Showing an example of positioning is easier said than done, for the fact that positioning takes place in the mind of the consumer. Therefore, in order to be a good marketer or advertiser, one must try to envision what their target audience thinks. Heck if we could do that, we could do anything.
Nonetheless, the example of positioning that I chose to examine is Dr. Pepper. In the industry with CocaCola and Pepsi who seemingly control the market, Dr. Pepper had to find their niche in order to position their brand. In this commercial, Dr. Pepper launches a new advertising campaign to seek the audience of men. Saying Dr. Pepper it has 10 flavors of Dr. Pepper and it is "what guys want". And then continues on to say to the women audience, that you can keep the ladies drink, cause were good.
As a man, I never put any thought to the idea that men have their own drink, other than beer, but at the end of the commercial, in a non sexiest way, I was almost please to known that there is something out there just for men in a consumer world driven by women. Not that this would pursue me to buy Dr. Pepper, ladies, but their commercial positions Dr. Pepper in their entended position.
Dr. Pepper commercial
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