Mother Energy Drink

Product Positioning Assignment

1. Identify and describe a best-suited target segment.

The best – suited target segment is the young adults.

Energy Drinks provide instant energy for people who are into sports and who are fitness-freaks. It is a good mixer that can be paired well with different types of alcohol and consumed by clubbers and university students to provide that extra bit of zing with their drink. It can be consumed by young executives, students or shift-workers, working long and unnatural hours to battle fatigue.

2. Build a simple POP, POD diagram that identifies.

POP’s

POP’s

Their POD’s

Their POD’s

Our POD’s

Our POD’s

a) Needs of the customers:

The customers need a drink which can increase energy and mental alertness, can boost concentration and can combat exhaustion while being healthy.

b) Our product’s attributes:

* Each 250 mL can of Mother contains 106 milligrams of caffeine and 33 grams of sugar.

* Is “All Natural” and contains nutritional ingredients like Apple Juice, Ginseng, Guarana and Lemon Juice.

* Contains extracts of the Acai Berry, a fruit recognized as being rich in Vitamin B & E, minerals, proteins, fibres and essential fatty acids

* Gothic branding: An image of toughness and distinctiveness is associated with this product

* Created by a trusted parent brand : Coca Cola

* Comes in value packs of 250 ml

c) Competitor’s product’s attributes:

* Tastes like mixed berries.

* First energy drink to list glucuronolactone as part of its ingredients.

* Per 250 mL serving, it contains about 21.5 g sucrose, 5.25 g of glucose, 50 mg of inositol, 1000 mg of taurine, 600 mg of glucuronolactone, vitamin B, 20 mg of Niacin, 5 mg of Vitamin B6, 5 mg of Pantothenic Acid and .005 mg of Vitamin B12 and 80 mg of caffeine.

* 80 mg of caffeine and 110 calories per serving.

d) Identify the key attributes and state the corresponding benefits that differentiate your product from...