http://www.quickmba.com/marketing/ries-trout/positioning/
According to this article, advertisers need to 1)Be the first and make a good impression 2) If you’re not first, find another category where you CAN be first 3)Be consistent with customer perceptions.
While there are several brands of bottled water on the market, Evian has chosen to distinguish itself from the pack by marketing as LUXURY bottled water – with the power to indulge youthfulness and health. In a choice that may seem silly (how can WATER be luxurious?), Evian has sidestepped the competition altogether (simultaneously pushing them into the category of “regular bottled water” – repositioning the competition), by creating its own category where it is number one.
Evian has distinguished itself from “regular” bottled water brands like Dasani and Aquafina.
Maintaining consistency in their brand has helped Evian remain first in their category. All of their commercials exude a clean and clear feel with a single message in mind – this high end brand will make you healthier, more energetic, and younger.
https://www.youtube.com/watch?v=XQcVllWpwGs
And while some might cringe at the relative price of this luxury bottled water, the key is once again consistency – making Evian cheaper destroys the image of exclusivity.
But in order to be DIFFERENT, one must first be the SAME.Evian first establishes that it has the same points of parity as Aquafina: offering the convenience and safety of bottled water, before it offers it’s points of difference: it’s high quality and prestige.
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