The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.

1. b

2. Mastermind Credo
For Human Resource
We will always ensure that each member of our team is
happy and leading A progressive and well balanced life. We
will ensure that each one of them learn and grow in life and
for that we will provide all the necessary resources and tools.
We will also create platforms where they can share and
exchange their knowledge with other members of the
society and the organization.
We are committed to provide them transparent and easy
systems and process to fulfill their tasks effectively and also
to provide them healthy and clean work environment and
infrastructure.

3. bOBJECTIVES:
To share my understanding about POSITIONING.
To share positioning of Air-Tel.

4. bOBJECTIVES:
To Share different ideas of positioning.

5. Positioning is an organized system for finding
windows in the mind.
The Product Era:
The Image Era:
The Positioning Era:

7. • When you cant find a creneau one needs to create there own
creneau(look for the hole).
• To move a new idea or product into the mind, you must first
move an old one out. E.g. Christopher Columbus.
• Once an old idea is overturned, selling a new idea is often
ludicrously simple.

8. • Listerine dominated the mouthwash market.
• Listerine with the slogan "medicine breath.“
• Positioned itself in the minds of consumers as the "sweet
breath" mouthwash.

9. •What worked in the past wont necessarily work now or in the
future.
•The name begins the positioning process.
•You have to choose names that are almost, but not quite,
generic.
•A good name is the best insurance for long-term success.

10. • To establish a new position in the mind one needs a new
name and should not take a free ride on the existing name.
• E.g. Xerox got into the mind first & established the premier
position in copiers. Subsequently few companies like IBM,
Kodak & 3M jumped into the copier field. None of the latter
companies succeeded.
• “If you get into the mind first any name is going to work. If not
then you are flirting with disaster if you don’t select an
appropriate name.”

11. 1. Internal development
General Electric Computer
2. External acquisition.
RCA kept Herts

12. • A New product needs a new name, a new ladder. The
overwhelming thinking is to use well known name for new
products.
• E.g. Xerox foray in computers using Xerox name destroyed
billions of $. Xerox represents a position of enormous long-
term value. This was being destroyed by the company
themselves.
• In the prospects mind one name cannot stand for 2 distinctly
different products.

13. Line extension trap
Dial soap having the largest share of the bar-soap market
branded deodorant as Dial deodorant. Dial has a very small
share of the deodorant market. Similarly Bayer having
“invented” aspirin makes Bayer non-aspirin which has a very
low market share.
However from a prospects mind owning a position means the
brand name becomes a surrogate or substitute for the generic
name.

14. Line extension names are forgettable because they
have no independent position in the mind. Their only
contribution is to blur the position occupied by the
original name.

16. 3/13/2015 16
1995-1998
Power to keep in Touch
The tag line 'Power to keep in Touch' used in the brand
promise was designed to make the user feel 'in
control…powerful'
Positioned in premium category aimed at elite class of society.
Promise

17. 3/13/2015 17
1999-2001
'Touch tomorrow‘
Airtel started talking to new segments by positively positioning
and establishing itself as a brand that improved the quality of
life.
New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
Improved The Quality Of Life

18. 3/13/2015 18
2002-2003
'Live Every Moment'
This was the first time A R Rehman had agreed to work for
any brand, anywhere in the world. The music from the
commercial became the most downloaded ring tone in the
history of telecommunications.
Emotional Bonding

19. 3/13/2015 19
2003-2008
'Express yourself‘
Strengthening the emotional bond Airtel enjoys with its
customers
Emotional Bonding

20. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Touch tomorrow‘
YEAR- 1999-2001
SIGNIFICANCE–
-- Airtel started talking to new segments by positively positioning
and
establishing itself as a brand that improved the quality of life.
-- New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-
-- Airtel started to look from a regional level to pan India position
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image thought, To become a Indian
leader, Airtel need to change its tagline .
3/13/2015 20
2001- Shahrukh Khan got “BEST ACTOR “
award.
2002- A.R REHMAN specially signed by airtel for
signature tune.
2003- After the sizzling performance in 2003
world cup, Sachin awarded with “CRICKETER OF
THE YEAR” award.

21. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Touch tomorrow‘
YEAR- 1999-2001
SIGNIFICANCE–
-- Airtel started talking to new segments by positively positioning
and
establishing itself as a brand that improved the quality of life.
-- New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-
-- Airtel started to look from a regional level to pan India position
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image thought, To become a Indian
leader, Airtel need to change its tagline .
3/13/2015 21
WHY THEY SWITCH TO MADHVAN/VIDHYA BALAN?
Chemistry between Madhavan & Vidhya Balan in movie guru
was Superb. Their emotional appeal was quite good as
compared to Abhishek/Aishwariya.
Moto to show the emotional appeal in the ad. This was the
main reason to take Vidhya and Madhvan.

22. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Touch tomorrow‘
YEAR- 1999-2001
SIGNIFICANCE–
-- Airtel started talking to new segments by positively positioning
and
establishing itself as a brand that improved the quality of life.
-- New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-
-- Airtel started to look from a regional level to pan India position
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image thought, To become a Indian
leader, Airtel need to change its tagline .
3/13/2015 22
Changed COLOUR to give more energetic and younger
Look. Indicated the core values of the brand were
leadership, performance, enthusiasm and dynamism.

23. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Touch tomorrow‘
YEAR- 1999-2001
SIGNIFICANCE–
-- Airtel started talking to new segments by positively positioning
and
establishing itself as a brand that improved the quality of life.
-- New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-
-- Airtel started to look from a regional level to pan India position
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image thought, To become a Indian
leader, Airtel need to change its tagline .
3/13/2015 23
Colour of the Chip changed from RED to WHITE.
Recharge cards having various offers, changing Brand
ambassadors, and brand logo on them.
These changes were made to signify that the branding of airtel
now changing according to the competition in the market.
Whenever brand ambassador changes, packaging also
changed. Same was the case with logo.

24. “Leadership is your
best Differentiator.
It’s the collateral for
your brand’s
Success."