Glossary Category: R

What is repositioning

In repositioning, a company attempts to alter the way in which a product or service is perceived or understood by the target market. Reasons for repositioning a product / service can vary from, wrong targeting, to economic or cultural changes, and many more.

Why not discontinue a product / service and choose to reposition it

Repositioning a product / service is not the only option. Many companies decide to discontinue a product or service or launch a new one, instead of repositioning the existing one.