Author: José Ignacio Domínguez
Positioning a brand in the minds of consumers is a crucial task for any company. While creativity plays an important role in this process, it is essential to support it with concrete data that reveal a credible and differentiated positioning. This is where the power of a Brand Health Study and its star tool, the Brand Positioning Map, comes into play.
This case study on Energy Drinks in Mexico illustrates how Red Bull, Monster, Boost, and Vive 100 compete for consumer attention. Through data collected in market studies, we can understand how these brands are perceived by their customers and how they compare to each other.
Red Bull and Monster, two giants in the industry, stand out for offering very similar benefits; however, they differ in key details: Red Bull is known for its taste, while Monster is considered more energizing. On the other hand, Boost has found its niche as a fun option, especially when mixed with alcohol. And Vive 100 positions itself as the most natural choice in a market lacking similar alternatives.
This study highlights the importance of understanding how consumers view your brand and how it compares to the competition. By including specific questions in your next Brand Health or Consumer Habits and Preferences study, you can apply Advanced Analytics procedures such as Correspondence Analysis or K Means Cluster to support Market Segmentation and Brand Positioning decisions.