Question

Marketers typically do their research to determine what will best appeal to consumers. Many brands are created with the results of this research in mind. Over the years, many famous brands have been repositioned to reflect changes in customer preferences.

Topic: Product Brands

Using the Library for your research, provide several examples of brands that have recently repositioned themselves. Then explain how they accomplished this task and discuss the following:

• Do you think the brands accomplished a successful repositioning strategy? Why or why not?

Answer 1

Brand repositioning

Brand repositioning is successful factor when consumer demand the products or increase of customer flow. The brand goes down because of the competitor brands. They introduce better features then brand anthor brands goes down.

Brand repositioningis when a company changes a brand's status in the marketplace. Brand repositioning is accepted by the customers because they accepted the changes. They make changes in marketing mix such as product, price, place and promotion. It is design according to the consumer needs and wants.

Strategies

Consumer Engagement: In brand repositioning consumer also wanted to be involved. Consumer Engagement will help to understand consumer needs and wants. Company can easily identify their weakness of the product. Consumer Engagement will help the products to catch the market easily.

Identity: identity is anthor important strategy. It is in form of brand logo or company name or style or colour or slogan etc. Everything about the company should tie together and provide a unified identity that the consumer can understand. So consumer will attract to these identity and help to buy the products.

Spirit of giving : It means that company aim not only profit also they want focus in social responsibility. It will help welfare of the society. To utilize this strategy the company can include its partnership with charities in its advertising.

Brand Repositioning is successful when customer demands the product or steady increase in the customer flow. There some factors for successful repositioning.

Complete Overhaul: it means that they want makes change in the product features and add some new features also. But some pieces remain same of the brand. Company provide new vision of the products to customers.

Investment: Company should take risk to investment in the change. This will bring profit in future. If the planning is not in place, the change will not be effective.

Marketing Changes: The look and performance change then marketing measure also want to change. New ways of marketing measure want to take to attract the customers. For example company change advertisement from radio to television to reach more consumer.

Some examples of repositioning brands

1) Pepsi : it is 1st ban in Indian markets but they come back

2) Cadbury India LTD : In 2006 company product contain worms and get questioned by laws. But they come back with strong advertisement strategy.