
Product Management 111
customers’ tastes and preferences may change; and fi nally, competitors may produce something new
that can reduce the sales of the existing brand.
Owing to any of the aforementioned reasons, if the existing brand does not perform well, marketers
think for repositioning, that is, positioning the brand afresh by modifying, improving or extending its
purpose of use, or catering the need of other groups of consumers who remained excluded earlier. The
main objective of brand repositioning is to increase the sale of the brand, thereby earning higher profi t.
Initially, Kellogg’s failed in India, as it positioned cornfl akes as ...