GATORADE CASE STUDY MAIN CONCEPTS Positioning Statement Map

GATORADE CASE STUDY

MAIN CONCEPTS: • Positioning § Statement § Map • Brand Extension • Niche/Differentiation • Re-positioning

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

POSITIONING STATEMENT • For (target customer) • the (product name) • that (statement of key benefit) – • that is, (compelling reason to buy). • Unlike (primary competitive alternative), our product (statement of primary differentiation).

POSITIONING STATEMENT FOR GATORADE: • Target Market: Especially for the seriousminded male athlete, • Product: Gatorade is the original sports beverage • Key benefit: that improves performance • Reason to believe: by re-hydrating the body and replacing lost electrolytes.

More sample statements

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 1990 s, 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