Marketing

(Product Differentiation

Positioning is especially necessary , when the company uses strategy of market positioning instead of the one position at the whole market they have to determine positions at each segment . To tell with other words positioning strategy is instrument of realization of differentiation strategy . We need to underline , that not any differentiation of product has meaning for a consumer

Differentiation should be

unique

important for the customer

defensible

explicable (Chapter 11 , Class Notes

In to make the energetic drink different , and in the consumers could

easily remember his new product the Austrian businessman changed formula of drink a little bit and started to bottle it into tins (different to Asian manner to sell the drinks in small glass bottles . This was the way the Red Bull was born

Unique combination of its ingredients (the main contents : taurine caffeine , glucoronolactone and vitamins ) makes it especially effective in the period of intensive mental and physical trainings

Perceptional mapping is one of the famous technologies of marketing researches , which is made with help of method of analysis of consumer preferences concerning definite product . It is a graphical model where at the axes are shown criteria of value and choice of product , which is the most important for the consumer . With help of this scheme we can see attitude of the consumers to the product taking into account several important indexes

The current positioning strategy is effective : it reaches specified audience it is aggressive - it should be aggressive because it is a product for self-confident , young , strong , energetic people . It is freedom - complete freedom of choice . They don 't force people to buy it You can see it at their advertising - the can is always closed , so a person can always choose by himself , how much , where and when to drink It embodies...