Examples of repositioning and positioning


Maruti Omni Repositioning

It’s surprising that most cars don’t have the fifth door. Sure, you might call it the boot-latch or the dickey, but in this car it is definitely a point of entry especially for a whole gang of excited kids, or the Mrs.’ shopping bonanza!

In other words, it opens wide into wide inner space. And when you combine so much space with the superb Maruti features of styling, performance, fuel-efficiency and driving pleasure, you’ll admit it’s a total car. No wonder it is called the Omni.

Omni space: versatile

On a rough calculation, there is 7.5 cubic meter of space on those four wheels. Remove the rear seat and the Omni doubles up as a cargo carrier, a picnic hatchback, an out-of-town roadster. And to you, it’s still family car, the office car, and the knock-about-town car. In fact, with so much space, its versatility depends on your imagination. The benefits of a car and the advantage of more space that translates into more headroom, more legroom, more luggage-room and more people room too.

Omni: designed for driving comfort

It’s a pleasure to drive. The instrument panel is sleek, with easy-to-read display. The articulated steering column is positioned just right; seats are adjustable, with control levers and gear shaft at hand-touch distance with plenty of breathing space.

The high-performance Suzuki engine

Technically, it’s described as a 3-cylinder 4-stroke, 800 cc engine. What it means is a fuel-efficient, high-performance engine. Designed for over 150,000 km of trouble free operation, after which it can be re-bored.

The Maruti plus points

Features for safety and stability are standard to Omni. What is important is that such features are found in more expensive cars.

A McPherson strut independent suspension in front and a leaf spring type in the rear. 30-cm diameter drop-center wheels contribute to safe, stable cornering, and tight turning ability. It is having synchromesh forward gears and a dual braking circuit. Electrostatic paint deposition ensures non-corrosion of the car’s framework. Has a coolant system which eliminates the daily chore of filling water in the radiator. Beyond doubt very good car better still, the most spacious on the road.

Positioning of Titan Tanishq—What went wrong

The brand was positioned to appeal to the top 1% of the urban Indian population. Designs were western, showrooms very glamorous and advertising too sophisticated. The product offer was perceived as too elitist. Naturally, this positioning failed to generate the expected sales volume. Titan went to the market with 18 carat jewellery. The norm for jewellery in India is 22 carat; 18 carat stuff could not be effectively positioned as jewellery. And the fact the brand was positioned for the rich elitist segment aggravated the mismatch. Why should this segment after all buy 18 carat jewellery? Obviously, there was confusion about the value proposition and the product attributes, as well as target market and marketing communications. The advertising and the marketing channel took the positioning to an unintended target. Titan had to totally rework its strategy for the jewellery business. Titan admitted, ‘In India the entry card for wider appeal in Jewellery is 22 carat gold, not 18 carat.’ Titan changed the major product attributes. It introduced a new collection in 22 carat jewellery. The design was also made more Indian. Titan also changed its advertising and channel strategy to make Tanishq less elitist. The aim was to make it appeal to a wider clientele, including the upper middle class. The jewellery business now contributes 20% of Titan Company’s turnover with this repositioning.