Positioning
How many times we can reposition a brand?
It was recently in the news that Godrej Consumer Products is relaunching its Cinthol soap. The brand was introduced in the market in 1952 as the first deodorant 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.”
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