From my perspective repositioning is more difficult because you are trying to convince people to change their opinion and perceptions.
How can you keep telling people “Hey now think of Cinthol as a man’s soap” and then later tell them “hey its for the family?” Changing the perception of the target audience becomes all the more difficult if it is a strong brand as Cinthol was.
Some youths will buy because Hrithik Roshan is selling it as a “youth soap
It was initially positioned as a “soap for men.” Later it was repositioned as a “family soap.” Now it seems that the company wants to again reposition it as a “soap for the youth.”
