CLEP Principles of Marketing Exam Prep

Answer: C - In the early 2000s, Oil of Olay changed its moisturizers’ image from one of providing for healthy skin to one that helps women look much younger than their ages in what is termed repositioning. Companies reposition brands or products to increase sales in a slow market or to correct positioning mistakes. In this example, Oil of Olay wished to change the perception of their moisturizer brand in relation to competing brands. In the minds of their consumers, their moisturizers now offered anti-aging benefits in addition to moisturizing benefits. This repositioning of consumer perceptions is designed either to compete better in a market or to improve lagging sales.