Question

When Kraft's Philadelphia cream cheese changed its packaging from round to oval to ensure front-facing displays that can’t spin and to fit more into the same shelf space, this was a subtle way in which the firm _________ its product.

Answer 1

Answer: Repositioned

Explanation: Repositioning refers to the major change in positioning for the brand/product. To successfully achieve this the firm has to change the target market’s understanding of the product. This is sometimes a challenge, especially in the case of well-established or strongly branded products.

Firms may consider repositioning a product due to declining performance or due to major shifts in the environment. Many firms choose to launch a new product (or brand) instead of repositioning because of the effort and cost required to successfully implement the change. Repositioning a product does not always guarantee that its sales will rise.