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