Brand Positioning Tutorial Group 1 Brand:Red Bull Who is the brand’s target market? Young (18-34), masculine? adventurous, busy lifestyle, students, social, professionals What is its targeting strategy? Differentiated: To students/ young people by supplying free samples, whimsy adverts, advertised as mixers to alcohol; To sports fans/ adventurous groups through sponsorships with F1, design of can What is their target market persona? Emily: 21 years old, single, Studying a Master's Degree, sociable. POP & POD Points-of-parity: Energy drink includes caffeine, gives you energy, variety of flavours, original flavour is quite similar to other energy drinks Points-of-difference: Iconic, original brand design, cool, fun, humorous, relation to extreme sports (F1), hardcore, design of can & logo, catchy slogan, high quality, reliable taste. v Functional values What the product does for me? Boost energy Refreshing • Facts & symbols The fella with the wings • Logo of red bulls • On the side of F1 cars Core brand promise/mantra/essence How the brand makes me look? Hardcore Stressed Fearless Brand personality Outgoing, Courageous , Unpredictable, Adventurous, Spirited, emotion How I would describe the product? Cans of energy drink tasting sweet & tangy. Market leader, relatively high quality. How the brand makes me feel? Cool Excited Emotional Energised values Tired long term High Price Low Quality High Quality Low Price Group 2 Brand: Heineken Who is the brand’s target market? Men 20 – 35 What is its targeting strategy? Differentiated, styles vary depending on product What is their target market persona? Young professional man, living in a big city, into watching sport, social POP & POD Points-of-parity: Pricing, sport affiliation, distribution, global brand Points-of-difference: Design, Ads, Taste, Similar product ranges Functional values What the product does for me? - - Alcohol Satisfying Yeasty Taste Facts & symbols Green Bottle Football . Rugby 1873 Core brand promise/mantra/essence Mild Bitter Thirst Quenching Refreshing How I would describe the product? 4.5% "Open your world" Encouragem ent Enjoyment Balance Growth How the brand makes me look? - James Bond Masculine Special Extravagant Masculine Athletic Brand personality - Relaxed Connected How the brand makes me feel? Emotional values High Price High Quality Low Quality Low Price Group 3 Brand: Who is the brand’s target market? 35-54 years old What is its targeting strategy? Differentiated strategy What is their target market persona? POP & POD Points-of-parity: Sustainable cocoa Wafer Points-of-difference: Shape Crunchy Mantra (have a break have a kitkat) guiness book of record 300 Different flavour Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values High flavor Group 4 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? Married woman Lecturer Loves travelling From indonesia - A lover of chocolate POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values Group 5 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values Group 6 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values Group 7 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values Group 8 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values Group 9 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values Group 10 Brand: Who is the brand’s target market? What is its targeting strategy? What is their target market persona? POP & POD Points-of-parity: Points-of-difference: Functional values What the product does for me? Facts & symbols How I would describe the product? Core brand promise/mantra/essence How the brand makes me look? Brand personality How the brand makes me feel? Emotional values
