MKTU 635 – Student Project
Introduction
Positioning is the manner through which a company wants to be perceived like innovative and knowledgeable while branding is the manner that one can go about creating those perception like changing the way people answer the phone. The integration of these two positions a company in the minds of the target market (Clow, 2012). The brand allows one to differentiate a company from the competitors and define themselves in the market stage through focus in who one is and what they stand for. They are able to interact and pass their mission, elevate their awareness and visibility as well as promote loyalty.
How to Position a New Energy Drink
The energy drink will be based on a position mapping that arises from certain aspects:
The first one is that the energy drink is able to offer energy to its users, and the drink is noted to have a great taste that will keep one wanting more. This aspect will give the customers an opinion of what they can get from the drink. It focusses on telling the client that they can get more by drinking the energy drink than staying without it.
Competing Brands and Positioning
The Energy drink is faced with a number of competitions in the market that include Monster, Pepsi and Red Bull. These competing companies have a great market ability that allows them to thrive in the market.
Red Bull
Red Bull position strategy is clear, unique and relevant to the customers. They are able to include an aspect of positive emotional relation that is better than ‘good.’ Its positioning is consistent in several marketing and advertising channels (Clow, 2012). It has the ability to adapt to the changing marketplace.
Monster
Monster positions its brand as an extreme sports drink that provides customers with special skills and they invest in tomorrow’s extreme sports. Fans are encouraged to take the sports drink clothes and represent the brand while living their lives greatly.
Pepsi
Pepsi tries to position itself as the product for the society in general and for the objective of refreshment that can be seen from their promotion slogans like – ‘the light refreshment’
Product Positioning and Target Market
The positioning from my energy drink will position itself as the energy drink that the society has been missing but is available to all people of all ages. The drink is able to offer its clients the feeling of refreshment and re-energized brain and body in general.
The product will target people of all ages as it is a drink for all. The young one’s are able to get energy to play and similarly be effective in class, while the adult will be able to get re-energized from their daily activities while similarly be effective in their jobs.
Positioning Strategy
The positioning strategy that the product will use will be product class. This aims to provide to the customers that the product offers something that they have not gotten for a long time (Clow, 2012). The product will take the name ‘Champion’ as it offers everybody something that they did not have and after taking it they become winners in their respective fields.
Conclusion
Branding and positioning are strategies that are applied so that a product can be able to be effective in the market stage. It aims to appeal to the target market. The paper has been able to focus on these two strategies and other competitors. It has gone ahead to provide its own positioning strategy different and more appealing than its competitors. This is based on offering its clients an extra benefit from taking the product.
Recommendation
The product should try and offer an image that appeals to all members of the society. This will offer it a good base to operate. Moreover, the product ought to give its target audience something that they will benefit by taking the product. This arises from the fact that customers look to what they will get from taking the product.
References
Clow, K. (2012). Integrated Marketing, Promotion and Marketing Communications, 5th ed., New York: Prentice Hall.
