GATORADE CASE STUDY
MAIN CONCEPTS:
• Positioning
 Statement
 Map
• Brand Extension
• Niche/Differentiation
• Re-positioning
WHAT IS POSITIONING?
• Creating a “perception” (or image) of what the market
believes of your product
• Not simply informing them about your product
• The positioning concept focuses on the rational or
emotional benefits that buyer will receive or feel by
using the product/service - the perception/image
conveyed
• Differentiation: what makes the product/service
different than competitors?
• Repositioning: shift the entire image and gauge how
consumers will react
POSITIONING STATEMENT
• For (target customer)
• the (product name)
• that (statement of key benefit) –
• that is, (compelling reason to buy).
• Unlike (primary competitive alternative), our
product (statement of primary
differentiation).
POSITIONING STATEMENT FOR GATORADE:
• Target Market: Especially for the serious-minded
male athlete,
• Product: Gatorade is the original sports beverage
• Key benefit: that improves performance
• Reason to believe: by re-hydrating the body and
replacing lost electrolytes.
More sample statements
BRAND EXTENSION
• a marketing strategy in which a firm marketing a product
with a well-developed image uses the same brand name
in a different product category
• In the 1990s, 81 percent of new products used brand
extension to introduce new brands and to create sales
• Positives: less risky financially, utilizes existing brand
equity
• Negatives: Diluting the brand, damaging the image
Brand Extension Samples: http://www.adweek.com/news/advertising-branding/best-and-worst-brand-extensions146966?page=4