Positioning (Coca Cola, diet coke):

For ambitious adults, gives intelligent solution them to perform outclass in their games.

Positioning strategy:

Coca Cola Company used target positioning, this positioning compelled consumer (diet conscious
people) to think that this product is specially designed for them not for others. It selected less expensive
calories free product. It is feature of undifferentiated strategy which requires strong distribution and
advertisements. Brand name played an important part in defining and spreading distinct position of
product. In this way they increased their reliable customers. Company’s product became famous among
people who wanted to reduce their weights.

Firstly it was introduced for women who were tensed about calories and sugar. Now it is realized that
men also want healthier drinks. So, now it targets both men and women.

Positioning (Coca Cola, Coke Zero):

For all class and age groups, who want sugar less drinks, its taste is similar to coke but it is distinct from
Diet Coke.

Positioning strategy:

Coke Zero is extension of Diet Coke. Positioning teachers said that chances increases to be unsuccessful
with extension of product line. Coke Zero is very similar to Diet Coke. Company highlighted that Coke
Zero will not be dominated to diet coke because their target market are variant from each other.

Coke Zero is designed for all age group persons. It also targets upper, middle and lower classes of
society. Company again used target positioning to attain special position in consumers mind.

Positioning (Coca Cola, Sprite Zero):

For young people who want sugar free energizing thirst quencher to refresh themselves with little bitter
taste.

Positioning strategy:

The manufacturer of Sprite Zero is Coca Cola Company. Due to the varying trends of drinks and
decreasing trades of Sprite in multiple countries, to use a competent marketing strategy has become
necessary. In order to get strong position in consumer minds it used benefit positioning by adding extra
benefit of energizing and refreshing (with sugar free drink).

Positioning (Pepsi Co, Diet 7up) :

For young, adults and teenagers who desire to enhance their energy.
Reasons of failure of diet 7up:

Sugar free 7up came in market in 1973. In 1979 its name became Diet 7up. But it didn’t get dominant
position in market due to multiple reasons.

It changed its artificial sweetener ingredients, it used aspartame then he replaced it with splenda then it
came back to aspartame. Consumer didn’t like its taste changing activity.

People objected that 7up is already a light weighted and diet drink, so, why diet 7up came in market?

Such kind of causes became the reasons of decline of diet 7up.

Positioning (Sufi, julicious):

Sufi company wanted that whenever consumer thought about its new diabetic juice product, certain
things should come in consumer mind.

o Juice made of natural fruits and vegetables excluding sugar contents from them.
o Fully hygienic juice of multiple flavors.
o Juice of best quality.

Choosing a positioning strategy:

Sufi company chose benefit positioning by adding extra benefits in its juice julicious.

 Identifying Competitive Advantages:

Sufi company tried to gained advantage over its indirect competitors by providing
additional benefits of natural ingredients, hygiene, best quality, fruity taste and affordable price
in its new offered diabetic juice.
 Choosing right competitive advantage:

Sufi company selected benefit of natural fruit and vegetable to promote from its all

competitive advantages.

Selecting an overall positioning strategy:

 Value propositions:

It consists of all benefits upon which brand is differentiated and positioned within

minds of consumers and competitors.

There are 5 possible Value Propositions upon which company might position its products.

 More benefits for more price

 More benefits for same price
 Same benefits for less price
 Less benefits for much less price
 More benefits for less price

Sufi company preferred last value proposition i.e. more benefits will be provided to customers but
prices will be low than competitor products.

Developing a positioning statement:

Sufi company made this positioning statement of

“To diabetic patents who want to drink beverage made of natural ingredients with higher
quality and taste.”