Existing Products
Sun Tan Lotion Example:
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Old Position | New Position
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Glamour--------------------------------------------------Health
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Traditional sun tan lotion positioned as aiding in getting a very glamorous deep tan etc.
Dermatologist reports...skin cancer etc.
Lifestyle needs change, move to more health conscious society
Need to reposition sun tan lotion as a healthy way to be exposed to the sun.
Target market has shifted from the left quartile to the right quartile as far as needs are concerned.
Sun tan marketers need to do same as far as changing consumers perception for the product.
How?
Change Promotion: "Tan don't Burn" The St. Tropez Tan vs. Ultra Sweat Proof Serious tan for...Be Sun Smart
Change Product: Sunscreen and sunless tanning agent.
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