Why are marketers sometimes ''forced'' to reposition their products or services?

Answer 1

The image that a product or service has in the mind of the consumer—that is, how it is positioned—is probably more important to its ultimate success than are its actual characteristics. Marketers try to position their brands so that they are perceived by the consumer to fit a distinctive niche in the marketplace—a niche occupied by no other product. They try to differentiate their products by stressing attributes they claim will fulfill the consumer’s needs better than competing brands. They strive to create a product image consistent with the relevant self-image and needs of the targeted consumer segment. The result of a successful positioning strategy is a distinctive brand image of which consumers rely in making product choices. In today’s highly competitive environment, a distinctive product image is most important. As products become more complex and the marketplace more crowded, consumers rely more on the product’s image than on its actual attributes in making purchase decisions. The technique of perceptual mapping helps marketers to determine just how their products and services appear to consumers in relation to competitive brands on one or more relevant characteristics. It enables them to see gaps in the positioning of all brands in the product or service class, and to identify areas in which consumers’ needs are not adequately met. Thus, marketers may either create new brands to satisfy unmet needs, or, reposition existing brands through promotional messages by stressing those product attributes that are likely to satisfy unfilled consumer needs.