Product or brand positioning and differentiation are crucial in reaching consumers in a crowded market place. But just how important really are they? In my personal opinion, product positioning is one of the most important aspects of marketing. Through positioning the product in the mind of the consumers, companies can overcome some of the challenges associated with the consumer constantly being bombarded with advertising and information overload. It is essential that companies find a way to make their product stand out in the mind of the consumer through differentiation and product positioning.

In class last week, we were introduced to the idea that Pepsi uses product positioning and differentiation to reach consumers. Pepsi’s main competitor is Coke who uses its powerful name and position as a leader to attract consumers. In order to compete with Coke, Pepsi has positioned itself as a follower and repositions the competition. As a follower, Pepsi tries to appeal to a different customer segment than Coke. It tries to associate its brand with a younger, more energetic, and fun-loving segment. Because Pepsi and Coke are so similar in product, there is not a vast array of unique positions to carve out. Therefore, Pepsi repositions the competition as well. Through creative advertising techniques, including the “Pepsi Challenge,” where consumers blindly taste both Pepsi and Coke and choose which one they prefer, Pepsi Cola has attempted to make consumers view the competition in a different way. Ultimately, Pepsi is a good example of a brand which relies heavily on product positioning.

Works Cited

“Pepsi vs. Coke.” Pepsi vs. Coke. N.p., n.d. Web. 5 Oct. 2014.

“Product Positioning.” Product Positioning. N.p., n.d. Web. 5 Oct. 2014.