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Market Positioning Tools The following perceptual map from Lecture 8 shows positioning of beverages by...

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Accounting

Market Positioning Tools

The following perceptual map from Lecture 8 shows positioning of beverages by nutrition and age.

image

Assume you have been hired by the International Bottled Water Association (IBWA) to present ideas on how to reposition bottled water using this perceptual map. IBWA is only interested in repositioning strategies that could be accomplished by making changes to packaging (labels and/or the container).

A. Where on the perceptual map would you advise IBWA to reposition bottled water? Include a copy of the perceptual map with the new target position for bottled water.

B. Explainwhyyouselectedthistargetposition.

C. Using only packaging (label and container), what changes would you suggest to reposition bottled water in the minds of consumers? Include in your answer a detailed description of the new segment(s) you hope to attract and why you think these changes will attract the new segment(s).

High Nutrition Regular milk Chocolate milk Children's Fruit- flavored drinks Orange juice Nutritionally designed diet drinks Tea Sports drinks Adult: Bottled water drinks Skinny latte Coffee Sugared soft drinks Low Nutrition

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