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Nelson Education > School > Business > The World of Marketing > Student Centre > E-Activities > Chapter 6
 

Chapter 6: Positioning and Branding

E-ACTIVITY: TYPES OF POSITIONING (p. 207)

Activity: Compare Product Positioning of Two Beverage Companies

In product positioning, companies try to gain as much recognition and as large a market share as they can. In this activity, you will compare the product positioning of two unique beverage companies that have chosen different ways to try to gain market share.

  1. The Jones Soda Company and the Arizona Beverage Company are unique in their product lines. Visit their Web sites to find out why they are unique. Discuss your findings with a partner.

  2. Compare the product positioning of these two beverage companies by using the organizer below. Click here to download this organizer.

COMPARISON OF THE PRODUCT POSITIONING OF THE JONES SODA COMPANY AND THE ARIZONA BEVERAGE COMPANY
Type of Positioning
Jones Soda Company
Arizona Beverage Company

Benefit

 

    

Target

 

    

Price

 

    

Distribution

 

    

Service

 

    

 

 

 

 

 

 


 

 

  1. Write a one-page report stating which company is better placed in each type of positioning and why.