Why can’t the Arctic Ocean be sold for 6 yuan?

Arctic Ocean has been questioned due to its high price. The author has conducted a wonderful positioning analysis of the Arctic Ocean brand and provided valuable brand marketing suggestions, which is of great reference value to anyone who cares about the brand.

Have you noticed that carbonated drinks, from Coke and Sprite to Fanta and 7-Up, have never been sold at high prices?

Why is this?

The reason is that the category itself has a strong indulgent nature. In this scenario, most people just want to have fun and will not think too much or pay for things with higher added value.

Just like instant noodles, 10 yuan instant noodles can't be sold. I already eat instant noodles, and you still emphasize that I should be healthy? I just want to fill my stomach!

The same goes for soda. It’s enough if it satisfies my bottom line of pleasure. I just want to feel refreshed. Don’t say too much.

The domestic brand Beibingyang has been criticized for its 6 yuan price. Consumers took photos of Beibingyang 6 yuan and Coke 2 yuan on the same shelf and captioned:

But does this mean that the Arctic Ocean has no chance?

No, I think now is exactly the best time for the Arctic Ocean.

Arctic Ocean has this awareness and put forward the following slogan a long time ago: You drink soda, I drink Arctic Ocean.

What you drink is soda, and what I drink is the Arctic Ocean. This sentence is actually correct. I often say that what should not be thrown away should not be thrown away, and what should not be changed should not be changed. Not doing it well does not mean that it is wrong, but it may be that you have not done enough on the right path.

The problem with the Arctic Ocean slogan is that it only says half of the sentence.

If you are not soda, then what are you?

This starts with the product and demand. Although I often criticize the proponents of positioning theory for often expanding the application scenarios of positioning theory, it is indeed the most appropriate to use positioning to solve this problem.

Well, I will quickly guide you to get an orientation today.

First, let’s look at the demand . Carbonated drinks have a bad reputation, and consumers are faced with a very painful choice: refreshment or health?

In China, consumers are actually more concerned. Food safety issues and additives touch their nerves every day.

It is impossible to destroy Coca-Cola, but there are many opportunities to take a significant share of its market.

Also, can the Arctic Ocean really only steal Coca-Cola’s business?

Maybe there is a part of it, but don't forget that there are many other beverages in the price range of 6 yuan and above. Consumers may not choose Coke because it is unhealthy. If there is a healthy soda, they may not refuse to choose it.

After all, how many categories of products can give people the same refreshing feeling as soda?

Next, let’s look at the competitors , such as Coke and Sprite, which are similar to industrial beer in concept, or even worse, and are almost purely chemical products without any natural ingredients. Many people are familiar with their main ingredients, such as aspartame, acesulfame potassium, and citric acid, which are the competitors’ fatal flaws.

Finally, look at yourself . How many of you know that Beibingyang soda contains pure fruit juice? Comparing the ingredient lists, you can tell which is better.

Of course, don't worry about how much juice it contains, just like no one worries about how safe a Volvo is.

Overall, I can already get the position. Of course, the process of studying and solving problems is much more complicated than the above, and it takes a long time to get the final result. I just have a faster knife.

So what is the final positioning?

I think fruit juice soda is good, if the profit allows. In fact, Bingyang has a similar description: orange juice soda, but firstly, the orange juice does not drive people enough, and secondly, it has not increased investment to put this positioning into the minds of consumers, but only presents it in small print on the packaging.

Correspondingly, we also give Coke, Sprite and Fanta a name: "industrial soda".

This is the first fierce part of this positioning, it hits the vital point directly, this punch, he can only accept it. Both consumers and competitors are hurt.

This industrial and blending impression has been deeply rooted in the subconscious. Negative associations themselves have strong potential energy. Once they are pointed out, everyone will become very uncomfortable, which creates anxiety.

Normally, when people drink carbonated drinks, there is an unspoken silence. But now you actually said it out loud, and from now on drinking soda will be accompanied by anxiety.

At this time, price became our weapon rather than a weakness. Consumers gradually understood that good soda has this price and industrial soda is cheap.

It’s so fierce, the competitive strategy is to fight to the death.

The second fierce thing about this positioning is that the opponent has no way to fight back.

This is especially useful for giants. Don't you have a classic formula? Don't you have a large base? Can you change the classic formula? Can you change the price? Let's see who is taking more of your market share, me or you?

Hey, it's because your base is so large and stable that you can't deal with me at all. You can only watch me eat up your market.

Of course, there are ways to break this strategy. Coca-Cola can either copy a similar product or acquire it, but that’s another story. We can also go overseas, right?

This positioning is inherently high-end. In the future, cola and the like will be industrial sodas, and Arctic Ocean will be juice sodas. How does the saying go? Creating a new category is the best positioning.

Hey, that’s how craft brewing was done with industrial beer back then, and they gave it a name – industrial water beer.

In addition, classic products must continue to innovate. Orange flavor can be the basic flavor, but more flavors must be very important.

Why do Yuanqi Forest and Zhong Xuegao choose strange ingredients and flavors from the beginning, such as sea salt and sour plum? It is to let others try and transfer the "innovative", "high-end" and "novel and unique" perception formed by the taste to the brand. Do you think taste only attracts people to try it? Taste and ingredients are important means to accumulate brand assets and consolidate positioning.

Precisely because you are not Coke or Sprite, you don’t have so many baggage. You can choose any flavor, peach, grape, kiwi, and it’s best if the ingredients are of a high-end feel.

I often say that if there is no good way to differentiate a product, think about the taste. It will never go wrong, because consumers will always try new flavors. This is the truth. Just make it simple. Look at Pulse, they even have a cactus flavor.

The taste of juice soda is just right to consolidate its positioning. A national brand is really coming.

Author: Xu Dada

Source: WeChat public account "Xu Dada" (ID: gh_c3c1c8f03a16)