Dictionary of Marketing Terms: repositioning
repositioning
modification of consumer perception of a product or service relative to competitive products or services. Repositioning is necessary when the preferences of the market shift. For example, a premium brand of shampoo sold at a relatively high price with advertising that emphasizes its superior performance may need to be repositioned as consumers become more price sensitive. One way would be to position it as the best value brand with price cuts and advertising that emphasizes that a little bit goes a long way. The costs associated with repositioning a brand, in terms of product, price or promotion modifications, must be weighed against the added revenue potential.
