Coca-Cola Positioning Strategy

Positioning is defined as “the space your brand occupies in the brains of your customers. It makes customers view your product in a unique way and makes it stand out from the competition. It is the reason why the customers buy your product”.

Positioning creates a bond between the customer & the business. It is that friend of the customer who’ll always stay in their subconscious mind & will make them recall about the company whenever they hear about the any of its product or a particular feature which makes it stand out.

Examples

• Patanjali positioned as a trusted as it is fully organic.

• Woodland is positioned as a tough & perfect for outdoors.

• Coca Cola positioned as a brand which brings happiness.

• Axe is positioned as a deodorant

Thus one should keep ones positioning simple & in a language which is understood by the customer.

Customer Validation

Ones positioning strategy isn’t successful until it is validated by the customer. Customer is the one who decides whether one can stand out or not. Hence, try to be in customers shoes when deciding on the strategy.

Types of Positioning

A positioning strategy depends on many factors such as current market conditions, product, USP of product, competitors, their products & the USPs of their products. Marketers plan of how they want their product to be seen by the customers in future which plays an important role in deciding positioning strategy

Various positioning strategies are:

Lifestyle Positioning

Example: Cigarette, Alcohol, and Tobacco companies

A brand tries to sell an image & identity rather than the product when it positons itself as lifestyle brand. Focus is mainly on the aspirational value of the product value.

The Problem

All the products & sub-brands under the parent brand seem to comply with the established promise.

Product Specific

Example: automobile industry

Some brands which cater to different market segments use product specific positioning strategies. In this they position their products differently than others.

Feature Specific

Example: mobile industry

When the competition is huge and the products are similar, companies usually position their products by focusing more on specific features like price, quality, or other micro features depending on the product sold.

Ways to create a strong brand position strategy

Wants of the customer

Market segmentation needs to be done. Carry out secondary and primary research to understand the minds of your customer. You should go out and look for what the customer actually wants, make the product fit those wants, and they’ll buy it.

Be Better &/or Different

You need to find a way to deliver your promise better and/or differently than your competitors. Make a brand which has a recall, which comes to the customer’s minds when they hear about the particular product category or the feature you’re offering. Every time I hear about girls being attracted by a deodorant, I get an image of Axe deodorants in my