BodyArmor is launching a zero-sugar product as the Coca-Cola-owned brand takes aim at a similar Gatorade beverage from rival PepsiCo.
Click here to read the story at fooddive.com.
Discussion Questions:
- What is competition?
- What is the difference between direct and indirect competition?
- Is Gatorade a direct competitor of BodyArmor or indirect?
- What are two examples of brands that are indirect competitors of BodyArmor?
- What is product positioning?
- How might BodyArmor’s launch of a zero sugar product provide an example of positioning?
- How might it provide an example of differentiation?
- What is market segmentation?
- How might the introduction of zero sugar products describe a brand’s segmentation strategy?
- Who might represent BodyArmor’s target consumer with the launch of the zero sugar product?