Initially, Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality speaks the language of speed." Back then, the company was trying to make the customers aware of the speed with which it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a parcel delivery company, FPS has:
A)used a repositioning strategy.
B)employed product class positioning.
C)engaged in positioning with cultural symbols.
D)adopted an undifferentiated strategy.
E)employed geographic segmentation.

Question

Quizplus · Accepted Answer

FPS has used a repositioning strategy by modifying its slogan and advertising to focus on different aspects of its delivery service. The company shifted its positioning to move away from promoting itself as simply a parcel delivery company and instead focused on other aspects of its service to differentiate itself from competitors.

Initially, Flash Parcel Service (FPS) Built Its Advertising Campaign Around