Market Positioning Strategy

Market Positioning
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1) Create a competitors positioning map....................................................................................1
2) Answer following questions about the competitive brand positioning strategy.....................4
3) Re-Create the new positioning map?......................................................................................5
4) Formulate and justify market re-positioning strategy for Red bull and discuss re-positioned
brand that will be communicated to target customers.................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing environment is a combination of internal as well as external aspects that
includes customers, employees, distributors, retailers internally and political, economic, social,
technological etc. considerations at external level that directly or indirectly impacts on the
marketing activities. Whereas, positioning refers to the market position of a specific brand in the
mind of customers which shows that how a company is different from their competitors. As
positioning is an effective marketing strategy that have an ability to influence the perception of
customers and helps in taking competitive advantages over their competitors. In this report, Red
Bull is chosen for the study which is an Austrian company founded in 1987 that deals in selling
energy drinks. The company is an unbeatable marketing powerhouse because they focused on
marketing efforts firstly then selling goods and services to the customers. In this report discuss
about the competitors positioning map, re-creating new positioning map, communication
channels for market re-positioned strategies. Also discuss about the existing and new positioning
strategy of Red Bull along with some requirements such as whom, why, how, what questions
regarding the competitive brand positioning strategy.
MAIN BODY
1) Create a competitors positioning map.
Marketing defined as an activity which is to be considered by a company in order to
promote as well as sell their goods or services within the target market. Mostly companies use
marketing mix strategy for the effective marketing of their items. Whereas, market positioning
refers to the products arrangements in order to occupy clear, desirable and distinctive position
regarding the competitive goods and services in the perception of customers that are targeted
(Andreu, 2015). In other words, market positioning termed as a capability to influence the
perception of consumers towards a specific brand as compared to their competitors. As the main
aim of market positioning is to establish brand or products identity so that customer perceives in
a definite way.
There are several positioning strategies such as product attributes, benefits, quality, price,
application as well as competitors. For identifying the positioning strategy of a company,
perceptual map is prepared that is used to display customer perception regarding a specific brand
or products. This kind of map allows a company to analyse how their competitors are positioned

themselves in the market and also identify the appropriate market opportunities which are
available in the market.
An example of consumer perception regarding price and quality of two brands i.e. Red
Bull and Monster within the energy drinks sector are mapped as follows:
(Source: Competitors positioning map, 2019)
Interpretation: As the company Red Bull demographically targets teenagers and college
students of 13-21 years and young adults from 21-35 years. From the above competitors
positioning map it has been viewed that the customers of Red Bull positioned the brand as per
their price and quality as they think that Red Bull offers their drinks at premium price and better
quality as compared to Monster but according to the quality of products they charge price which
satisfied their targeted customers. So the prices of products seem low as compared to their
competitors Monster.