Re-positioning becomes required when performance drops or doesn’t materialize.

Here are four generic re-positioning strategies

• Image re-positioning; Only the image is changed
  
• Product re-positioning : The total product offering is adapted.
  
• Intangible Re-positioning: The less tangible aspects of the product are given greater emphasis.
  
• Tangible Re-positioning: Both market and product are adapted.

Arlinda Copani