repositioning strategy
[ˌrɛpəˈzɪʃənɪŋ ˈstrætədʒi]
nounpl: repositioning strategies
estratégia de reposicionamento
1. A comprehensive business plan to change how a product, brand, or company is perceived in the market by altering its market positioning, target audience, messaging, or value proposition
The tech company implemented a repositioning strategy to shift from being a B2B supplier to a consumer-focused brand.
A empresa de tecnologia implementou uma estratégia de reposicionamento para passar de fornecedora B2B a marca focada no consumidor.
2. A tactical approach involving changes to pricing, distribution, product features, or marketing communications to address market changes or competitive threats
After losing market share, the airline launched a repositioning strategy emphasizing luxury service at economy prices.
Após perder participação de mercado, a companhia aérea lançou uma estratégia de reposicionamento enfatizando serviço de luxo a preços econômicos.
3. A strategic initiative to reestablish brand relevance, credibility, or appeal among existing or new customer segments
The luxury brand's repositioning strategy targeted younger millennials through digital marketing and sustainable practices.
A estratégia de reposicionamento da marca de luxo visava millennials mais jovens através de marketing digital e práticas sustentáveis.
Repositioning strategy is a critical concept in both American and Brazilian business cultures, with significant emphasis in marketing, consulting, and corporate development sectors. In Brazil, reposicionamento is commonly discussed in business schools and corporate environments, particularly among multinational companies adapting to local markets. The concept gained prominence during economic shifts and market consolidation periods in both countries.
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