Repositioning

Four example repositioning strategies Occasionally, a product may need to be repositioned because of customer tastes or poor competitive performance. Repositioning involves changing the target market, the differential advantage or both. Four generic repositioning strategies are described below: Image repositioning: Keeping the product and target market the same, but changing the image of the product Product repositioning: The product is modified to meet more fully the expectations of the target customer groups. This may involve, for example, making sure that the features of the product offer clear benefits to the customer. Intangible repositioning: If an organization targets new market segments with existing products but places the emphasis on a different, less tangible aspect of the product offering, it can rejuvenate a brand. This occurred with Lucozade, when the energy-giving attributes of the product were reinforced to target a new segment (young adults) Tangible repositioning: In some market sectors, there is a need to change both product and target market. Moving upmarket or downmarket through the introduction of a new range of products often demands a comprehensive repositioning strategy.