1. Gatorade Case Study

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

3. 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

6. 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).

7. 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.

8. More sample statements

9. 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: ?page=4