In marketing, what does repositioning usually involve?

Repositioning in marketing primarily involves adjusting the product to fit a new market. This process typically requires a company to analyze the needs and preferences of a different target audience and make necessary modifications or enhancements to the product. For instance, a company might reposition a product by modifying its features, changing its marketing message, or even altering its packaging to appeal to new customers or to respond to shifts in market demand.

By focusing on a new market, the business can attract different consumer segments, potentially leading to increased sales and market share. This approach is essential when a company realizes that its current positioning is not resonating well with the desired audience or when entering a new market segment altogether.

In contrast, maintaining the same audience does not constitute repositioning, as it indicates that the brand is attempting to appeal to the same consumers without making significant changes. Increasing production output is related to operational capabilities rather than strategic market positioning. Lastly, repeating previous strategies generally refers to consistency in marketing rather than adapting to new market opportunities or shifting consumer preferences, which is central to repositioning.