2.

In your view, what positioning options are available for Urzza? Discuss their pros and cons

Positioning
•Creating a favorable & distinctive image (or position) for the
product in the mind of the consumer.
•To Develop a conducive position, brand requires optimal
Points-of-parity (POPs) and Points-of-difference (PODs)

Perpetual map of URZZA

Strong Caffeine

Red
Bull
Coke
Cloud Zero Monstar
Tzinga
9

Pepsi
Next

No Sugar/ High Sugar

Healthy

URZAA

No Caffeine
Positioning Pros Cons

1.Usage of Vit B & C , Already established brands like

Healthy and power drink
tartaric acid instead of
guarana & taurine make
high appeal to
health conscious consumers
and also its immune to
regulations applicable to
caffeinated drinks.
Red bull have got first mover
advantage and Negative
perception in this segment
makes it hard to position as a
healthy drink .

2. Other competing
products tastes bad and
price is also higher .

Tasty Sports Drink 1.Favourable perception as an 1. Limited market size of INR 2

(low sugar) energy boosting drink as billion as opposed to the energy
compared to energy drinks drink market at INR 7 billion
2. Low scope of gaining
2. Higher growth rate of market significant mkt share due to first
segment at 30% p.a. (as mover advantage of less costly
opposed to 20% p.a. for energy competing products
drinks)
Family-friendly Energy Booster 1. low penetration, low 1.Loses some appeal to the
(No caffeine) per capita consumption youth, its most significant target
so we can cater to audience
people of all ages
2. Inherently good 2.Higher priced than most
perception by virtue of drinks in the market segment
its positioning as a
family drink 3.
3. Potentially a unique
product within its
segment; creating a
niche within the
segment