Recast vs. Reposition

Attribute	Recast	Reposition
Definition	Changing the form or structure of something	Changing the perception or positioning of something
Goal	To improve or enhance something	To change how something is perceived or used
Application	Commonly used in manufacturing or production processes	Commonly used in marketing or branding strategies
Impact	Affects the physical characteristics of something	Affects the market perception or target audience of something

Introduction

When it comes to marketing strategies, two common tactics that are often used are recasting and repositioning. Both of these approaches involve making changes to a product or brand in order to appeal to a different target audience or to better meet the needs of existing customers. While they may seem similar on the surface, there are key differences between recasting and repositioning that can impact the success of a marketing campaign.

Definition of Recast

Recasting is a marketing strategy that involves making changes to a product or brand in order to appeal to a different target audience. This can include changing the packaging, pricing, or messaging of a product in order to better resonate with a new group of consumers. Recasting is often used when a company wants to expand its customer base or enter a new market segment.

Attributes of Recast

One of the key attributes of recasting is its ability to reach a new audience. By making changes to a product or brand, companies can attract customers who may not have been interested in the original offering. This can help to increase sales and grow the business. Additionally, recasting can help to differentiate a product from competitors, making it stand out in a crowded marketplace.

Another attribute of recasting is its flexibility. Companies can make small or large changes to a product in order to appeal to a different audience. This allows for experimentation and testing to see what resonates with consumers. Recasting can also be a cost-effective way to reach new customers, as it does not always require a complete overhaul of a product or brand.

Definition of Reposition

Repositioning is a marketing strategy that involves changing the perception of a product or brand in the minds of consumers. This can include altering the messaging, branding, or target audience of a product in order to better align with customer needs and preferences. Repositioning is often used when a company wants to revitalize a product that may be struggling in the market.

Attributes of Reposition

One of the key attributes of repositioning is its ability to breathe new life into a product or brand. By changing the way a product is perceived, companies can attract new customers and re-engage existing ones. Repositioning can help to address any negative perceptions that may exist about a product, allowing it to be seen in a more positive light.

Another attribute of repositioning is its focus on customer needs. By understanding what customers want and need, companies can tailor their products and messaging to better meet those requirements. This can help to build loyalty and trust among consumers, leading to increased sales and brand recognition.

Comparison

While recasting and repositioning both involve making changes to a product or brand, they differ in their focus and approach. Recasting is more about reaching a new audience and differentiating a product from competitors, while repositioning is about changing the perception of a product and aligning it with customer needs. Both strategies can be effective in driving sales and growing a business, but the choice between recasting and repositioning will depend on the specific goals and challenges facing a company.

Conclusion

In conclusion, recasting and repositioning are two valuable marketing strategies that can help companies to reach new customers and revitalize their products. While they have similarities in that they both involve making changes to a product or brand, recasting is more focused on reaching a new audience, while repositioning is about changing the perception of a product. By understanding the attributes of recasting and repositioning, companies can make informed decisions about which strategy is best suited to their needs and goals.