GATORADE CASE STUDY

MAIN CONCEPTS:

•Positioning•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) 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).

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.

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 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