Gatorade Case Study

Niche/Differentiation Re-positioning Main concepts: Positioning Brand Extension Niche/Differentiation Re-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 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: 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.

More sample statements

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