Repositioning of Product
Aneesh Kumar C
Need for Repositioning Brand
• Changing customer needs
• Growing Market competition
• Meet customer requirements
• Loss in companies sales
• Stagnant product benefits
• Emerging new technologies
• You have done the hard work for
developing your product and now its time
to act smartly….
Four phased brand repositioning
• Phase I—Determining the Current Status
of the Brand
• Phase II—What Does the Brand Stand for
• Phase III—Developing the Brand
Positioning Platforms: Where Can We
Take It Tomorrow to Grow the Brand?
• Phase IV—Refining The Brand Positioning
and Management Presentation
Adding few more to the leafs
• Functional base-
Solving customer problems, Providing
benefits to customer
• Symbolic base-
Self image enhancement, Ego identification,
Belongingness and social meaningfulness.
• Experiential- Provide sensory simulation,
Provide cognitive simulation.
Steps involved in repositioning
• Re-evaluating competing products
• Identifying the attributes, “Product Space”
• Collecting information from customer and feedbacks.
• Determine the share of mind of the product.
• Determining current location of product in “Product
• Determine the target market’s
• Examine the position of the competing product, position
of your product and the ideal vector.
• Select the optimum position.
• It’s a geometric representation of
customer/ consumer beliefs about current
brands in a given product category.
• Product spacing is part of “market space”.
• A, B ,C and D are various products/ brands in the
Customer/ Consumer Spacing
• I indicates various Customer/ consumer preferences in
the market for particular product
• Market spacing is the superposition of the two geometric spaces
(i.e.-Product and customer/ consumer spacing)
• X stands for our new brand/ product in the market
• We have to meet I requirements and get as close as possible.
Evaluation of customer feedback
after repositioning the brand
Acceptability 10-point numerical Thermometer
10- Excellent 100
Extremely acceptable (7) 9 90 Excellent
Quite acceptable (6) 8 80 likely very well
Slightly acceptable (5) 7 70 quite like well
Neither one nor the other (4) 6 60 likely fairly well
Slightly acceptable (3) 5 50 Indifferent
Quite unacceptable (2) 4 40 not like very well
Extremely unacceptable (1) 3 30 Not 'so' good
2 20 Not like at all
1 poor 10 terrible
Customer Feed back-Improving
• Capitalize on the customer feedback
• Findings ways to fill the voids
• Match customer requirements.