In the case of the energy drink category, the target audience is the millennial consumer. Identification of the target consumer and segmenting the market are critical strategy elements prior to choosing a positioning strategy. Selecting a positioning strategy is critical to long-term success. The brand and products (or services) of your organization occupy a particular space in the consumers’ mind in relation to your competitors. The positioning of the brand is how consumers’ give meaning to your brand based on impressions, feelings, and perceptions. Let’s start by defining positioning, then how to select a position in the marketplace and give it context using a new energy drink brand as an example. If you are a new brand trying to position yourself in the market or you are an established brand trying to change your positioning strategy this post is for you.
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