Meaning & use
product repositioning
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Meanings
noununcountablebusiness
the process of changing the way a product is presented or perceived in order to target a different market or audience.
Grammar: Uncountable; used with 'the' or no article. Can be modified by adjectives like 'successful' or 'radical'.
Patterns
- product repositioning strategy
- undergo product repositioning
- successful product repositioning
The company's product repositioning turned a children's cereal into a healthy breakfast for adults.
Product repositioning often requires new packaging and advertising.
After losing market share, the brand underwent a major product repositioning.
nouncountablebusiness
a specific instance or campaign of changing a product's image or target market.
Grammar: Can be countable when referring to a particular effort: 'a product repositioning' or 'two product repositionings'.
Patterns
- a product repositioning
- announce a product repositioning
The CEO announced a product repositioning aimed at younger customers.
Their latest product repositioning was praised for its bold new look.
Common combinations
- undergo product repositioning
- The soft drink underwent product repositioning to appeal to health-conscious consumers.
- successful product repositioning
- Successful product repositioning requires a clear understanding of the new target market.
- product repositioning strategy
- Their product repositioning strategy involved highlighting the product's durability.
- radical product repositioning
- A radical product repositioning can alienate existing customers if not handled carefully.
Synonyms and how they differ
- rebranding
- Rebranding changes the brand name or logo, while product repositioning changes the market perception of a specific product without necessarily changing the brand.
- market repositioning
- Similar, but often broader, referring to changing the market focus of a whole company, not just one product.
Word family
- reposition verb
- To change the position or image of something, including products.
- repositioning noun
- The act of changing position or image; often used without 'product' when context is clear.
Commonly confused: product repositioning or product placement?
product repositioning vs product placement
Product placement is when a product appears in a movie or show as advertising. Product repositioning is about changing the product's market image.
Practice
Which sentence uses 'product repositioning' correctly?
Choose one answer.
Option 0 correctly uses 'product repositioning' as a noun meaning the process of changing a product's market image. Option 1 uses it as a verb, which is wrong. Option 2 has incorrect subject-verb agreement ('are' should be 'is'). Option 3 treats it as a physical object, which is incorrect.
Make it your own
Write a sentence using “product repositioning”, then check it and compare it with the examples above.