
Coca-Cola used a heavy launch program to
generate trials of the product.
They leveraged their extensive distribution
channels and were able to get the product in
many retailers, with prominent point-of-sale
displays. The can’s packaging had a tattoo look
about it, again tapping into the popular culture of
While the launch campaign was professionally
and effectively executed, the taste of the product
was not great and repeat purchases were quite
low as a consequence.
Therefore, they had to decide whether to improve
and reposition the product or to withdraw it and
replace it with a new brand and product. The
firm decided to reposition the product.
Since they had done such a good job with the
launch, that the brand awareness (a key part of
brand equity) was very high in the marketplace.
With the relaunch and repositioning project, their
biggest challenge was to convince consumers to
re-trial the product. As a result, they changed the
packaging, increased the size of the can and, of
course, improved the product’s taste.
However, they approached the problem of the
product’s perceived poor taste head-on. For
instance, on the can’s packaging, in quite
prominent letters, they had “New Mother, tastes
nothing like the old one”.
As a consequence, they are able to reposition the
product as having a great taste and many
consumers were willing to re- trial the product and
today the product enjoys a good share of the
Australian market and is performing to the firm’s
Just seven years ago McDonald’s was using its
adverts to promote and sell it’s products. It’s
products took the center stage.
But McDonald’s is currently under going brand
reposition. To build better brand experiences,
advertise expectations and deliver the brand
McDonald’s shift in its advertising now places
focus on human qualities and emotion. Replacing
their products. This move away from product
benefits, the brand promise in a direct sales
New generations have new tastes, interests and
habits. McDonald’s is slowly changing itself to
reflect the new generations needs and desires.
New brand position demonstrates that, the
business has been listening to their customers.
Identifying what should be done to improve the
business and lives it effects.
McDonald’s is repositioning itself through brand
storytelling, through media channels that seem to
McDonald’s is doing two things
A. Influencing older generations to take kids to
B. Influencing kids how McDonald’s are doing
things, in a way that will continue to grow with
them. To create a nostalgic sense of a company
doing good. As well as a brand that values fun
Marlboro is the ultimate male cigarette and the
advertising reinforces the same.
The famed cowboy, his Stetson hat and the
rugged looks have gone a long way in reinforcing
that image of rugged manhood.
Check out the very red filter. The very red filter
was used so that the lady‘s lipstick is not spoiled.
Over a century’s what started out as a lady’s
cigarette has been repositioned as the ultimate
Scooter is a product that was invented in Italy. It
was a product that was made with the women in
The male two wheeler vehicle of choice is the
motorcycle. It is heavy manly and sure is rued like
the Bullet. Scooter was designed by Vespa
keeping women in mind.
The lady can get on to it like a ladies bicycle.
They need not straddle like a motorcycle.
Motorcycle It was lighter and had a easier kick
start. The early Italian Advertising campaigns for
Vespa and Lambretta, mainly targeted at women.
The Vespa called Chetak in its Indian Avatar got
positioned as a man’s bike of choice. It was
heavy, rugged and had a kick start. The
positioning of the lady’s bike of choice had later
first occupied by the Kinetic Honda and later by
3) Debeers: (Repositioning the customer mindset):
Debeers is the king of diamonds. It had a easy
time in the western world where the traditional
symbol of love has always been a diamond.
Diamonds are extensively used in engagements
and there was no dearth of customers queuing up
to buy its diamonds.
In India Debeers faced a problem. In India the
metal of choice is gold. So much so that the
majority of gold mined and sold in the world finds
its way to India.
Debeers is still working out its positioning strategy
in India. It is trying to persuade Indians to buy
diamonds along with Gold. It is trying to change
the Indian perception that stones are not that
t is pitching hard to drive home the fact that
diamond are forever.