The PPT gives practical examples of a few products which re positioned by their companies and how they got back to conquer the market. Focuses on the core concept of PRODUCT RE-POSITIONING in the marketing domain.

1. Marketing Management
CIA 1
Adnan Khan1727102
Aman Rastogi 1727105
Prachi Ahuja 1727152
Roopam Randhawa 1727159

2. Product

3. What is product repositioning ?
• Repositioning is defined as altering the
position of a brand or product in the minds of
the customer relative to the offerings of the
competitive product.
• It is a very subtle and difficult process as the
brand needs to change the
target market's understanding of the product.

5. • Battle obsolescence
• Evaluate the market
• Review business mix
• Identify gaps
• Realign

6. MARLBORO MAN
Analyze the area of demand.

7. Marlboro man dies

8. Competition leads to repositioning
Same product and target market, change in
the image of the product

9. Kellogg’s repositioned it’s special K into biscuits

10. Change in packaging
Tropicana underestimates their customers' attachment to a classic.

11. OLD is GOLD

12. Change of logo comes at cost
Pepsi's new logo cost them $1 million to
develop

13. Cadbury
Use a trusted celebrity to regain the publics trust.

14. Tagline matters

15. Old Spice is not just for OLD men

16. Nestle Milkmaid repositioned from milk
whitener

17. Burberry
Brands can be successfully revamped by adapting current styles while
celebrating its history.

18. McDonald’s
Pay attention to what the public says about you and respond with
products and services that counteract those accusations.

19. Zandu Balm
The desi ointment got its three minutes of
glory, thanks to Bollywood
blockbuster Dabangg.

20. Harley Davidson
Support your brand with a high-performing product and weed out inefficient management.
"Be aware of controls that are barriers to effectiveness,"

21. Apple
A host of innovative new products, and a
series of marketing and advertising campaigns

22. Dr. Pepper

23. Conclusion
•The company may have
acquired new resources and
competencies enabling it to
modify the product so that it
serves the target market
better.
•Repositioning can click can
also bite the dust
• Repositioning can be done
using logos, slogans, celebs,
packaging, change in the line
of products etc.
•Thus repositioning is
extremely crucial for a brand.