- HOW TO USE MERITS CHANGELING THE LOST 2ND EDITION FULL
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And much of what I write has been learnt from striking campaigns and strategies of other advertising agencies. Like, for instance, the idea of Cadburys corporate positioning, expressed in the lineMaking India the cocoa country. Many ideas about positioning emerged from the cut and thrust of debate with my former colleagues in Clarion. It was under such resultdemanding tension that a highly successful positioning idea for Milkmaid was discovered.
HOW TO USE MERITS CHANGELING THE LOST 2ND EDITION PROFESSIONAL
Many of my lessons in positioning have been learnt in the real world of marketing and advertising action from clients who were fair, very professional and very, very demanding. Right from those early days and up to 1988 when I played some part in the Golden Rendezvous mission (see Chapter 6), the examples and cases of which I write are those that I have lived with or drawn from the rich experience of fellow professionals. By 1970 we had seen the light and were boldly positioning Farex for infants of 3 months as babys first solid food for all round growth. But competition was rearing its head and some of us were groping with ideas like, for instance, distancing Strepsils from Vicks cough drops of placing it at the more serious end of the less serious to more serious continuum of sore-throat remedies. Even in the mid-sixties we in India had not heard of positioning. That was the age of √rt in Industry when major advertisers like Dunlop and Burmah Shell were more concerned with aesthetic creativity than the compulsions of selling.
Preface to the First Edition In the early fifties when I began my life in advertising in DJ Keymer, now Oglivy & Mather, the positioning era had not yet dawned. We dedicate this book to the memory of our author Subroto Sengupta in the certainty that our readers will find much to appreciate and value in this posthumously published edition of his work.
HOW TO USE MERITS CHANGELING THE LOST 2ND EDITION FULL
Furthermore, full endeavours have been made to contact the copyright holders of all advertisements and extracts presented here from published literature any omissions are regretted. Parameswaran, Executive Director, FCB-Ulka Advertising Ltd., in reading the proofs and suggesting corrections. To this end, we are grateful for the invaluable aid provided by Mr M.G.
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No effort has been spared to ensure that this book is free of errors. The Publishers have since taken the book to its conclusion, confident that his active involvement over the greater part of this project validated its publication. His enormously successful and popular book Brand Positioning was progressing into its second edition, when the author expired. To, Kanika, Bobby, Nandini Monisha and MayaĪmong the several large names in the advertising world, Subroto Senguptas is assuredly of iconic status. ISBN 0-07-058159-2 Published by the Tata McGraw-Hill Publishing Company Limited, 7 West Patel Nagar, New Delhi 110 008, typeset in Garamond at Script Makers, 19, A1-B, DDA Market, Pashchim Vihar, New Delhi 110 063 and text and cover printed at Rashtriya Printers, M-135, Panchsheel Garden, Naveen Shahdara Delhi 110 032 Cover design: Kapil Gupta RZLCRRDBDLDRQ This edition can be exported from India only by the publishers, Tata McGraw-Hill Publishing Company Limited. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.
No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers. Tata McGraw-Hill Publishing Company Limited NEW DELHI McGraw-Hill Offices New Delhi New York St Louis San Francisco Auckland Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal San Juan Santiago Singapore Sydney Tokyo TorontoĬopyright © 2005, 1990, by Tata McGraw-Hill Publishing Company Limited. Subroto Sengupta (Late) Former Visiting Faculty Indian Institute of Management, Calcutta Stretch Your Brand-But Watch Its limits 268-īrand Positioning: Strategies for Competitive Advantage Second Edition Match-Up between Brand Image and Celebrity ImageĬase Study on Himani Sona Chandi Chyavanprashġ0. Positioning through Celebrity Endorsement 227. A Fresh Look at Advertising Objectives 206-Ĩ. ITC Hotel Sonar Bangia Sheraton and Towersħ. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 75. Positioning is Rooted in Product Features-Or is it? 53-Ĥ. The Positioning Concept: Definitions and Illustrations 1-Ģ.
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