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Repositioning
Repositioning is defined as changing a brand's status compared to competitors according to market demands and customer needs. It occurs in response to changing customer needs, growing competition, stagnant product benefits, and new technologies. The process of repositioning involves 4 phases: 1) determining the current brand status, 2) understanding how consumers perceive the brand today, 3) developing new brand positioning platforms using marketing research, and 4) refining and communicating the new positioning across departments to align efforts. Dettol, an antiseptic liquid, expanded its uses to increase sales, such as for shaving, washing babies' clothes, and illness care.
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Repositioning
- 1. REPOSITIONING Submitted by :Deepak Kumar Mba 1ST Sem
- 2. Definition :- Changing a brand's status in comparison to that of the competing brands according to market demand and customer needs.
- 3. Changing customerneeds Growing Market competition Meet customer requirements Loss in companies sales Stagnant product benefits Emerging new technologies
- 4. You havedone the hard work for developing your product and now its time to act smartly….
- 5. Phase I—Determining theCurrent Status of the Brand Purpose : To understand company and brand To understand the challenges ,opportunities,issues and threats .
- 6. Phase II— WhatDoes the Brand Stand for Today? Purpose : To understand how consumer feel about the company and brand today . Identifying how to position your brand to attract new users and their ultimately becoming loyal purchasers/users/buyers.
- 7. Phase III—Developing theBrand Positioning Platforms Purpose : To utilize all marketing research, brand, industry, and consumer information to reposition what your brand should and can stand for
- 8. Phase IV—RefiningThe Brand Positioning and Management Presentation Purpose : To review and refine the new brand positioning and communicate to all function departments in order to align efforts.
- 9. Dettol Liquid Dettol- the antiseptic liquid is basically used to prevent cuts and gashes from developing sepsis. To increase the occasions for its use, it shows several other avenues. These are i) for the shaving mug ii) for washing babies’ clothes iii) for use during illness for washing and swabbing. These uses are listed on the Dettol bottle itself
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