re-positioning

re positioning:

 Re-positioning involves changing the identity of a product. Re positioning is effected usually through changing the marketing mix in response to changes in the market place, or due to a failure to reach the brand's marketing objectives.

BlackBerry targets youth for expansion(re-positioning)

"We are the Blackberry Boys" -Blackberry advertisement. It starts with the image of a few suit-clad men claiming to be cool because they use BlackBerry. But soon a bunch of youngsters join the gang and start singing about chatting and surfing.

It says that it is 'Not just the office guys' .

"The campaign is all about telling them that the BlackBerry service is no more exclusive to a certain segment."

The promotion also talks about introduction of a pre-paid scheme by Vodafone for BlackBerry users, thereby making these plans more affordable.

"This ad will be very re-assuring to existing BlackBerry users as well as confidence builder for new users to start using the service."