Choose one company in the given list. Read the company’s positioning statement and copy it
to the title page of your report. Please download your chosen company’s insagram data in A3
G-drive folder.
● Lay’s (https://www.instagram.com/lays/)
Positioning: Initially lay’s positioning with the slogan “Can’t eat just one” focused
more on the ingredient quality and the taste rather than what it offered the customer.
Now the brand has repositioned itself around the statement “get your smile on”
hoping to create a moment of enjoyment for the consumers. The brand is now
focusing on customer’s small moments of joy and has adapted various campaigns and
activations to convey the message across stores around the world (Bhasin, 2019).
● Calvin Klein (https://www.instagram.com/calvinklein/)
Positioning: The brand position itself as products that are rich and quality products
designed for urban youth and high-end business executives who are trendy and are
stylish but prefer a minimalistic look. Celebrity endorsement is a key factor in
positioning products in the market.
● Dove (https://www.instagram.com/dove/)
Positioning: Dove has been positioned as a skin enrichment, beauty care and
moisturising brand helping the customer to improve their self-image & self-esteem
and realising their real beauty.
● General Electric (https://www.instagram.com/generalelectric/)
Positioning: Now they are aligning toward sustainable production of energy. The
company highlights the areas of energy production that cause less stress to the
environment which is a great step towards positioning its brands.