ICE COLA Brand Positioning

When thinking about ICE COLA positioning we must consider the

competition as well
Category: Soft drink, more specifically Cola
Target Market:
- male and female, skewed male
- 16-45
- think of themselves as hip or youthful
- forward thinking
- middle class, middle income
- high school plus educated
- rural and urban dwellers
Of course ICE COLA main competitor is Pepsi, Coke who is in the same
category and has a very similar target audience
So how does ICE COLA position and differentiate itself?
ICE COLA positions itself on points of difference as well as points of
parity
Ice colaPOD is their forward thinking attitude. I don't believe any of the
other cola brands (including Coke) are very strong in that area. This
falls into image differentiation. ice cola has the image of being action
oriented and I think that a large part of their target audience associate
themselves with the brand because of that image.