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Gatorade Case Study

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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Gatorade Case Study

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  1. Gatorade Case Study

  2. 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

  3. 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).

  4. 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.

  5. More sample statements

  6. 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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