marketing assignment

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Positioning Strategy

Anthony Bahlman

MKTU 605

06/10/2022

Product Graphic

Positioning Strategy

Product Line: Energy drinks

Explanation: the product is an energy drink that enhances one's concentration and motivation. Because they are organically certified and have a well-known brand, these energy drinks stand out in the crowded energy drink industry. These sugar-free energy drinks contain a variety of fruits, including cranberry, blueberry, kiwi, and coconut. The amount of caffeine in the drink is three times more than in other coffee beans, ginseng, and other herbal components. Chemicals are absent from the ingredient list of these energy drinks. Each serving of this energy drink contains 80 milligrams of caffeine, according to the information on the nutrition facts label.

Feature: Organic certified

Advantage: Increased energy levels

Benefit: feel more powerful

Three customer groups:

- Age range: 18-25 years old

- Sporting activities as a way of life

The demographics indicate that the majority of people in each generation are males.

Positioning statement: Men in their twenties and thirties who are competitive athletes are the ideal customers for energy drinks. Because they are organically certified, energy drinks are a healthier choice that also gives customers a boost in energy and the idea that they are more potent.

Structure of the cost:

Walmart's pricing model

Zero Ultra Energy Drink is currently selling for $1.548.

The Mega Energy Drink costs $2.94, which is a good price.

An overpriced wholesale discount on Energy Drink Beverage Cans of Food and Seafood in Bulk Food and Drink at Discount Prices $4.29

An energy drink costs $2.75 for a 12-ounce bottle. The cost of energy drinks varies from two to five dollars on the market. To put it simply, the energy drink's pricing is quite near to that of a regular Monster. Energy drinks are often priced in the middle of the pack, and this one is no exception.

Vitamin B6, B12, and other nutrients are included in the product, which is priced in the middle. As a result, energy drinks are reasonably priced for the high quality they provide.

Place:

The term "mass merchandisers" refers to stores that specialize in selling mass-produced items. There are large shops where a wide range of items are shown, such as household appliances and furniture as well as various accents. Customers flock to big-box retailers because of the low prices and large quantities they normally purchase.

In the United States, a pharmacy is a retail store where consumers can buy prescription drugs, medical supplies, and a wide range of other items for their own use at home.

Amazon was formed in Seattle and provides a platform for performing internet business. Electronics, household products, literature, and other commodities are among the many specialties of the business. With Amazon Prime Day Delivery, customers may get their orders within one business day after placing them.

Promotion

For the promotion of its energy-related products, the firm planned an outdoor music festival. As an important selling factor to customers, the business focused on the event's exciting elements. The product's advertising featured the likenesses of male sportsmen between the ages of 18 and 24 participating in a variety of sports. "Our beverages allow you achieve whatever you want to do (even risky things!)" is one of the event's slogans aimed to younger attendees.

There was a noticeable rise in the popularity of energy drinks by 2012, according to market research. The adults who are friends of Booth's son felt more productive and energized after consuming energy drinks. After then, they talked about their experiences with their father, Michael E. Booth, who was there at the time. The product had heard about energy drinks from word-of-mouth advertising. (WOM).

References

Kalafatis, S. P., Tsogas, M. H., & Blankson, C. (2000). Positioning strategies in business markets. Journal of Business & Industrial Marketing.

Schlegelmilch, B. B. (2022). Segmenting targeting and positioning in global markets. In Global marketing strategy (pp. 129-159). Springer, Cham.