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brands. Repositioning is effected usually through changing the marketing mix in response to changes in the market place, or due to a failure to reach the brand's marketing objectives. Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (antiseptic liquid) was known for its ability to cure cuts and gashes. The extensions beauty positioning was not in tune with the parents germ-kill positioning. The soap, therefore, had to be repositioned as a germ-kill soap (bath for grimy occasions) and it fared extremely well after repositioning. Here, the soap had to be repositioned for image mismatch. There are several other reasons for repositioning. Often falling or stagnant sales is responsible for repositioning exercises.
It is not always that these nine categories are mutually exclusive. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons.
Lipton Yellow Label Tea:Lipton Yellow Label Tea was initially positioned as delicious, stylish and best tea for the global citizen. The advertisements also echoed this theme. For instance, all the props and participants in the advertisements were foreign. It is possible that this approach did not find favour with the customers. The repositioning specifically addressed the Indian consumer through an Indian language.
Bye, Bye Kanta Bai indicating that the dishwasher signaled the end of the servant maids tyranny. The brand, therefore, was repositioned from a sophisticated, aristocratic product to one that is functional and relevant to the Indian housewife.