Re-positioning

Re-positioning refers to the strategic process of altering how a product, service, brand, or even an individual is perceived by the target audience. This involves changing elements of the marketing mix (product features, price, place, promotion) to align with a new target market segment, evolving consumer needs, or competitive pressures. Successful re-positioning often requires comprehensive market research, careful messaging, and consistent execution across all communication channels to build a new brand identity or enhance the existing one, ultimately aiming to improve market share and profitability.

Re-positioning meaning with examples

• After years of declining sales, the company decided on a radical re-positioning of its flagship cereal, targeting health-conscious adults instead of children. This included new packaging, a revised marketing campaign emphasizing natural ingredients, and collaborations with wellness influencers. The aim was to combat growing competition and recapture lost market share, a risky but potentially rewarding strategy.
• Faced with a saturated market, the luxury car manufacturer undertook a re-positioning of its brand image. The new strategy aimed to convey a sense of exclusivity and environmental consciousness, appealing to a younger, affluent demographic concerned about sustainability. The firm updated its online presence to reflect the changes and launched eco-friendly models.
• The department store chain, struggling to compete with online retailers, announced a re-positioning of its physical stores. The plans featured updated store layouts, added customer service, and focus on experience-based retail with interactive displays and personal shopping assistance to attract customers back and create a more engaging shopping atmosphere.
• The struggling non-profit, seeing a drop in donations, initiated a re-positioning of its mission, shifting from a broad focus on global issues to a concentrated effort on addressing a specific local need. The change in the mission was combined with a targeted fundraising campaign, resulting in increased donations and renewed support.
• The politician, trailing in the polls, adopted a re-positioning strategy, focusing on the local population to build a sense of shared values and patriotism. The politician then adjusted campaign messaging and platform promises to resonate with those specific concerns, and increased appearances at local events to build trust and secure votes.