Define Brand Positioning and Repositioning
Brand positioning is not an absolute quality only inherent to a product, but rather reflects that all brands are measured in consumer estimation relative to their intrinsic attributes, performance, quality, durability, style, and ability for customization, according to Chapter 9 of the textbook. For example, McDonalds may not make the best food in the world, quality-wise, but because of the convenience, the stylization of the fast-food experience (which is aimed at children) and the uniqueness of its taste, it has a strong following, especially for families on the go that want to please their childrens tastes. It is synonymous with fast food, even more so than its competitors Burger King and Wendys. However, after many years of being able to capitalize upon the value it offered to consumers, as well as its childlike appeal, McDonalds became increasingly criticized for contributing to the child and adolescent obesity epidemic.
As a result, brand repositioning was required. Brand repositioning essentially reframes the brand to the brands target audience, rather than seeks a new audience, or attempts to reposition an old product (which can be very difficult, since products rarely change very much in their intrinsic attributes) (Houraghan, 2020). But by offering healthier food choices with Happy Meals (like apple slices), consistent food but with options like new coffee beverages, and other options like all-day breakfast menus and digital ordering in some areas, McDonalds has rebranded itself.
The rebranded McDonalds still centers around fast food, and McDonalds is branded as relatively inexpensive and easy food to order and eat with a child-friendly image. But there are also more sophisticated offerings for parents, and items which are healthier for family members who might have health concerns. On the other hand, the core product line still revolves around burgers and chicken nuggets, as well as its famous fries. McDonalds thus has rebranded itself as a more diverse, sophisticated organization changing with modern lifestyles and changes in the American palate, and offering more options for customers with concerns about their childrens diets, but still offers value meals which offer pleasing food, fast, at a low cost for families.
References
Houraghan, S. (2020). What is brand repositioning? (strategy processes + best examples)
Brand Masters Academy. https://brandmasteracademy.com/brand-repositioning/
New Product Plan The PhotoDrive Pro-is a portable hard drive with a high-res screen and fold-out keyboard. It is targeted at photographers both professional and serious amateur. This market has a perpetual need for storage, and benefits from the additionally functionality offered by this drive. In particular, the ability to operate in remote, dangerous or bad weather locations without risking their laptops is a valuable feature of this product. The product
Schools/Healthcare/Government Institutions Use Product Mix: Many of the professionally developed products are well-suited to the educational market. Again, educational institutions can find high performance coupled with cost efficiency. In addition, Dell offers special pricing for educational facilities, their faculty and staff, healthcare institutions, as well as State and Local Government agencies, and government employees. Family Home Use Product Mix: Lastly, the family home market is a key target market for the organization. The
New product created is an addition to an existing line of products that serve a range of clients in the automobile industry. The core business of the company is the manufacture of custom made light weight automobiles guided by advances in technology. The firm has faced stiff competition from other automobile manufacturers venturing in light weight automobile industry. Operations have turned to be difficult in the recent years leading to
And from a services perspective, the ability to gain access to the Internet from anywhere at anytime without excessive service charges is also a highly differentiated aspect of the proposed product. These three aspects of product, process and service combine to deliver a device that replace multiple substitute products. Another characteristic of highly elastic products is that they have an abundance of substitutes (Klemperer, 141). By combining essential elements
New Products The two-dimensional matrix concept is common in business strategy. There are a number of matrices that can be used to help understand a business or the opportunities that exist. A product positioning matrix can help to determine where the best opportunities lie (SmartDraw, 2008). For example, the bubble gum product idea would show that the product itself is not differentiated, but the collector containers would help to differentiate the
New product development (NPD) is a process that designates the complete process of bringing a new product or service to market. There are two individual parts involved in the NPD process. One part of NPD involves the idea generation, product design, and engineering. The other aspect of NPD involves market research and marketing analysis. The way in which these two parts come together varies by industry or with individual strategic
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now