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    Entrepreneurial questions on repositioning products: Baking soda

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    Sometimes the use of a product may decline over time. The product may have been well-known for this particular use, but with usage declining, a company may have to find a new use for the product and communicate this to the market. For example, Arm & Hammer experienced a stall point when the use of baking soda for baking at home declined. The company could not simply encourage customers to increase their baking at home. So, the company attempted to find other ways customers could use the product. This is known as repositioning the product: or, more accurately, repositioning by creating new-use situations. The company repositioned the use of baking soda and achieved growth.

    Question:

    What was the nature of this repositioning? What were the new use situations that help revitalize the sales of baking soda?

    Instructions: Compose your answer as an MS Word document (Arial 12).

    © BrainMass Inc. brainmass.com October 10, 2019, 1:45 am ad1c9bdddf
    https://brainmass.com/business/entrepreneurial-issues/entrepreneurial-questions-repositioning-products-baking-soda-347836

    Solution Preview

    For decades, Arm & Hammer Baking soda has sold its product for baking
    purposes. Though some consumers have used the product for other purposes during
    that time, baking has been the main use for this product, that once was considered a
    staple, in the pantry of many homes. However, as lifestyles have changed, leading to
    less baking at home, the use of Arm & Hammer baking soda for this purpose has
    sharply declined. Rather than develop a new product for home use, Arm & Hammer
    made the decision to re-invent the product, for a host of new purposes.

    Many people are aware of the use of this product for brushing teeth and for the
    temporary relief of intermittent indigestion. It has been discovered to be an excellent
    aid for ...

    Solution Summary

    The entrepreneurial questions on responding products for Baking Soda is examined.

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