Submitted by: Shivani Gupta
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:
* Coca Cola
* Mountain Dew
* 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 middle-aged “uncle” who was outwitted by the young, smart Ranbir. Thus in order to maintain the young image in the minds of consumers Ranbir was made the brand ambassador. Positioning:
“Chaho to Sab kuch hai aasan, ye hai youngistan meri jaan”- As the youth is now liberalised and is ready to leave no stone unturned to reach their aspirations, Pepsi is positioned as a youth brand which is lively . Pepsi has become a friend to the youth and has led many youth cultures. Youngsters over the generations have grown up with Pepsi and share an emotional connect with it, unlike any other cola brand. Be it parties, hangouts, or just another day at home, a day is never complete without the fizz of Pepsi! Ads Chronology
Pepsi, Cricket and Bollywood have been joined at the hip since the beginning. Shah Rukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh Bachchan, Kareena Kapoor, Priyanka Chopra, Virender Sehwag, M. S. Dhoni, John Abraham, Ranbir Kapoor and Deepika Padukone are a few celebrities who will go any length for a chilled Pepsi. MOUNTAIN DEW ( a PepsiCo Product)
Tagline: (Darr ke Aage Jeet hai)
Brand Ambassador: Salman Khan
Salman identifies with the philosophy of the brand and has a strong national appeal. After his hit movie Dabbang, he has occupied a daring, adventurous image in the marketplace. Positioning
It is positioned as a soft drink that exhilarated like no other because of its daring, high-energy, active, extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration is deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. Ads Chronology
The exhilaration and excitement of Mountain Dew has always been reflected in the high-adrenaline advertising of the brand that connected it to outdoor adventure from “Cheetah bi peeta hai” to “Darr ke Aage Jeet hai” LIMCA ( A Coca Cola product )
Tagline: Doobo Taazgi mein...