Positioning of a Product in a Marketplace Marketing Plan

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Positioning

Perceptual mapping is a method by which a product can be positioned in the marketplace. It allows marketers see where the competition is positioned, which is valuable for a couple of reasons. One is that the product can be positioned in a blind spot, an area on the map where there are few competing products. The other is that the marketing team understand which competitors represent the most direct threats, and why.

The product we are mapping is a line of Coca-Cola mixed drinks. These included Coke & Rum, Whiskey & Coke and other such mixed beverages. Such products are known in Europe and are particularly common in Germany in the same premixed format that we are charged with launching. In North America, however, there is little knowledge of these products. Consumers are only familiar with drinks they have mixed themselves. Moreover, consumers are familiar with the Coke brand, which means that we are not starting with an entirely clean slate.

The option does exist to develop an entirely new brand name for these products. The downside to this would be that we would not be able to leverage the Coke name. We could, however, leverage the brands of our alcohol partners. If we do decide to use the Coke name, we will leverage the power of that brand. However, that brand also has a well-established brand image.

The Coca-Cola brand is one of the most iconic in U.S. business and has value around the world. The brand is positioned at the higher end of cola. Cola is positioned at the lower end of the soft drink category in terms of prestige, however. Soft drinks are at the lower end of beverages, and are certainly below the brand status of the alcoholic beverages we are using as partner beverages.

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Thus, we are bound to some extent by the perceptual characteristics of the Coca-Cola brand. We are trying to leverage the power of the brand, so we must understand where that brand lies on the perceptual map and gain a sense of how far we can move it.

The established Coca-Cola brand image is just one constraint for the positioning of this product. As the product is a mix of hard liquor and cola, there are restrictions on the distribution and sale of such products. These will vary depending on the state, but hard liquor products are not legal for sale in corner stores or grocery stores in many jurisdictions, even if they are of moderate alcohol content. That the product may be more difficult to acquire is a constraint on the positioning as well.

Another constraint on the positioning of this product is the overall poor quality of the beverage. The craftsmanship often associated with alcoholic beverages -- found even in the marketing campaigns of mass-produced brands -- does not translate to soft drinks. Consumers are unlikely to perceive a mix of cola and alcohol as anything other than a party beverage.

The competitive environment that must be mapped is that of the entire alcoholic beverage category. There can be little doubt that consumers make product decisions-based to some extent on price. This spectrum can be considered the Y axis, and consists of Value at the low end and Prestige at the high end. There is a definite equating in the minds of consumers that price = quality with respect to alcoholic

The best way to break down alcohol target markets is by price, but the secondary means is by demographic. Drinks are often marketed to consumers based on age groups and socioeconomic status. This spectrum, the….....

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