May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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They have set up colorful “Ice Cream Bakery” displays in
supermarkets, and begun to dramatically widen the availability
of their ice cream cakes and novelties. Today 1500 supermar-
kets are served by the Carvel stores, which have become ice-
cream-cake wholesalers.
This makes the important point that rethinking always
comes with repositioning. Normally, you can’t do things the
same old way. You have to be willing to change the company to
better line it up with your new position.
A Big Problem Unsolved
Carvel research shows that in terms of awareness of Carvel
products, the big winners are special-occasion cakes. Most
people think of ice cream cakes only ...
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