Pretzels were first introduced as a salty snack. later, the product was repositioned as a low-fat snack in order to respond to a competitor's head-on positioning strategy.
What is positioning strategy?
A marketing strategy called a positioning strategy is one that is concerned with setting a brand apart from its rivals. By clearly defining a brand's competitive advantage, a positioning strategy seeks to change consumer perception.
Marketing communications that are clearly differentiated from the competition, engage with the target audience, and inspire action are all results of good positioning.
Pretzels were introduced as a salty snack but to catch the attention of their target audience they cater themselves as a low-fat snack which symbolizes their positioning strategy.
Learn more about positioning strategy, here:
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