Repositioning Mapping

What is Repositioning Mapping?

Repositioning mapping is a strategic marketing technique that involves redefining the target audience, intended use, or competitive landscape of an existing product or service. This process aims to breathe new life into offerings that may be underperforming, facing intense competition, or have unmet potential in different market segments. By altering the perception of a product, companies can unlock new revenue streams and extend its lifecycle.

This strategy is particularly valuable in mature markets where product differentiation is challenging and consumer preferences evolve rapidly. Successful repositioning requires a deep understanding of consumer behavior, market trends, and the core strengths of the product itself. It often involves creative marketing campaigns, adjusted product features, or targeting entirely new customer demographics.

Ultimately, repositioning mapping is about strategic perception management. It’s not necessarily about changing the product fundamentally, but rather changing how the market perceives its value and relevance. This can lead to significant gains in market share, brand loyalty, and overall profitability.

Key Takeaways

• Repositioning mapping revitalizes existing products by changing their perceived value or target market.
• It is a strategic tool to combat market saturation, intense competition, and evolving consumer demands.
• Successful repositioning requires thorough market analysis, understanding of consumer psychology, and creative marketing execution.
• The goal is to unlock new market opportunities, extend product lifecycles, and improve profitability without necessarily altering the core product.

Understanding Repositioning Mapping

At its core, repositioning mapping involves identifying an existing product or service and strategically altering its market standing. This can be achieved through various means, including altering its advertising, changing its price point, identifying new customer segments, or associating it with different benefits or uses. For instance, a product initially marketed for professional use might be repositioned for the consumer market, or vice versa.

The process often begins with an audit of the current product positioning. This involves analyzing its strengths and weaknesses, current market share, competitor strategies, and customer feedback. Based on this analysis, marketers can identify opportunities for a new positioning strategy that aligns better with current market dynamics or untapped potential. This might involve a complete overhaul of the marketing message, packaging, or even minor product modifications to suit a new purpose.

Effective repositioning mapping requires a clear understanding of the target audience’s needs and desires, as well as the competitive landscape. It’s about finding an unoccupied or underserved niche in the market where the product can thrive under its new guise. The success of the endeavor hinges on the ability to communicate this new positioning effectively to the intended audience and convince them of the product’s renewed relevance or value.

Formula

While there isn’t a single mathematical formula for repositioning mapping, the strategic process can be conceptually represented by the following elements:

New Perceived Value = f (Original Product Attributes, New Target Market Needs, Competitive Differentiation, Marketing Communication Effectiveness)

This conceptual formula highlights that the success of repositioning depends on how well the original product’s attributes can be adapted or highlighted to meet the specific needs of a new target market. It also emphasizes the importance of differentiating from competitors in this new context and the effectiveness with which the repositioned value is communicated to consumers.

Key factors influencing this relationship include the cost of repositioning (e.g., R&D, marketing spend), the potential market size of the new segment, and the risk of alienating the existing customer base. A successful strategy maximizes the perceived value in the new segment while minimizing these costs and risks.

Real-World Example

A prominent example of repositioning mapping is the transformation of Old Spice. Initially, Old Spice was perceived as a traditional, somewhat dated brand primarily for older men. Its market share had been declining for years, and it struggled to connect with younger generations.

In the late 2000s, Procter & Gamble initiated a major repositioning campaign. They retained the core Old Spice products but drastically shifted their marketing strategy. They launched a series of viral, humorous, and visually dynamic advertising campaigns featuring charismatic spokespeople targeting a younger male demographic and their female partners. The new messaging focused on modern masculinity, confidence, and attractiveness, moving away from the older, more paternalistic image.

This repositioning was highly successful. Old Spice experienced a significant surge in sales and relevance, attracting a new generation of consumers and revitalizing the brand. The campaign effectively redefined what Old Spice meant in the contemporary market, demonstrating the power of strategic perception management.

Importance in Business or Economics

Repositioning mapping is crucial for businesses operating in dynamic and competitive markets. It provides a strategic avenue to overcome market saturation and commoditization. By redefining a product’s position, companies can extend its profitable lifespan, delaying the need for costly new product development or acquisitions.

Economically, successful repositioning can lead to increased consumer surplus by offering existing products in more relevant or valuable ways. For businesses, it enhances brand equity and can lead to higher profit margins if the new positioning commands a premium. It also fosters innovation by encouraging companies to look beyond existing product features and consider new applications and markets.

Furthermore, in an era of sustainability and resource conservation, repositioning an existing product is often more economically and environmentally sound than developing entirely new ones. It leverages existing manufacturing capabilities and supply chains, reducing waste and the carbon footprint associated with new production.

Types or Variations

Repositioning mapping can manifest in several ways, depending on the strategic objectives:

• Market Segment Repositioning: Targeting a different demographic or psychographic group within the broader market. For example, a luxury brand offering a more accessible line.
• Use-Based Repositioning: Highlighting new or alternative uses for the product. For instance, repositioning baking soda as a deodorizer or cleaning agent.
• Competitive Repositioning: Directly challenging a competitor’s positioning or occupying a space they are not serving effectively. This might involve emphasizing superior quality or unique features.
• Perceptual Repositioning: Altering the image or perception of the product without necessarily changing its features or target market, often through creative advertising and branding.

Related Terms

• Brand Equity
• Market Segmentation
• Product Differentiation
• Marketing Strategy
• Competitive Advantage
• Target Market

Sources and Further Reading

• Kotler, P., & Armstrong, G. (2017). Principles of Marketing. Pearson.
• Ries, A., & Trout, J. (1981). Positioning: The Battle for Your Mind. McGraw-Hill.
• American Marketing Association – Marketing Strategy
• Harvard Business Review

Quick Reference

Repositioning Mapping: Strategy to redefine a product’s market perception, audience, or use.

Objective: Enhance value, competitiveness, or relevance.

Methods: Adjust marketing, pricing, target segments, or messaging.

Key Benefit: Extends product lifecycle, unlocks new revenue.

Frequently Asked Questions (FAQs)