Repositioning is a strategic process used by businesses to change the perception of their brand or product in the minds of consumers, without necessarily altering the core product or service itself. This tactic is frequently employed to adapt to changing market conditions, address competitive pressures, or reinvigorate stagnating sales.
Historical Context
Repositioning has been utilized since the early days of market competition, becoming more prominent with the advent of sophisticated marketing techniques in the 20th century. Notable cases like the repositioning of Marlboro from a women’s cigarette to a rugged, masculine brand in the 1950s serve as classic examples.
Types/Categories of Repositioning
1. Image Repositioning
- Changing the target consumer’s perception of the product’s image.
- Example: Rebranding an eco-friendly image for a cleaning product previously seen as harsh.
2. Product Repositioning
- Shifting the product usage context.
- Example: Baking soda repositioned from merely a baking ingredient to a versatile household cleaner.
3. Intangible Repositioning
- Focusing on emotions and values rather than functional attributes.
- Example: Promoting a car brand as a symbol of freedom and adventure.
4. Competitive Repositioning
- Redefining the product in relation to competitors.
- Example: “7-Up: The Uncola” to differentiate from Coke and Pepsi.
Key Events in Repositioning History
- Marlboro (1954): Transition from a mild cigarette for women to the rugged, male-targeted “Marlboro Man.”
- Old Spice (2010): Repositioning from an outdated brand to a trendy, youth-oriented one with humorous advertising campaigns.
Detailed Explanations
Objectives of Repositioning
- Market Adaptation: To stay relevant amidst evolving market trends.
- Competitive Advantage: Distinguishing from rivals.
- Target Expansion: Attracting a new segment of consumers.
- Crisis Management: Addressing negative perceptions or crises.
Process of Repositioning
- Market Research: Understanding current perceptions and desired changes.
- Strategic Planning: Designing a plan that aligns with business goals.
- Implementation: Deploying new messaging and branding elements.
- Monitoring and Adjustment: Measuring effectiveness and refining as needed.
Models and Formulas
While not mathematical in the traditional sense, positioning and perceptual maps are crucial tools:
Perceptual Map (Mermaid Diagram)
graph TD;
A[High Quality] -- Old Position --> B[Low Quality]
C[Premium Price] -- New Position --> D[Affordable Price]
Importance and Applicability
- Revitalizing Brands: Critical for aging brands needing rejuvenation.
- Competitive Dynamics: Essential for differentiation in crowded markets.
- Consumer Engagement: Enhances alignment with consumer values and expectations.
Examples of Effective Repositioning
- Apple: Shifted from focusing purely on technology to emphasizing sleek design and innovation.
- Domino’s Pizza: Transitioned its image from convenience to quality with a focus on ingredient transparency.
Considerations
- Consistency: Ensure new positioning does not alienate existing customers.
- Authenticity: Repositioning must feel genuine and reflect true brand values.
- Communication: Clear and consistent messaging is crucial during the transition.
Related Terms
- Brand Equity: The value derived from consumer perception of the brand.
- Market Segmentation: Dividing a market into distinct groups with common needs.
- Positioning Statement: A concise description of the brand’s unique value proposition.
Comparisons
Repositioning vs. Rebranding
- Repositioning: Changing perception without altering the product.
- Rebranding: Changing both perception and the tangible aspects of the brand, such as logo, name, and visual identity.
Interesting Facts
- Pepsi’s “Choice of a New Generation”: A repositioning campaign that targeted young consumers and challenged Coke’s market dominance.
- Avis’s “We Try Harder”: Successfully repositioned as a credible alternative to market leader Hertz.
Inspirational Stories
Dove’s “Real Beauty”
Dove’s transformation from a beauty soap to a promoter of body positivity and self-esteem has inspired a generation, showing the profound impact of a well-executed repositioning strategy.
Famous Quotes
- “The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself.” – Peter Drucker
Proverbs and Clichés
- “Adapt or perish” – Reflects the necessity of repositioning in dynamic markets.
Expressions, Jargon, and Slang
- Niche Marketing: Targeting a specific, defined segment of the market.
- USP (Unique Selling Proposition): The distinctive benefit that sets a product apart from competitors.
FAQs
Q1: How long does repositioning typically take?
- A: It varies depending on the market, but successful repositioning campaigns can take several months to a few years.
Q2: Can small businesses benefit from repositioning?
- A: Absolutely. Strategic repositioning can help small businesses better compete in their markets.
References
- Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. McGraw-Hill, 2000.
- Kotler, Philip, and Kevin Lane Keller. Marketing Management. Pearson, 2015.
Summary
Repositioning is an essential business strategy aimed at altering market perceptions to stay relevant, competitive, and aligned with consumer values. Through understanding and application of various types and meticulous strategic planning, businesses can successfully revamp their brand image, leading to increased market share and sustained growth.
