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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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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: