Many products are repositioned for a new use or benefit.

Question

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Repositioning a product involves changing its image or perceived benefit to appeal to a new target market or to address a different need. This can include promoting a product for a new use or benefit that was not originally emphasized. Examples of repositioned products include Listerine mouthwash, which was originally marketed as a surgical antiseptic but was rebranded as a breath freshener, and Arm & Hammer baking soda, which was originally promoted for baking but is now marketed as a cleaning agent and deodorizer.

Many Products Are Repositioned for a New Use or Benefit