Hardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James
Hardie is now the third most recognized brand of building material in the world.Refer to Hardie Siding Products. By changing the focus of its promotion from the building industry to homeowners who saw their homes as sources of security, warmth, and stability, Hardie Siding used a _____ strategy.
A. market penetration
B. repositioning
C. product penetration
D. harvesting
E. divestment
Answer: B
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