Unique Advantage:

One of the key brand differentiators is its price: products are priced at reasonable and affordable
rates. The brand should focus on health benefits that this energy drink provides. The company’s
long term broader vision abides by the health benefits its energy drinks facilitate. The energy
benefits is because the drink is non-carbonated and non-caffeinated. Another benefit to focus on
is the taste, because that is a reason for customers to keep buying the products.

Decision:
Since going for a nation-wide expansion could lead to both cost and cohesion issues, the brand
should focus on region wise expansion. NourishCo could focus on nearby southern states as well
as hotter states like Rajasthan (climate). Among flavours, the localized ones should be given
priority. Finally, the key brand differentiator is pricing and health benefits and taste should be
highlighted.