個案資料
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Positioning Urzza: Launching a New Energy Drink
內容大綱
Bisleri International, a household name in the bottled water segment in India, launched a new energy drink called Urzza in 2014. The energy drink market in India, dominated by Red Bull, was in a nascent stage but was growing at a rapid pace. Recently, energy drinks had been the subject of grave health concerns owing to the harmful effects of excessive caffeine. Urzza, an energy drink without caffeine, had been launched with the intention of creating a new category of drinks that could appeal to everyone. However, it remained to be seen whether Urzza could succeed in creating mass appeal and could meet ambitious sales targets. Was its unique positioning correct, or was it better off marketing itself as a more traditional energy drink?
學習目標
This case can be used in an introductory course on marketing management, as well as in advanced courses on new product development, marketing strategy, and integrated marketing communication. After completion of this case, students should be able to:<br><br><ul><li>Provide a basic understanding of the functional drink segment of the beverage industry.</li><li>Emphasize the importance of product positioning decisions at the time of a new launch and the challenges associated with them.</li><li>Identify the issues that a firm — even a well-established one — faces in carving out a new segment in an industry.</li><li>Highlight how a positioning strategy influences other elements of the marketing mix.</li>