Positioning and repositioning PDF

Preview

Summary

The positioning refers to how customers views a product/service/brand against competitors. Re-positioning is moving a product/service/brand on a conceptual map to gain competitive advantage either offering lower prices, better value or a unique selling point. ...

Description

The following repositioned their products Lucozade –from a sweet drink for children to a leading sports drink to a celebration of energy. Follow link to marketing week 2011 Lucozade. Lucozade has been around since the 1920s and was originally sold as Lucozade glucose based energy drink for sick children. Later it was rebranded as Lucozade and again marketed as a health drink, something you would drink when your energy levels needed boosting such as when you were sick or visiting someone in hospital who was sick; again you would take them a bottle of Lucozade. However from the 1990s Lucozade rebranded and also extended their brand name Lucozade sport and later Lucozade energy, this rebrand happened for a reason and was part of a strategic marketing campaign to coincide with changes in people’s perception of work, sport and general social attitudes.

http://www.marketingweek.co.uk/sectors/food-and-drink/soft-drinks/lucozade-featuresmusicians-for-first-time-in-brand-repositioning/3024936.article

Kellogg's Special K – not just a diet product but can be according to Kellogg’s “repositioning strategy to ensure Special K is not just a weight management product but also a holistic lifestyle partner which understands the needs of its consumers.” Skoda cars –

The overall objective with the campaign was to turn the Skoda brand from cheap and nasty to value for money and cheerful. And the idea was to create a message that made gentle fun at Skoda’s poor customer perception. Theme: “The Fabia is so good that you won’t believe it’s a Skoda http://www.youtube.com/watch?v=ZWTJ_TPraLQ

Jaeger Clothes Classic and traditional core and capsule wardrobe not frumpy...