Posts Tagged ‘position’

Articles

Cracklin’ Oat Bran by Kellogg’s

In Products on March 10, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Cracklin' Oat Bran cereal by Kellogg'sTarget: For adults who want to eat a healthy, sweet cereal.

Key Benefit: Cracklin’ Oat Bran is the perfect blend of crunchy oats and sweet flavors.

Reason to Believe: Cracklin’ Oat Bran are made of golden oats sweetened with brown sugar, flakes of coconut, a dusting of ground cinnamon, a splash of vanilla flavoring, then sprinkled with nutmeg.

Brand Positioning Statement:

For adults who want to eat a healthy, sweet cereal, Cracklin’ Oat Bran is the perfect blend of crunchy oats and sweet flavors. That’s because Cracklin’ Oat Bran are made of golden oats sweetened with brown sugar, flakes of coconut, a dusting of ground cinnamon, a splash of vanilla flavoring, then sprinkled with nutmeg.

Personal notes: 1) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Nutri-Grain by Kellogg’s

In Products on March 3, 2011 by BrandAndPackageTheProduct Tagged: , , , , ,

Nutri-Grain Cereal BarsTarget: For people on the go who want to eat healthy.

Key Benefit: Nutri-Grain is the cereal bar that is a healthy snack you can eat on the run.

Reason to Believe: Nutri-Grain is made with real fruit and more of the whole grains your body needs and comes in individually wrapped packages that you can eat anywhere.

Brand Positioning Statement:

For people on the go who want to eat healthy, Nutri-Grain is the cereal bar that is a healthy snack you can eat on the run. That’s because Nutri-Grain is made with real fruit and more of the whole grains your body needs and comes in individually wrapped packages that you can eat anywhere.

Personal notes: 1) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Sierra Mist by PepsiCo

In Products on March 2, 2011 by BrandAndPackageTheProduct Tagged: , , , , , ,

Sierra Mist sodaTarget: For lemon-lime soda drinkers.

Key Benefit: Sierra Mist by PepsiCo is the lemon-lime soda that is refreshing and has a great taste.

Reason to Believe: Sierra Mist by PepsiCo, Inc. uses 100% natural flavors.

Brand Positioning Statement:

For lemon-lime soda drinkers, Sierra Mist by PepsiCo is the lemon-lime soda that is refreshing and has a great taste. That’s because Sierra Mist by PepsiCo uses 100% natural flavors.

Personal notes: 1) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Minute Maid Just 10 by Coca-Cola

In Observations & Insights,Products on February 28, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , ,

Minute Maid Just 10 Fruit DrinkTarget: For people who want a juice drink in a pouch.

Key Benefit: Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime.

Reason to Believe: Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Brand Positioning Statement:

For people who want a juice drink in a pouch, Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime. That’s because Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Personal notes: 1) This is a hard category to compete in. If you don’t believe me, just look at the juice aisle next time you’re at the grocery store. First of all, Capri Sun seems to have the category locked! They have gotten the best shelf space and billboard effect (I’ll talk about “billboard effect” in another posting) of all the juices so unless you’re them, you have a major uphill battle to face. Minute Maid Just 10, however, is trying to go a little more niche and is targeting the demographic that doesn’t want so many calories in their diet. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Dasani by Coca-Cola

In Observations & Insights,Products on February 26, 2011 by BrandAndPackageTheProduct Tagged: , , , , ,

Dasani by Coca-ColaTarget: For bottled water drinkers.

Key Benefit: Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste.

Reason to Believe: Dasani by Coca-Cola is enhanced with minerals.

Brand Positioning Statement:

For bottled water drinkers, Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste. That’s because Dasani by Coca-Cola is enhanced with minerals.

Personal notes: 1) Water. How do you tell the world to “buy our water because its the freshest water around” and have people believe you? Just about every major beverage company has bottled water. There’s Aquafina by PepsiCo, Pure Life by Nestlé, Dasani by Coca-Cola, and the various other private (or near-private) labels on the shelves as well. I have to believe that this is one product area that has got to be REALLY difficult to push. One of the many things Coca-Cola has been great at is selling the Coke “image” in so many ways. One of their most iconic symbols is the shape of their Coke bottle (which they’ve even patented, I believe). I may be mistaken but it appears as though Dasani is even referencing the Coke bottle shape with its own water bottle shape. If that is the case, that’s pretty cool and good job Coke! I would love to know if that was their intent and if they’ve found that it works. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Honey Bunches of Oats by Post

In Observations & Insights,Products on February 25, 2011 by BrandAndPackageTheProduct Tagged: , , , , ,

Target: For everyone in the family.

Key Benefit: Post Honey Bunches of Oats is the honey-flavored, delicious and nutritious cereal that everyone can enjoy.

Reason to Believe: Post Honey Bunches of Oats has not only crispy, flakes of crunchy oats with a touch of honey, but it’s good for the heart with 0g trans fat, 0g saturated fat, and 0mg cholesterol, and has whole grain and 9 essential vitamins and minerals.

Brand Positioning Statement:

For everyone in the family, Post Honey Bunches of Oats is the honey-flavored, delicious and nutritious cereal that everyone can enjoy. That’s because Post Honey Bunches of Oats has not only crispy, flakes of crunchy oats with a touch of honey, but it’s good for the heart with 0g trans fat, 0g saturated fat, and 0mg cholesterol, and has whole grain and 9 essential vitamins and minerals.

Personal notes: 1) This is one of my favorite cereals. Also, I really like that they put the history of the cereal on the back of the box. I like learning about those kinds of things. Good job Post! 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Froot Loops by Kellogg’s

In Observations & Insights,Products on February 23, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For kids.

Key Benefit: Froot Loops provides your kids with the best sweetened, fruit flavored cereal that is healthy too.

Reason to Believe: Froot Loops cereal is made with natural fruit flavors, multi-grains, and is a good source of fiber.

Brand Positioning Statement:

For kids, Froot Loops provides your kids with the best sweetened, fruit flavored cereal that is healthy too. That’s because Froot Loops cereal is made with natural fruit flavors, multi-grains, and is a good source of fiber.

Personal notes: 1) I have to say that determining the brand position for kids cereal is really tough. They market to their demographic (kids) more with graphics than with actual words. That doesn’t mean its impossible… just more difficult. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)