This one should be familiar to all Consumer/Product Marketers…
A new product is developed with one benefit, one positioning and one target group in mind. It cannot get any more focused that this. The marketing team does all to really understand the requirements of this group and create the product to meet this.
Over time, the newer marketing folks handling the brand and product look for new positioning and new benefits to exploit to a new target group in their quest for growth. Undertake new researches – consumer, R&D, clinical, Claim… it goes on. They tweak the product slightly to meet new needs. Over time, the newer brand folks realize that their product is a ‘wonder’ product, ‘its is the gold standard’ and ICON! Its specially true for brands 50 yrs or older.
