For their AccuRay division we developed a positioning
strategy for a new generation of paper quality control
systems. This work included a new product name as well as a
new strategy that dramatized this development.
Bajaj is India’s second largest motorcycle company.
We have worked with them on positioning their three basic
brands as well as the corporation. This work has resulted in
Bajaj becoming India’s global powerhouse in motorcycles.
DuPont is one of the industry leaders in the laboratory
chemical analysis systems used for blood tests. We worked
with them on how to re-position their systems to deal with
very aggressive competition from Kodak. The strategy called
for a decided change in selling strategy.
We worked with them on a strategy to strengthen their Prozac
brand as well as the introduction of a new drug against life
threatening hospital born infections.
We developed strategies to bring Betty Crocker back to
prominence as well as one to strengthen their line of
“helper” products. (Hamburger, tuna, chicken, etc.)
For HP we have worked with their Professional Services
Organization as well as helped them position a new
generation of large enterprise software.
For IBM we helped them develop a positioning
strategy for their new family of workstations as well as a
concept for a new generation of “processing” to follow data
processing and word processing. We also worked with them on
their Enterprise software operation. The recommendation: Buy
We were asked to review the marketing strategy of Intel’s
Memory Board business. We suggested packaging changes as
well as a major new program to exploit the need for more
memory to run the very popular Microsoft Windows program.
One of the world’s leading viscose (rayon) manufacturers, we
conducted a complete analysis of all of this Austrian
company’s brands and corporate communications. The work
included a positioning strategy to separate them from their
For Merck we have done positioning work for a number of
different drugs. Our most recent work dealt with Mevacor, a
very successful drug that substantially lowers cholesterol
Papa John’s is America’s fastest growing pizza company. Our
contribution to their success was to help position their
pizza as superior to those of the other chains. The concept:
“Better ingredients. Better pizza.”
For Paramount Television we reviewed one of their syndicated
television shows (Entertainment Tonight) and developed a way
to re-focus the show in such a way as to deal with a large
number of new competitors. The new strategy has produced a
dramatic turn-around in the show’s fortunes and made it one
of the most successful in its category.
||Procter & Gamble
We have recently completed a positioning analysis
for one of Procter’s major brands. It involved analyzing the
brands past success, its present strategy and the future
direction on which it should focus.
The largest brewery in Argentina, we did a number of
positioning projects on their beers as well as their brand
of water, Eco. In the water project, we recognized that they
had the mountain water with the lowest content of sodium.
This became their “differentiating” idea.
For Schering we did work on positioning several of their
prescription drugs. One involved formulating an aggressive
attacking strategy against the category leader. The other
program presented a way to establish “leadership” for one of
their fastest growing drugs.
Sears was facing the onslaught of Wal-Mart, Home
Depot, Target and other aggressive retailers. We developed a
“focus on their brands” strategy that would differentiate
them from their competitors.
Tagamet was under attack by Zantac. (In the first six
months, Zantac grabbed 25 percent of the ulcer market.) We
helped Smith Kline develop a “moderate acid suppression”
strategy that blunted the Zantac attack and keep Tagamet’s
leadership for three critical years.
Southwest Airlines is a very successful point-to-point, low
fare airline that operates out of the southwest part of the
country. As they have begun to spread throughout the country
it has become apparent to management that they need a
clearer positioning to use against their bigger competitors.
Our assignment was to better define the category they had
pioneered and the benefits of their approach to air travel.
||Wells Fargo Bank
One of the oldest banks in America, they wanted a way to
bring their 1856 heritage forward. In studying the
situation, we discovered that “fast, responsive service” was
always at the heart of their business. It’s just that
today’s stagecoaches travel at the speed of light. The
concept we developed captured this idea: “Fast then. Fast