Repositioned Products: Examples & Overview

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  • 0:01 What Is Repositioning?
  • 0:57 Examples
  • 2:38 Lesson Summary
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Lesson Transcript
Instructor: Dr. Douglas Hawks

Douglas has two master's degrees (MPA & MBA) and is currently working on his PhD in Higher Education Administration.

Consumers change. To keep up, companies need to consider how they present their products and services to potential customers. In this lesson, you'll learn about repositioning, read some examples, and see why it is an important marketing strategy.

What Is Repositioning?

In marketing, positioning is the deliberate, strategic decisions a company makes to present its goods and services to potential customers. For example, when Mountain Dew uses extreme sport settings in its advertising, it's positioning its product as the soda of choice for active, wild youth. When Blackberry advertises its new Q10 smartphone as a very secure, productive device, it's positioning its product as the professional, sophisticated device.

Sometimes the original positioning of a product doesn't spur the interest of consumers. Other times, the original positioning was successful, but the target market of that position has become saturated and companies need to find new ways to feed growth. In those instances, repositioning may be the solution. Repositioning is the deliberate, strategic decision to change the way goods and services are viewed by consumers.


If you pay attention to how companies advertise their products, you'll notice examples of repositioning fairly often. In some cases, repositioning involves a dramatic overhaul of a product. For example, when Dr. Pepper gave Diet Dr. Pepper a new label and a new name - Dr. Pepper Ten - and advertised it as a 'man's drink.' If you saw the advertisements for Dr. Pepper Ten, there was no doubt in your mind that it was positioned as a low-calorie soda that men can be comfortable drinking.

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