In regards to positioning and repositioning a product. These concepts include / category membership, competitive frame of reference, Points of Parity (POP), Points of Difference (POD), establishing brand position (category benefits, comparing exemplars, product descriptor), and differentiation strategies. How might a perceptual Map assist you in explaining your repositioning strategy?
In terms of repositioning, one of three factors typically inform the decision: 1) a competitor's position; 2) a new market; or 3) a rising trend.
Question to Answer:
1.) Explain the reason for positioning and repositioning products.
2.) Choose a product with which you are familiar, preferably one in your industry, and explain how it might be repositioned. Indicate its current position in the market, a desired position, and how you would manage the repositioning effort.