250ml) can, Monster was packaged in a 16oz can, almost twice as large. Since Red Bull comes in a small 8.3oz (approx. In our?terminology,?Red?Bull?owns the “energy drink category".Īn also-ran brand called Monster decided to be the opposite of Red Bull. A prospect thinks, “I want an energy drink", and the first brand that comes to mind is Red Bull. ![]() Over time, Red Bull became synonymous with the category. Also-rans should position themselves against the leaders.Įxamples swing both ways: Red Bull is a good example of a brand which promoted the category (energy drink) almost exclusively. ![]() As a general rule, leaders should ignore the competition and promote the category. promotes Pepsi cola as a cola for younger people, since Coca-Cola is the old established cola brand (‘Your parents drank Coca-Cola’). In particular, they should find a way to become the opposite of the leader. On the other hand, brands that are also-rans should generally promote their brands. They are probably getting the maximum percentage of the category anyway (for example, Coca-Cola Co. ![]() In general, leading brands should promote the category. It depends on the brand’s position in the marketplace.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |