This is a book summary of Positioning by Al Ries and Jack Trout. Read this Positioning summary to review key takeaways and lessons from the book. Product Positioning. In their book, Positioning: The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. Positioning refers to the place that a brand occupies in the mind of the customer and how it is In an article, Industrial Marketing, published in , Jack Trout stated that positioning is a mental device used by consumers to simplify information.


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A Few Words About Jack Trout and Positioning

Maggard notes that positioning provides planners with a valuable conceptual vehicle for implementation of more meaningful and jack trout positioning marketing strategies.

However, in the book Get to Aha!

Discover Your Positioning DNA and Dominate Your Competition, Andy Cunningham proposes that branding is actually "derived from positioning; it is the emotional expression of positioning.

Branding is the yang to jack trout positioning yin, and when both pieces come together, you have a sense of the company's identity as a whole" [26].


Developing the positioning statement[ edit ] Positioning is part of the broader marketing strategy which includes three basic decision levels, namely segmentation, targeting and positioning, sometimes known as the S-T-P approach: The STP approach highlights the three areas of decision-making Segmentation: Unlike primary competitive alternativeour product statement of primary differentiation.

Annotated example of a Positioning Statement [31] Volvo To upper income, other brand switcher car buyers [target audience]; Volvo is a differentiated brand of prestige automobiles [marketing strategy], That offers the benefits of safety [problem removal] as well as prestige [social approval].

The advertising for Volvo, should emphasize safety and performance [message strategy] and Must mention prestige as an entry ticket jack trout positioning the category And will downplay its previous family-car orientation in the interest of appealing to a broader range of users.

Positioning by Al Ries and Jack Trout

Within the prestige vehicle category, Volvo positions itself as a car offering superior safety and performance Notes: Positioning works for any company or organization competing in an environment where marketing is essential. Jack Trout explained positioning is about finding and focusing on an idea that differentiates your brand from the competition in a way that is meaningful to your customers.

He taught us that brands grow when their marketers truly understand what idea their customers think is relevant and then work to strengthen that connection.

The day that Innis Maggiore dedicated our business to positioning was jack trout positioning day that our business took wing. The day we found our differentiation — jack trout positioning positioning is our position — was the day we sharpened our focus and started better serving our clients.

Positioning (marketing) - Wikipedia

Ries and Trout call this strategy a single-position strategy because each brand occupies a single, unchanging position in the mind of the consumer.

Finally, change is inevitable and a leader must be willing to embrace change rather than resist it. When new technology opens the possibility of a new market jack trout positioning may threaten the existing one, a successful firm should consider entering the new market so that it will have the first-mover advantage in it.


For example, in the past century the Jack trout positioning York Central Railroad lost its leadership as air travel became jack trout positioning. The company might have been able to maintain its leadership position had it used its resources to form an airline division.

Sometimes it is necessary to adopt a broader name in order to adapt to change.

For jack trout positioning, Haloid changed its name to Haloid Xerox and later to simply Xerox. This is a typical pattern of changing Name 1 to an expanded Name 1 - Name 2, and later to just Name 2.

Positioning (marketing)

Positioning of a Follower Second-place companies often are late because they have chosen to spend valuable time improving their product before launching it. According to Ries and Trout, it is better jack trout positioning be first and establish leadership.


If a product is not going to be first, jack trout positioning then must find an unoccupied position in which it can be first. At a time when larger cars were popular, Volkswagen introduced the Beetle with the slogan "Think small. Other positions that firms successfully have claimed include: There are too many brands that already have claimed a position and have become entrenched leaders in their positions.

A product that seeks to be everything to everyone will end up being nothing to everyone. Repositioning jack trout positioning Competition Sometimes there are no unique positions to carve out.