GATORADE CASE STUDY. MAIN CONCEPTS: Positioning Brand Extension Niche/Differentiation...
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Transcript of GATORADE CASE STUDY. MAIN CONCEPTS: Positioning Brand Extension Niche/Differentiation...
![Page 1: GATORADE CASE STUDY. MAIN CONCEPTS: Positioning Brand Extension Niche/Differentiation Re-positioning.](https://reader036.fdocuments.us/reader036/viewer/2022082422/56649e8a5503460f94b8f011/html5/thumbnails/1.jpg)
GATORADE CASE STUDY
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MAIN CONCEPTS:
•Positioning•Brand Extension•Niche/Differentiation•Re-positioning
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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
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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).
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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.
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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