As slugster has stated, you need to update the ProductCode in the Property table. You will also need to change the package code in the Summary Stream Information . The easiest way to modify your MSI is by using automation with VBScript .
You need to author a transform (.mst), which is applied to the MSI file before it runs. This transform can do various things, including changing the product code. It is this changing of the product code which allows more than one instance of the same product to be installed, because to the Windows installer it looks to be a different product.
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