A popular shampoo brand in the market is "Gee your Hair Smells Terrific The brand is positioned as a fragrance shampoo, currently a very desirable attribute for both men and women However, consumer preferences and priorities change over time. If, for example, five years from now, consumers give more importance to the ability of shampoo to make their hair soft and shiny, how should " Get Hair Smells terrific." reposition itself in the market?