Question 2 What was the positioning of URZAA at the time of

conceptualisation? What other positioning could they have done?

Answer 2
Definition: Positioning defines where your product (item or service)
stands in relation to others offering similar products and services in
the marketplace as well as the mind of the consumer.
Positioning refers to the place that a brand occupies in the minds of
the customers and how it is distinguished from the products of the
competitors. In order to position products or brands, companies may
emphasize the distinguishing features of their brand (what it is, what
it does and how, etc.) or they may try to create a suitable image
(inexpensive or premium, utilitarian or luxurious, entry-level or high-
end, etc.) through the marketing mix.
A good positioning makes a product unique and makes the users
consider using it as a distinct benefit to them. A good position gives
the product a USP (Unique selling proposition). In a market place
cluttered with lots of products and brands offering similar benefits, a
good positioning makes a brand or product stand out from the rest,
confers it the ability to charge a higher price and stave off
competition from the others. A good position in the market also
allows a product and its company to ride out bad times more easily. A
good position is also one which allows flexibility to the brand or
product in extensions, changes, distribution and advertising.

What was done by URZAA?

1. Premium with Low Price
Urzaa was launched at Rs. 50/- for a 250 ml can or a 300 ml PET
Bottle which was lower than its competitors. However, it was still

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 priced at a premium than soft drinks. Also, to portray their premium
brand the fonts on the bottle were written with golden colours.
2. Casual Consumption
This means that it can be consumed by anyone anywhere. This was
different from its competitors who portrayed them as party drinks
like Red Bull.

What else they could have done?

1. Taste
This could be done to complement casual consumption. As they were
focussed on the taste of the drink this could also allow them to target
outside clubs or occasional drinking.
Pros
• Product Differentiation- This will differentiate our product
from others on the basis of taste.
• Attract all age groups- As the taste of the drink is good so
the drink can be consumed by any one irrespective of
their age, life cycle.
Cons
• Habitual to some taste- some customers will not be able
to shift to other brand.

2. Caffeine free
All other energy drinks were made with caffeine as their ingredient
but URZAA knowing that sugar is the main ingredient, were made for
all to enjoy.

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 Pros-
• Health conscious customers
• Can be used by all age groups and indifferent to life cycle.
Cons-
• People believe caffeine as source of energy
• Difficult to convince people about the composition of the
drink.

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