Reposition your brand into a better marketplace


Occasionally a brand has been promoted to a target audience that is disappearing, or a minimum of turns out to be less attractive than an additional audience. The brand may be doing perfectly well, but could do better: this really is where repositioning comes in.

Repositioning indicates establishing the brand in a various location in the customer's consciousness. Usually, it indicates changing the way everybody thinks of the brand - not just the existing customers, but anyone else who may now consider the product.

The position of a brand in people's minds is usually relative to other brands and products, some of which may not be direct competitors - individuals frequently say that a product is "the Rolls-Royce of . . . ," for instance. Repositioning requires time and effort, but the payoffs can be very big indeed.

Lucozade is a carbonated glucose drink accessible throughout Britain and in numerous other countries. It was originally developed as a drink for people convalescing after severe illnesses - the glucose provided fast energy, and the bubbles gave people's digestive systems a boost. As a way of nourishing someone whose appetite may be poor it succeeded very well, and was in fact an iconic brand.

However, during the 1980s it became clear that there had been an excellent numerous more healthy individuals than sick individuals. General improvements in healthcare and aftercare meant that Lucozade had a shrinking marketplace - while at the same time interest in taking up sport was on the increase as more individuals had leisure time to fill.

A series of TV advertisements showing decathlete Daley Thompson drinking Lucozade helped to reposition the product. Handy-sized bottles had been utilized instead of the bigger one-pint bottles Lucozade originally came in, and the drink was sold through vending machines and at sports clubs.

Nowadays, Lucozade makes use of Lara Croft as its role model, and the repositioning is total. Sales have multiplied, but more importantly the product's future is secure in a growing market, rather than the shrinking market it occupied previously.

Before deciding to reposition, be extremely sure that you would like to lose the marketplace you are already in. You cannot occupy two positions at once - if you reposition, you lose the position you already have. Be extremely clear concerning the position you would like to occupy - consider the competitive problems particularly. Anticipate retaliation from competitors in the new market. Maintain your promotion consistent with the new position.

Legal Disclaimer

Our website is not responsible for the information contained by this article. Articleinput.com is a free articles resource thus practically any visitor can submit an article. However if you notice any copyrighted material, please contact us and we will remove the article(s) in discussion right away.

Note: This article was sent to us by: Benjamin Flynn at 01212011

Related Articles

1. How to extend the life of the product you are selling
Extending the product life cycle It is debatable whether the first or the second in the market makes the most profit. Often the first signposts the way, allowin...

2. How to compile a sales forecast and conceive a marketing strategy
Compiling the sales forecast There are two main areas to look at - desk research and field or commissioned research. Desk research 1. Look at ...

3. Test sampling of your own product might actually improve sales
Testing the idea New firms would be advised to do some test sampling of their new product or service before making large-scale commitments. For manufacturers, a...

4. Test sampling of your own product might actually improve sales
Testing the idea New firms would be advised to do some test sampling of their new product or service before making large-scale commitments. For manufacturers, a...

5. How to place advertisements where your audience is likely to see them
Think of a customer The most important principle to grasp in advertising is placing the advertisement where most of your target audience is likely to see it. Th...

6. What is erosion and how does it affect you marketing strategy
Erosion - the numbers game A popular area for small firms is the 'Postal Bargains' slot in many papers, but research on response is hard to come by. I have carr...

7. Which advertising agency to choose for my business
Using an advertising agency It stands to reason that those who are designing ads every day of the week should be able to come up with better ideas and layouts t...

8. How can I design my own ads for my business
Design your own ads Despite the obvious advantages in going to an agency, many of you will design your own copy, particularly when just starting in business. I ...

9. How to approach your customers directly and make sales
Where the profit lies The only reason for adopting a direct approach is to make more profit. The response to direct mail is often quoted as between 1 and 2 per ...