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Gatorade Case Study. What is positioning?. Creating a “perception” (or image) of what the market believes of your product Not simply informing them about your product

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Presentation Transcript
what is positioning
What is positioning?
  • Creating a “perception” (or image) of what the market believes of your product
  • Not simply informing them about your product
  • The positioning concept focuses on the rational or emotional benefits that buyer will receive or feel by using the product/service - the perception/image conveyed
  • Differentiation: what makes the product/service different than competitors?
  • Repositioning: shift the entire image and gauge how consumers will react
positioning statement
Positioning Statement
  • For (target customer)who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy).
  • Unlike (primary competitive alternative), our product (statement of primary differentiation).
positioning statement for gatorade
Positioning Statement for gatorade:
  • Especially for the serious-minded male athlete,
  • Gatorade is the original sports beverage
  • that improves performance
  • by re-hydrating the body and replacing lost electrolytes.
brand extension
Brand Extension
  • a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category
  • In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales
  • Positives: less risky financially, utilizes existing brand equity
  • Negatives: Diluting the brand, damaging the image

Brand Extension Samples: http://www.adweek.com/news/advertising-branding/best-and-worst-brand-extensions-146966?page=4

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