-ctorings are less “fast foodish,” piv, the idea in consumers’ heads that Wendy's offering: a the bad reputation that fast food gets these days- REPOSITIONING ti or perce Repositioning involves an attempt to transform oT poids has ty of a brand, generally because the current position that the Brahe Nt Mo ae into less attractive. Sears, for example, attempted to ee ae peas at that offered great sales but unattractive prices the est of the ti Ta e that consistently offered “everyday low prices.” Repositioning in revily Ts. va difficult approach to achieve. A huge amount of money is ee i for advertising and other promotional efforts, and in a lot of cases, the repositioning is unsuccessful. Just recently, Dr. Pepper Snapple Group repositioned the famous 7UP which it owned highlighting the carbonated soft drink as an vital ingredient for baking, cooking, and cocktails in all of its campaigns. This is a good example of repositioning. Repositioning could have the following benefits: Stronger competitive position - One of the major goals of product repositioning is to enhance the brand’s perceived positioned comparative to competition. For that reason, a successful repositioning of a product must produce a continuing market advantage. 2. Enhanced sales ~ Possibly the other chief goal of repositioning, is to produce added sales through a more appropriate offering, which must be communi- cated well to a different target market. 3. Clearer target market ~ In some instances, product repositioning is done to simplify or to modify the brand’s target market, Repositioning, is usually done for products that are non-performing to what is anticipated. At times the difficulty is that the original target market was not properly identified, incorrectly identified, or the needs of that target market changed. 4, Better aligned to present market needs ~ Repositioning, allows the company to communicate effectively the important benefits and the present benefits of a product. This will both assist restrengthen the product and help bond it to more current consumer needs. P 5. Possible media attention - In some situations, since reposition; ry siti o products /brands will get a sound amount of media attention which withete be in touch and strengthen the product's repositioning goals, YL RelP Repositioning Strategies Repositioning consists of changing target market ots or the e) ‘ or both. There are four generic repositioning strategies ee Tential advantage