passage require analysis and breakdown

Brand positioning is the method of staking out a specific reputation and image within the target markets minds. Positioning helps with creating a value proposition within the market, so customers know and seek out the particular products a business is selling (Kotler & Keller, 2016). As time, competition, and technology progress, it may be necessary to reposition either up or down a product lineup in order to keep the value proposition aligned with the current realities of the marketplace.

My company had a private-labeled product that was one of the best tires we had ever offered at the time of its launch. As such, we marketed its features and its place in the premium space, quickly becoming our top-selling tire. A few years later the design began to look outdated and we partnered with a different firm to produce a second, best-in-class line. This product took over the top spot of our lineup, allowing us to move the older tire line into a better category designation, down from best. To facilitate this move, my team and I were able to negotiate lower acquisition prices, which allowed us to maintain most of our profitability while lowering retail prices to a very competitive level that allowed a step-up to the premium pricing. The tire that it replaced in the better line was then marked down and discontinued. All told, having two high-quality product offerings has dramatically increased our market share, giving customers two distinctive options to fit their budget and their driving needs.