Positioning

What is market position?

In advertising and business methodology, showcase position alludes to the
shopper's view of a brand or item in connection to contending brands or items.
Market situating alludes to the way toward setting up the image of a brand or
item so customers see it with a specific goal in mind.

Positioning of a Brand
The situating of a brand or item is a key procedure that includes showcasing
the brand or item with a particular goal in mind to make and set up a image
inside the thought process of the shoppers in the objective market. Market
situating of a brand or item should be kept up over the life of the brand or
item. Doing this requires progressing advertising activities planned to fortify
the objective market's impression of the item or brand.

5 factors of Brand Positioning

1. Brand Attributes
What the brand conveys through highlights and advantages to customers

2. Consumer Expectations
What shoppers hope to get from the brand.

3. Competitor attributes
What different brands in the market offer through highlights and advantages
to shoppers.

4. Price
An effectively quantifiable factor – Your costs versus your rivals' costs.

5. Consumer perceptions
The obvious quality and estimation of your picture in buyer's cerebrum.
COCA COLA
The Coca-Cola Company, American organization established in 1892 and today
connected fundamentally in the production and closeout of syrup and
concentrate for Coca-Cola, an improved carbonated drink that is a social
foundation in the United States and a worldwide image of American tastes.
The organization additionally delivers and sells other soda pops and citrus
drinks. With in excess of 2,800 items accessible in excess of 200 nations, Coca-
Cola is the biggest refreshment producer and wholesaler on the planet and
perhaps the biggest partnership in the United States. Home office are in
Atlanta, Georgia.

COCA COLA – BRAND POSITIONING

- USP: Live on the coke side of life
- Refreshing and thirst quenching
- Cultural value
-Family
-Friends
-Everyday life joys

- Consistent and high quality

Factors involved in positioning
Coca cola – Pricing
- 5 cents a glass
- Price remained same for 70 years

Coca cola- Brand Attributes

- Let the word spread
- Awareness
- Reminder
- Keeping up with the competition

Coca cola- Consumer perceptions

- Glasses at soda fountain
- First contour glass bottle design developed by the Root Glass Company
in 1916
- Packaging innovation, 1955: 6.5,10,12 and 26 ounce versions

Coca cola- Consumer Expectations

- Best taste
- Perfect content
- Value for money

Coca cola- Consumer perceptions

- Open Happiness, The coke side of life
- Branded content
- Share-a-coke campaign

FANTA
Built up Parent Company: Fanta is leader Non-Cola brand of Coca-Cola, the
organization has the focused edge over its rivals with regards to Operations,
Cost control, Brand portfolio, Channel promoting, Collaborative client
relationship and infiltration in the market.
FANTA- BRAND POSITIONING

The situating map made above is presenting the contenders of Fanta arranged
by the two terms which caracterized well the brand picture.

Thinking about this guide, we can see that Oasis is an immediate contender of
Fanta, just as Pepsi, which are offering fun universes, seriousless, which called
for happiness and snicker. Focusing on youngsters, the 3 brands are
comparable in their situating. What we can feature is that he experience
offered by Fanta is progressively improved gratitude to its correspondence
procedure which offers another fun world, and reproduces it into reality by its
games and purchasers network. Orangina pursues this astmospher of fun and
experience, it is an immediate contender of Fanta, yet is targetting another
fragment.

We can likewise characterize an other gathering of contender, less hazardous

for Fanta than the first, which assembled delicate refreshment brands like Ice
tea Liptonic, Mirinda, Frutsi, etc, which imparts on either of the section of
Fanta, yet which are not too engaged with the correspondence.

SPRITE
Sprite is an unmistakable soft drink with a lemon-lime season and known for its
green shading marking. Sprite is sans caffeine, fresh tasting, and has a wide fan
base since its presentation in 1961. Sprite is regularly thought to be a nearby
contender to 7 Up, another caffeine free lemon-lime seasoned soda. Dash as a
wide fan base, and one that has changed a piece in socioeconomics throughout
the years. In any case, Sprite has figured out how to remain pertinent as one of
the most well-known soft drinks on the planet.
Customer Proposition
- From Coca-Cola company, their #2 global brand.
- Lemon lime drink that offers sudden refreshment which instantly
invigorates and sparks your body and mind.

Consumer & Shopper Proposition

- Sprite is a quality product from the coca- cola company their #2 global
brand and South Africa #3
- Sprite is the clear Lemon Lime drink that offers sudden refreshment
which instantly invigorates and sparks your body and mind.
- Sprite helps you keep your cool in order to spark true self-expression.

Outlet Positioning
- Supers and Hyper markets
- Independent wholesales
- Convenience store
- Spaza
- Liquor stores
- QSR
- Pubs and clubs
- OTG

COCA-COLA DIET COKE

Diet coke is a sugar-free soft drink and low calorie drink of the coca cola family.
It was introduced in the United States in 1982. In 1983 coca cola introduced
the caffeine free variant of dirt coke. 1986 to 2007 diet coke was introduced in
different flavors like lime, vanilla, cherry etc. Diet coke was introduced in 1993
in India.

Positioning of Diet Coke

The product is intended to be positioned as the only cola drink with a herbal
ingredient. As the cola drink which is not totally artificial. This is intended to
give diet coke an edge over other cola drinks in terms of health in the minds of
the targeted consumers. The health conscious people support the product and
promote the product through the word of mouth.

Positioning Line
“Zero calories, real taste” that creates flavour category within the target
market.

MINUTE MAID

The brand name came out from a name of famous city “Minutemen Militia”.
Jack Fox started campaign for a flavorful juice powder from real delicious
oranges developed by (NRC) in 1945. In this way Minute Maid came into being.
In 1960 it was purchased by Coca- cola. Minute Maid was introduced in India in
2008.
Pricing Strategies
- Minute Maid uses Market Skimming price strategy.
- They are charging higher prices then other substitutes are charging
Positioning Statement
For people who want a juice drink Minute maid is the ideal beverage for
healthy, hassle-free refreshment anytime that’s because minute maid is a good
source of calcium, contains a full days supply of vitamin, is made with real fruit
juice and has low calories.