Product repositioning is not to be confused with repositioning in itself. You’re not trying to reinvent your image as a business but you are trying to reshape how the world sees and used one of your products. This is needed when you misjudged your target audience during the marketing campaign, didn’t realize what your key demographic was, priced the product too high or too low, or perhaps you’ve changed the new version of your product. It’s one of the more complex marketing challenges as customers will already be used to viewing your product in a certain way. You’re no longer trying to establish the product, but change consumers’ perceptions about it. Quite the task.
The powerful visuals
The most effective way to change the perception of a product is the video advertisements. Human beings are visual animals and what we see resonates more in our minds than what we hear, touch or smell. Therefore, the first step is to design a trailer or advertisement for your product in the new theme you have chosen. Maybe you manufacture an instant coffee product and you originally advertised it as a smooth drink which you could enjoy at any time of the day or night. Your new version of the same type of product is for early morning intense sips that wake you up and go well with breakfasts. The visuals have to display this. You shouldn’t make reference to the old visuals but a voiceover should indicate that this is the ‘new’ version of the product, preferably at the end of the advertisement.
A brand new look
The visuals of the product itself have to be different too. The color scheme, font, design, and label must all look completely brand spanking new, in order to disassociate it with the previous iteration. Relabelling is a part of product repositioning, and you can read more about this here. This company provides wrap-around labels for circular tubs, labels for jars and lids to name just a few. You must have a different color scheme and go to the opposite color is highly recommended. If you have a red product, make it blue. If you have a pink product, make it green. The aim is to vividly portray your product differently with the intention of catching consumers’ eyes. In a sea of products on store shelves and on websites, you don’t want to leave any doubt that this is the new version of the same or similar product.
Blast it on social media
You have the ability to market your product to millions of people online, at once. Creating images and a banner to place on your social media accounts. Pin the images of the new products to the top of your feeds. This way everyone entering your page, will immediately see the new product that you are selling. Creating a hashtag for your new product is also recommended.
Product repositioning is difficult by nature but there are many easy techniques that you can utilize. Select a new label, color scheme and design of your product to differentiate it from the previous version.