Entrepreneurial questions on repositioning products: Baking
soda
Sometimes the use of a product may decline over time. The
product may have been well-known for this particular use, but with usage
declining, a company may have to find a new use for the product and communicate
this to the market. For example, Arm & Hammer experienced a stall point
when the use of baking soda for baking at home declined. The company could not
simply encourage customers to increase their baking at home. So, the company
attempted to find other ways customers could use the product. This is known as
repositioning the product: or, more accurately, repositioning by creating
new-use situations. The company repositioned the use of baking soda and
achieved growth.
Question:
What was the nature of this repositioning? What were the new
use situations that help revitalize the sales of baking soda?
Instructions: Compose your answer as an MS Word document
(Arial 12).
