my immediate thought, confirmed by your explanation appears to fit the bill here
Re-positioning involves changing the identity of a product, relative to the identity of competing ... Generally, the product positioning process involves
http://en.wikipedia.org/wiki/Positioning_(marketing)
http://www.marketingpower.com/content1482.php
Positioning - The Battle for Your Mind. A summary of the marketing classic by Al Ries and Jack Trout.
www.quickmba.com/marketing/ries-trout/positioning
The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You need to ask yourself, ...
www.marketingteacher.com/Lessons/lesson_positioning.htm - 11k
http://tutor2u.net/business/presentations/marketing/productp...
http://www.1000ventures.com/business_guide/crosscuttings/pos...


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Note added at 39 mins (2008-05-20 19:34:17 GMT)
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yes, I see. While positioning does come up in this context, further research also leads to "in-store merchandising"
Bearing in mind that 80% of all purchasing decisions are made in-store, the importance of in-store merchandising can not be stressed enough. ...
www.ukims.co.uk/docs/services/merchandise.asp - 17k
http://www.ukims.co.uk/docs/services/merchandise.asp
http://www.zoopeople.co.uk/htdocs/pointofsale.htm
BUT
An in-store product display area gondola array for positioning between a pair of parallel aisles and an end aisle and arranged for rear loading.
www.freepatentsonline.com/6302279.html - 51k
In-store merchandising is also the last chance to present shoppers with information about a product's features, benefits, price, and positioning. ...
www.nyirr.com/resources/6059__InStore_Merchandising.113.htm... - 39k
AND also "display locations"
We are now in a position to work with retailers and CPG companies to identify lost sales and to ... Display Locations -- store-specific display locations ...
www.internetretailer.com/internet/marketing-conference/2198... - 37k

product layout n implantation linéaire f , implantation-produit f. shelf layout n implantation du rayon f. shelving layout n implantation des rayons f. shop ...
dictionnaire.reverso.net/business-anglais-francais/layout

'Implantation' wouldn't be used in English imo

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Note added at 1 hr (2008-05-20 19:57:01 GMT)
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'display' may also work - products are displayed