A popular shampoo brand in the market is "smooth and fragrant all day" the brand is positioned as a fragrance shampoo, currently a very desirable attribute to both men and women. However, consumer preferences and priorities change over time. If, example, five years from now, consumers give more importance to the ability of shampoo to make their hair and shiny, how should "smooth and fragrance all day" reposition itself in the market?
Repositioning in marketing is the process of changing the prospective market's understanding or perception of a commodity to effectively compete in the market. For example, smooth and fragrant shampoo should consider the following factor if the consumers change their taste and preferences about the product.
1. The company should analyze the problem the commodity was created to solve or change according to the preference of the consumers. For example, the shampoo made to create a fragrance in the hair of the consumers should now focus on how the product can make the hair shiny.
2. The company should identify the consumers who will be served by the commodity. The shampoo-making company should investigate the type of consumers who will use the commodity frequently.
3. The company should understand the problems of the consumers and try to solve the problem. For example, if the shampoo that was being produced initially only solved the fragrance problem, then, the company should produce shampoo which will make the hair of customers shiny feel fragrant also.
4. The company should use more clearer promotional messages that explain how the product will solve their problem.
5. The company should have a desire to receive feedback from the consumers on how the product is serving. This is important because it will make the company know the areas of concern about the product and improve on them.