What market situations are ideal for a brand to position itself by attempting to reposition competition|Quick homework help

Posted: February 19th, 2023

 

Dollar Shave Club made inroads in the men’s shaving products category by positioning itself as a less expensive (but comparable quality) alternative to the market leader, Gillette. In addition, Dollar Shave Club’s quirky advertisements created contrast between the brand and the older, stodgy Gillette brand. For more on Dollar Shave Club, read “How Dollar Shave Club’s Founder Built a $1 Billion Company That Changed the Industry.”

turnitin
We can write
your paper for you
100% original
24/7 service
50+ subjects
  • What market situations are ideal for a brand to position itself by attempting to reposition competition?
  • Identify a category that has an established leader that could be vulnerable if a competing brand repositioned the leader as inferior in some way. Why is this brand vulnerable to being repositioned?

SOLUTION

There are several market situations that could be ideal for a brand to position itself by attempting to reposition its competition:

  1. Overpriced products: When a market leader charges exorbitant prices for its products, it creates an opportunity for a challenger brand to position itself as a more affordable alternative.
  2. Lack of innovation: If the market leader is slow to innovate and introduce new products, it can be vulnerable to a competitor that offers new and innovative products.
  3. Poor customer service: If the market leader provides poor customer service, a competitor can position itself as a customer-centric alternative.
  4. Stodgy brand image: If the market leader has a traditional, old-fashioned brand image, a competitor can position itself as a fresh, modern alternative.
  5. Limited distribution: If the market leader’s products are only available in select locations, a competitor can position itself as a more widely accessible alternative.

An example of a category that has an established leader that could be vulnerable to repositioning is the coffee industry, where Starbucks is the market leader. Starbucks is known for its premium-priced coffee and its upscale, trendy brand image. However, a competitor could reposition Starbucks as an inferior choice by offering lower-priced coffee with similar quality and taste, positioning itself as a more affordable and accessible alternative. Additionally, the recent trend towards supporting local and independent coffee shops over large chains like Starbucks could make the brand more vulnerable to being repositioned.

Expert paper writers are just a few clicks away

Place an order in 3 easy steps. Takes less than 5 mins.

Calculate the price of your order

You will get a personal manager and a discount.
We'll send you the first draft for approval by at
Total price:
$0.00