The Marketing Millennials Go-to-Market Plays #7: How to Reposition Your Product
May 14, 2025
Tamara Grominski, an award-winning product marketer and former VP at Kajabi, joins Daniel to tackle the art of product repositioning. They discuss how to recognize when your product needs a new focus, especially during market shifts. With an insightful case study on transforming a classic thermos into a trendy lifestyle brand, they explore key strategies for engaging untapped audiences. Tamara emphasizes that launches aren't just for new products, and repositioning can spark fresh growth opportunities.
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Repositioning Unlocks New Markets
- Focusing too narrowly on a single target market can cause missed opportunities with new audiences.
- Repositioning your product to appeal to a new ideal customer profile can unlock growth without changing the product.
When To Reposition Your Product
- Consider repositioning if growth stalls, the market shifts, or your core segment saturates.
- Also reposition when you see unexpected traction from a new audience segment naturally emerging.
Stanley Case Study
- Stanley repositioned their classic thermos from outdoorsmen to millennial and Gen Z women without changing the product itself.
- They transformed it into a trendy, stylish accessory by updating colors and marketing channels.