Repositioning

Repositioning is a marketing strategy that changes aspects of a product or brand in order to change market position and alter consumer perception. Repositioning is often done to revitalize the brand which is losing sales and market share and/or has approached the end of its product life.

Attract new customers. Involving significant changes to one or more of the marketing mix elements. Create a new position in the market and increase sales. Repositioning competitor brands rather than changing the position of ones own brand. Altering the perceived position of competitive brand from the perspective of the customers.

CompetitionEvery re-positioning problem has to start with competition. It not what the organization wants to do, it is what the competition let them do. ChangeUse of latest technologies, communications, and multimedia resources to connect with your consumers for repositioning. CrisisRepositioning enables an organisation to cope with every form of crisis from losses and rising cost to bad press and PR nightmares.

STRATEGIES

Gradual Repositioning: this involves a planned and continuous adaptation to the changing marketing environment. Radical Repositioning: this strategy helps in minimizing the gap between what the brand offers and what market wants. Innovative Repositioning: it is a strategy where the planner finds a new strategic position that offers market opportunities that have not so far been identified by competitors. Zero Repositioning: it is the strategy where the organization maintains an unchanged face to the market over a long period of time and/or it communicates very

IMPORTANT FACTORS:

Increasing occasions for use. Eg: Burnol: curing burns to 3 in 1 curing burns, cuts and gashes Titan: Watch with elegance to Watches as gifts. Search for viable positions. Eg: Centaur : Hotel with style to Hotel for business class. Making the brand serious. Eg: Saffola: Good for heart to Heart not safe without Saffola. Falling sales Eg: Ambassador: Rugged road-master rational to A member of the family emotional.

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Bringing new customers. Eg: Rayban: For Males to Females as well. Differentiate from others. Eg: Mint-O: Adult candy to All mint no hole. Changed market conditions. Eg: Horlicks: Milk additives to Nutrition.

THINGS TO BE KEPT IN MIND

Be relevant to a customers frame of reference While repositioning a brand it is essential for marketers to capture not just emotional and physical needs of the customers, but the dynamics of the situation in which the needs occur. We refer to this as the customers frame of reference. Repositioning a brand too far from this frame of reference creates customer confusion that makes a positioning unsuccessful.

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Securing the customers permission: To reach that end point marketers must ensure that they have the customers permission to claim the new ground to which the brand aspires. Because that permission amounts to reasonable and logical extension of the brand in the eyes of the customers.

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Make sure what you say is what you do: After the brand repositioned, marketers must ensure the brand performance is able to leave up to its new promises. In case the company fails to fulfill the new promise, then it would be in a worse condition than it was before repositioning took place.

REPOSITIONING AN AILING BRANDS

When companies notice that their brand, products or services have taken a hit in the market they have several options .Before embarking on new strategies, they must get to the reason for change, by conducting research. With every brand repositioning, one must explore and assess the market and identify as many repositioning options as possible then gather data that gives a clear picture of the repositioning options before jumping to conclusions or attempting to shift customer perceptions in a particular direction

WHEN REPOSITIONING IS NOT REQUIRED

There are risk associated with repositioning and strategic approach, if a brand is well established and strong. Repositioning may be unwise and difficult to achieve, however where it is triggered by falling sales or in the anticipation of faltering performance, repositioning may be necessary. Example: Lowenbrau

CONCLUSION
Repositioning shows an organisation how to adapt, competeand succeedin todays overcrowded marketplace. Such cutting-edge marketing observations can keep a company on top of their game and ahead of the pack. Understanding the mindset of the consumers is half the battle. Winning in todays world is often a matter of repositioning. Its how one rethink the strategies one has always relied on. Its how one regain the success they have worked so hard for. Its how one wins the new battle of the mind.

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