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What is the new target market and strategy

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Repositioning

Mature products sometimes need to be repositioned. Finding a new need for an existing product is usually a reason for repositioning. Many years ago, Arm & Hammer baking soda found a new market by repositioning the product for those wanting a clean-smelling refrigerator. The company did a similar repositioning when offering the product as a teeth whitener.

Question 1: Can you think of an existing product that has been repositioned by finding a new market with a different need than the original product? What is the product and how was it formerly targeted? What is the new target market and strategy?

Question 2: Or, can you think of a mature product that is ripe for repositioning? What ideas do you have for a new market for this product?

Reference no: EM132628260

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