Repositioning

Repositioning Essay example
Undergraduate
Essay
Marketing
Pages 3 (753 words)
Download 0
Name: Instructor: Course: Date: Repositioning In the field of marketing, positioning describes the process that marketers use to try and create an identity or image for their business, brand or product in the minds of the targeted market groups (Trout & Rivkin 2)…

Introduction

Repositioning is a significant marketer’s tool that lends an existing brand an edge over the competition, builds loyalty and recognition and improves sales (Moore 12). This paper will describe the repositioning of Hobnobs, a biscuit brand manufactured and marketed by United Kingdom based McVitie’s, a business franchise owned by United Biscuits. With more than 60 brands of biscuits, McVitie's is the leading biscuit baker in the United Kingdom (Moore 10). It also operates in more than 24 countries and owns 46 manufacturing premises. The initial position of Hobnobs, classified as an everyday biscuits, was to take advantage of their wholesomeness and home baked taste. To this end, the marketing approach by McVitie’s was to target a market of people over 35 years of age, in equal measures of both male and female. This group was believed to have the capacity to meet the expense of the choice of branded and luxury biscuits. Consumers perceived Hobnobs as an interesting and lively brand that had a distinct image. Based on this information, McVitie’s saw the need to capitalize on the brand’s strength, hence the reason for the repositioning. Although McVitie’s had a flourishing and loyal customer base in the over 35 group, a research indicated that there were more considerable opportunities in marketing Hobnobs to a younger and wider audience (McVitie’s 1). ...
Download paper
Not exactly what you need?

Related papers

Case study on Schwinn bicycles
Statement of Problem The main area of concern with regards to Schwinn bicycles in the present study is to analyze the reasons for the decline of the company and the positioning issues of the brand and the product. Situation Analysis SWOT Analysis SWOT is an tool for analysing Strengths, Weakness, Opportunities and Threats of an organization (Dibb & Simkin, p.28). Strengths The main strength of the…
Church service: service marketing
Church service: service marketing …
Using Perceptual Maps in Marketing simulation
This will be followed by direct impact/results of these decisions which will be generated by the simulation itself. Following this explanation, the interdependence between differentiation and positioning a product and a service is explained. Besides this, the results of the decision of repositioning the brand of Cruiser Thor or introducing a whole new product line will also be discussed. Besides…
Repositioning Desktop Personal Computers
Desktop are more stable computing system (people can use it continuously for twenty four hours without perturbing stability of the system, processing speed and resolution is better than laptops) with respect to laptops and tablets. Companies use desktop as a working tool for employees. Desktop has seen a sudden fall in sales during 2000’s. Sales of personal computer in USA has touched nadir in…
Simulation Perceptual Maps in Marketing
Thorr Motors for example has used these maps to design a marketing plan for their high brand. Scholar Clemente defines these maps as processes through which the perception of consumers on an existing commodity are charted. I will attempt to discuss the three simulation phases, and recommended solutions and results. Phase I: this involves perceptual mapping. The situation here is decrease in sales…
Repositioning Target Market Demographics Using U.S. Census Data
It can be stated that the target customers for compact cassettes could be the students as well as the young people who possesses the fascination in listening music. According to the Census Data of the United States, it has been apparently observed that the nation has the highest amount of listeners. On the basis of this significant data, it can be affirmed from a broader perspective that the…
Marketing Principle
45). The macro environment of the company is composed of the economic forces which have massive impact on the performance of the business. However, the performance of Tip Top accessories is limited to a geographical location and the target market is based on the geographical segregation, which has ensured success of the organization. However, the company has not experienced expansion because of…