3 Repositioning for new uses. Often, consumers discover new uses for products. Astute manufacturers will discover these new uses and use them in their promotions. For example, some women use powdered gelatine to strengthen their fingernails, so gelatine manufacturers could promote this as a new use for the product. Other uses for products may be less attractive from the producer’s viewpoint, of course – some gardeners use beer as a bait for slugs, for example.