Customer Repositioning vs. Product Repositioning

Customer Repositioning occurs when a disruptive product is introduced to the market.

Traditionally, marketing/product departments have focused on repositioning their products in order to capture a portion of the market.

As in the example above, disruption can occur when two or more desirable attributes that previously were not offered in one product -- and were not thought possibile to coexist in one product -- are offered in one affordable product.