4. REPOSITIONING REFERS TO THE PROCESS OF ALTERING THE
EXISTING SPACE A BRAND OCCUPIES IN THE BRAINS OF THE
CUSTOMERS.
IN SIMPLE TERMS, IT IS A PROCESS OF CHANGING HOW
THE TARGET MARKET PERCEIVES THE BRAND OR ITS
OFFERING WITH RESPECT TO ITS
- FEATURES, AND
- COMPETITORS.
WITH REPOSITIONING, THE BUSINESS TRIES TO CHANGE THE
WAY THE CUSTOMER VIEW THE BRAND WITHOUT ALWAYS
ALTERING THE BOND BETWEEN THE CUSTOMER AND THE
BUSINESS. IT INVOLVES CHANGING THE BRAND’S PROMISE
AND PERSONALITY WITH AN UPDATED OR REFRESHED –
MARKETING MIX,
BRAND IDENTITY,
TARGET CUSTOMER, AND
BRAND ESSENCE.
5. THE REASONS FOR REPOSITIONING ARE :-
• To extend the product life cycle
• To move into a new market segment
• Because of changes in society and in social attitudes
• The brand evolves with time
• Increasing relevance to the consumer
• Increasing occasions for use
• Search for a viable position
• Making the brand serious
• Falling sales
• Bringing in new customers
• Differentiate from other brands
• Changed market conditions
7. IMAGE REPOSITIONING:
No change in the product but promotion is used to change the image of the product.
• Classic Example will be Dettol liquid:
• Antiseptic liquid is basically used to prevent cuts and gashes from developing
sepsis.
• To increase the occasions for its use, it shows several other avenues.
These are
1. for washing babies clothes
2. for the shaving mug
3. for washing and swabbing
4. to clean floors
8. PRODUCT REPOSITIONING:
Modification of the product.
Change in both product and target market.
Cadbury’s Bournvita
• Bournvita is a case of how a brand changes its positioning in keeping with the
changing needs of the customers.
• Initially the emphasis was on it good taste (taste additive to milk).
• Then as the customers became more demanding , the pitch was modified to include
the nutritive aspect as well ( extra nutrition, extra taste).
• Later to make itself more attractive it claimed to give sharpness of mind
(nutrition, mental stimulation)
9. INTANGIBLE REPOSITIONING
Targeting a different market segment with the same product
Titan: from watch with elegance (basically lifestyle for the rich and
famous) to a gift watch. The new ads show different occasions for
gifting like wedding day, marriage anniversary etc.
10. TANGIBLE REPOSITIONING
The most drastic and risky pivot in an organisational positioning
strategy is when both product and target market are changed.
When a new product no longer appeals to the existing market,
then tangible repositioning allows the company to appeal to new
markets where this new product will be received better.
11. EXAMPLES
OF
REPOSITIONING
Repositioning isn’t a new practice. It has been in existence since the 18th century when
King Friedrich II repositioned potatoes to be daily food.
Since then innumerable companies have repositioned themselves. Here are some
notable examples –
12. REPOSITIONING EXAMPLE
JOHNSON AND JOHNSON
• Johnson and Johnson is the company that is famed
for child care products. It is the mother of all baby
category products.
• It was strongly promoted and positioned as
Johnson’s Baby Care Products.
• The USP of its Baby Shampoo was soft, ‘No Tears’
mild smell and texture that gives the baby the soft
creamy hair.
13. REPOSITIONING EXAMPLE
JOHNSON AND JOHNSON
• However, during their market research and feedbacks for
Baby products, they found out that Mothers used the same
mild baby shampoo on themselves.
• Seeing the marketing opportunity, J & J reconsidered its
target market and soon re-defined the brand for adult use
as well.
• It launched a “Baby Shampoo” series targeted at adults -
“Adult mothers who want the same soft baby hair just like
their children hair.”
14. EXAMPLES REPOSITIONING
AIRTEL
• Airtel was launched in 1995 as a premium cellular
brand, for the elite.
• Later it repositioned itself for newer segments of
customers, promoting themselves as a lifestyle
brand.
• It changed its logo and re-branded itself while
expanding to other countries.
15. EXAMPLES REPOSITIONING
AIRTEL
• The recent repositioning done by Airtel was to shift from
being a sole Cellular network to a Smartphone Network.
Its tagline changed to “Airtel – The Smartphone network”.
• They repositioned themselves from being a cellular brand
to more of Internet Service Provider. This was achieved by
Ad Campaign to reposition the brand to a Smartphone
Network.
