Repositioning

In marketing positioning means the process by which

marketers try to create an image or identity in the minds
of the target market for its brand, product or
organization.
Repositioning on the other hand involves changing the
identity of the product, relative to the identity of
competing products in the collective minds of the target
market.
Examples: Airtel, Vodafone, Maggie Noodles, etc…
Reasons for Brand Repositioning

Not to beat off competition.

Sales increasing but at a slow pace.
Create clarity and alignment.
Increase value of company.
Bringing in new customers.
 Importance of brand repositioning

Stronger competitive position.

Improved sales.
Target market.
Aligned to current market needs
Potential media attention.
 Types of Repositioning

Change of Value
image- oriented
oriented
Segment
oriented

Niche- Types
oriented

Celebrity
oriented
Up-market Symbolism
technology oriented
 Value oriented repositioning
When a brand offering values is competing
against the unorganised sector.
When a brand has strongly established a value
proposition.
Segment oriented Repositioning
This strategy is useful when a brand wants to
change the segment to which it is currently
catering some.
Celebrity oriented Repositioning

This strategy is useful when brand uses imagery to

strengthen its association and makes an attempt to
enter a new segment based on the strength of the
imagery.
Symbolism oriented Repositioning
This strategy is useful when a brand with strongly
entrenched functional image wants to expand its
market using a symbolic positioning without
loosing its earlier association.

“Guide to a well dressed male”

“The complete man”

Up-market oriented Repositioning
This kind of strategy is useful when a down market
brand attempts an upward stretch apart from
continuing to serve its current customer
segments.
 Niche-oriented Repositioning
This strategy is useful when a niche brand is interested
in expanding its customers base after it has created
brand awareness.
Change of image-oriented Repositioning

It is worthwhile to investigate the impact of

marketing mix elements on positioning strategies.