Question by Sergey Kapustin: How would you market new mineral water brand on very competitive market?
Central Asian Company invited us to help with: naming, positioning, focus-groups, surveys, brand identity, advertising production, competitive analyses, defining main objectives, mediaplaning… (i.e. we will have to manage all vendors in this campaign as a PMO and will be vendors in several fields ourselves)
Situation
~ 50 competitor brands
- 4 Leaders
Most of the brands in their campaigns communicate about purity and naturality of the water.
Culturuly people in this taget-market country do not use water during a meal and for cooking. But multinational Nestle, Coca Cola and other local companies offer their water. And because of very aggressive advertising — market is growing.
I am asking for your opinion — how to position the new brand on the market.
Thank you
Best answer:
Answer by Jessica L
Hi,
It’s difficult to position with so much competition. I suggest you read the book, “Positioning: The battle for your mind” by Jack Trout and Al Reis.
If you position yourself as just water, you’re wasting your money. You need to enter untapped markets or uses of vitamin water that differs from that of vitamin water.
Perhaps you can take away from Gatorades market share in athletics… an alternative.
Best of luck!
What do you think? Answer below!
Tags: Advertising Production, Al Reis, Asian Company, Best Of Luck, Brand, Brand Identity, Coca Cola, Competitive, Competitive Market, Competitor, def, focus group on mineral water, focus group questions about mineral water, Focus Groups, Jack Trout, Kapustin, Local Companies, market, Market Share, Mineral, Mineral Water, mineral water focus group, Naturality, Pmo, Purity, Trout, Untapped Markets, Very, Vitamin Water, Water, would
