What to do when???

Costumer attitude has change. Technology has overtaken the existing products. Product has strayed from the consumer long standing perception of them.

The answer is : REPOSITIONING

Repositioning
Changing the position of the product in the market or consumers mind.

THE POWER OF REPOSITIONING (A FOUR PHASED PROCESS)

DETERMINING THE CURRENT STATUS OF THE BRAND WHAT DOES THE BRAND STAND FOR TODAY? DEVELOPING THE BRAND POSITIONING PLATFORMS REFINING THE BRAND POSITIONING AND MANAGEMENT PRESENTATION

Types of repositioning
Increasing Relevance To The Customers Increasing Occasions For Use Search For Viable Position Making The Brand Serious Falling Sales Bring In New Customers Making The Brand Contemporary Differentiate From Others Changed Market Conditions

Increasing Relevance To The Customers

Bournvita Taste additive to milk Extra nutrition, extra taste Lipton yellow label tea Exotic and foreign Exotic and indian

Nutrition, mental stimulaton

Increasing Occasions For Use

Dettol soap Titan

Beauty soap
Germ kill soap

Watch with elegance

Watches as gifts

Search for a Viable Position

Complan
Food for the convalescing

For the family

For growing children

Falling Sales
Ambassador Rugged road master A member of the family

Bring In New Customers

Johnson and johnson Baby shampoo no more tears

Differentiate From Others

Mint-0 Adult candy All mint, no hole

Changed Market Conditions

Horlicks Milk additives Energy giver and health provider