Positioning of Beverages Brands
MARKETING
ASSIGNMENT on
POSITIONING
Submitted by: Shivani Gupta MBA (Ignou)
Ques 1
Choose one of the category or the product group in the marketing industry. Choose some brands in that category and describe how each of them is positioned?
Develop a perceptual positioning map as well. Ans. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way. The result of positioning is the successful creation of customer focussed value proposition. Thus, there is a need for positioning in every strata of marketing.
The product group/ category that I have chosen is aerated sweetened cold soft drinks. A soft drink is a non-alcoholic beverage that typically contains carbonated water, a sweetening agent, and a flavoring agent. The sweetening agent may be sugar, high-fructose corn syrup, or a sugar substitute (in the case of diet drinks). A soft drink may also contain caffeine or fruit juice.
Indian market is bombarded with brands of this category because there is a huge potential as India has above 40% of young population and some brands which I m going to discuss below are positioned as youthful brands.
Some of the brands in this category are:
* Pepsi * Coca Cola * Limca * Mountain Dew * Sprite * Thums Up PEPSI ( a PepsiCo Product)
Tagline: ( Youngistaan ka WW)
Brand Ambassador: Ranbir Kapoor
Shahrukh Khan was losing his appeal among youngsters. Hence, the company's choice fell on the newly-minted Ranbir Kapoor. It may be remembered that in the last Youngistan campaign, Shahrukh Khan shared screen-space with Ranbir. Even in that campaign, the actor appeared only as the
ASSIGNMENT on
POSITIONING
Submitted by: Shivani Gupta MBA (Ignou)
Ques 1
Choose one of the category or the product group in the marketing industry. Choose some brands in that category and describe how each of them is positioned?
Develop a perceptual positioning map as well. Ans. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way. The result of positioning is the successful creation of customer focussed value proposition. Thus, there is a need for positioning in every strata of marketing.
The product group/ category that I have chosen is aerated sweetened cold soft drinks. A soft drink is a non-alcoholic beverage that typically contains carbonated water, a sweetening agent, and a flavoring agent. The sweetening agent may be sugar, high-fructose corn syrup, or a sugar substitute (in the case of diet drinks). A soft drink may also contain caffeine or fruit juice.
Indian market is bombarded with brands of this category because there is a huge potential as India has above 40% of young population and some brands which I m going to discuss below are positioned as youthful brands.
Some of the brands in this category are:
* Pepsi * Coca Cola * Limca * Mountain Dew * Sprite * Thums Up PEPSI ( a PepsiCo Product)
Tagline: ( Youngistaan ka WW)
Brand Ambassador: Ranbir Kapoor
Shahrukh Khan was losing his appeal among youngsters. Hence, the company's choice fell on the newly-minted Ranbir Kapoor. It may be remembered that in the last Youngistan campaign, Shahrukh Khan shared screen-space with Ranbir. Even in that campaign, the actor appeared only as the