Repositioning is a natural way of life for a product or service- Explain.

I do agree with the statement - ‘Repositioning is a natural way of life for a product or service’.
Reasons behind preferring this concept can be better described if I may have this opportunity to
demonstrate my understanding on the below three things:
 Differences among ‘Product or Service’, ‘Brand’
 ‘Product Positioning’ and ‘Product Repositioning’

Differences among ‘Product’, ‘Brand’ and ‘Service’

Product/ Service
The product is an item or service produced
and offered by the company for sale in the
market.
Copying a product is easy
Brand
A brand is an entity like the logo, symbol or name
used by the companies, to make their products
identifiable among other products in the
marketplace.
But it is hard or says impossible to copy a brand.

Companies create products On the other hand, Brand is created by us i.e.

Products can be replaced by other products
because it becomes obsolete over time.
Product performs its general functions
customers; it takes years and years to build a
brand loyalty.
In contrast to this, brands are forever.
But a brand offers value to the customers.

The product is tangible or intangible in However, a brand is intangible it can only be

nature experienced.

Product positioning:
Product positioning is a form of marketing that presents the benefits of your product to a
particular target audience. Through market research and focus groups, marketers can determine
which audience to target based on favorable responses to the product. Research can also
determine which product benefits are the most appealing to them. Knowing this information
helps streamline marketing efforts and create effective marketing messages that drive more leads
and sales. It also helps differentiate the product or service from the competition in the
marketplace.

Examples of Product Positioning:

Product positioning can involve a number of different elements. A product can be positioned in a
favorable way for a target audience through advertising, the channels advertised through, the
product packaging, and even the way the product is priced. For example, market research may
have revealed that the product is popular among mothers. What do they like about the product?
What should be highlighted about the product to attract them? And where should the product be
advertised to reach them?

Why Repositioning of a product is inevitable for a healthy product line to be a successful

brand?
Below are the benefits of ‘Repositioning of a product’:
 Stronger competitive position
 Improved sales
 Clearer target market
 Better aligned to current market needs
 Potential media attention

Stronger competitive position:

One of the main goals of product repositioning is to improve the brand’s perceived positioned
relative to competition. Therefore, a successful repositioning of a product should create an
ongoing market advantage.

Improved sales:
Probably the other main goal of repositioning is to generate additional sales through a more
relevant offering, which is more effectively communicated, perhaps to a different target market.

Clearer target market:

In some cases, product repositioning is undertaken to clarify or to change the brand’s target
market. Repositioning is generally undertaken for products that are not performing to
expectations. Sometimes the problem is that the initial target market was not appropriately
defined, wrongly defined, or the needs of that target market and evolved.

Better aligned to current market needs:

Repositioning allows the company to warrant effectively communicate the key benefits and the
current benefits of a product. This will both help re-energize the product and help connect it to
more contemporary consumer needs.
Potential media attention:
In some cases, because repositioning products requires significant promotional support to be
successful, it is likely that some well-known products/brands will receive a reasonable amount of
media attention which will help communicate and reinforce the product’s repositioning goals.