1) Repositioning up: identify one example and analyze the reasons for success or failure 2) Repositioning...

1) Repositioning up: identify one example and analyze the reasons for success or failure 2) Repositioning down: identify one example and analyze the reasons for success or failure 3) Lateral repositioning: identify one example each of a success and a failure and analyze the reasons for the same

Expert Solution

Repositioning up is a strategy where a down market brand attempts to stretch its brand upwards to new category of customers apart from serving current customers. For examples Juices: with low sugar content, with more juice, not from concentrate, with vitamins are introduced for more health conscious generation

Repositioning down is a strategy to scale down your brand so that you attract more of the right customer .many mal owners adopt this strategy to upgrade their malls. Scaling down doesn’t mean they degrade their mall. They need to invest in the mall just as they would if they were to scale up a mall.

In lateral repositioning the marketer develops an entirely new product which helps in finding a much wider audience. A lateral product like Barbie dolls has taken a huge percentage of the doll market. When Barbie was introduced, the doll market consisted of baby dolls. The result was an entirely new category of the fashion doll.

In all these examples these strategies have been a successful attempt.

keosha answered 8 months ago

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