Repositioning a Product by Bundling Strengths

When a core product is technically inferior to competitors' offerings, it's possible to "invent" a new, more competitive product without changing the original device. This is achieved by repositioning the product as a complete solution that bundles the core offering with the company's other, less tangible strengths.

This new "product" is a combination of:

• The physical device or software.
• The company's reputation and image as a technology leader.
• A clear roadmap of future enhancements and a more complete product family.
• Superior customer service, training, and support infrastructure.
• Better performance at the system level, including peripherals and co-processors.

By shifting the conversation from a feature-to-feature comparison to a discussion of the total solution and the customer's success, marketing can create a "new" product line that better meets customer needs. This strategy plays to the company's strengths and avoids competing in areas of weakness. It is a form of dynamically repositioning the product in the market.