Marketing Applications
 4.5
                        Positioning
   Positioning:
   The fixing your sports      
                                  Fixing company products 
   or entertainment            in the Minds of Consumers
   entity in the minds of 
   consumers in the            
                                  All about “perception”
   target market
                               
                                  Relative to competitor 
                               products 
 Marketing Applications
 4.5
                   Positioning
      Positioning is About Perception
   In an effort to position its product as 
   beverage that is as effective as traditional 
   sports drinks in replenishing fluids after a 
   workout, Vita Coco Coconut Water signed 
   Major League Baseball star Josh Hamilton to 
   endorse its brand in 2012 along with an 
   announcement on the eve of the kick-off of 
   the 2012-13 NFL season that they signed four 
   NFL players ( Vernon Davis, Larry Fitzgerald, 
   Eric Decker, and Devin Hester) as 
   ambassadors for the brand 
 Marketing Applications
 4.5
                   Positioning
    Positioning also refers to the place 
         the product occupies in 
       consumers’ minds relative to 
          competing products 
 Marketing Applications
 4.5
                    Positioning
      Positioning is important to all sports and 
             entertainment products 
   Sports leagues (NFL vs. 
   Arena Football League)
   Sports teams (The Los Angeles Lakers in 
   the 1980’s as “Showtime”)
   Sporting goods (Under Armour as 
   comfortable performance apparel) 
 Marketing Applications
 4.5
                     Positioning
      Positioning is important to all sports and 
               entertainment products 
   Sports drinks (Gatorade as a 
   performance beverage)
   Movie studios (Pixar as a leader in 
   animated films)
   Entertainers (Sylvester Stallone, 
   Arnold Schwarzenegger and Bruce 
   Willis and as iconic action film stars)