A Book Review: Positioning by Al Ries and Jack Trout Essay

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Table of Contents

POSITIONING: A well-defined concept 3

IMPORTANCE TO MARKETERS 3

FIVE (5) IDENTIFIED POSITIONING STRATEGIES 4

Classic “multibrand” Strategy (p49, p97) 4 Broadening the name, product application and/or usage (p50) 5 Cherchez le creneau (p54) 5 Reposition the Competition (p61) 6 Reverse line extension Strategy (p112) 7

POSITIONING AND THE MARKET 7

Cadbury – India 7 Zipcar’s Statement 9 Lifebouy’s 107-Year Heritage 10

Your Ready. Your Set. But are you in the right Position? 11

INSIGHTS 12

BIBLIOGRAPHY 13

POSITIONING: A well-defined concept

Positioning is a concept in marketing which was first introduced by Jack Trout (
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The company recognizes the enormous difficulty of moving an established position. It may be cheaper and more effective in the long run to introduce a new product even if you eventually have to kill off an old, established name. Since each product under a multi-brand strategy has its own identity it sometimes called, single-position strategy. Unlike Colgate-Palmolive usually houses their product line (ex. Colgate toothpaste, Palmolive soap) even though housing the brands will make the company’s name more visible in the market it may brought disadvantages especially when the company is already known for its particular product category and then they wanted to launch a new product line that is completely different from their current market-offerings it may be a big challenge for the company to gain their customers confidence towards the new product as well as changing their mind-set on how they view the company in terms of their area of expertise.

Broadening the name, product application and/or usage (p50)

By broadening the name, you can allow the company to make the mental transition because there are times that a name change will help bridge the gap from one era to the next. Who would have thought that an example at the time the book was published is now implemented as a course subject in the academe:
“Sales Management changed its name

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