Repositioning could sometimes be done by re-defining competitors’ position in customers' mind. By positioning competitors’ product in a way that would advantage ours, we repositioned our product in the perspective of the targeted market or segment. 

 

Example 1: Tylenol

Tylenol vs. aspirin, the leading pain reliever.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Example 2: Audi repositioned Lexus