A smart business will always look for different ways to improve the segmentation of its market to enable maximization of effectiveness. Emerging submarkets offer a company the opportunity to repurpose or introduce new markets that will satisfy a customer group that has not been addressed. Therefore, the market must be readjusted to target new customers within the market, which changes the elements used in the marketing mix. A product originally segmented and positioned to appeal to men will be repurposed to meet the needs of women. An example of an emerging submarket is the disposable razor industry. In the disposable razor sector there has always been a market for men, but women have started using razors in their lives and this has required the market to be adapted to also appeal to women. To adapt and reposition the marketing mix, razor companies needed to offer razors in styles and colors that would be attractive to both men and women. Therefore, these companies began to offer razors in colors such as pink in addition to the blue and black customized disposable razor, which served as an adjustment to the market positioning