Marketing - Fictisious Prodcut repositioning Essay

Marketing - Fictisious Prodcut repositioning - Essay Example They sell their product through retailers and other distributing outlets and they have a strategic position in chocolate gift baskets for special occasions. Product repositioning is another key area in marketing. Repositioning relate to the change of the image of product and also targets other buyers. Repositioning is also involves changing the market segment from one to another. Godiva chocolate manufactures change their product position to tween market segment. Currently they are targeting products in general consumers. Their product lines include coffee and cocoa biscuits and other branded chocolates, and their key marketing strategy focused on gift chocolate baskets meant for special occasions. Re positioning in tween market segment in the USA is a very strategic and competitive decision. It is one of the high potential marketing areas mainly intended consumers from aged between 8-12 years. â€Å"The ‘tween’ market represents a whole new marketing challenge -- and opportunity -- for retailers and marketers. Defined by Associate Professor Cele Otnes as "kids ages 8-12," the tween market has approximately $14 billion in annual spending power.† (The â€Å"tween† Market, College of Business Communication Features). Product positioning will depends mainly on consumer’s behavior and perception. Market survey is an important tool before repositioning to identify and determine customer’s needs and wants. The target customers for Godiva chocolates are primarily children in the age group of 8-12 years. They have to consider a proper strategy to reach at their customers, through a strategic market survey to ascertain the reaction of customers as well as main chocolate retailers to determine the final design of the product and its physical attributes like color, size, shape, packaging, brand name etc. It also needs to be ascertained as to what quantity