PiNG! Connecting with Your Consumer - Flipbook - Page 155
PiNG!
CHAPTER 5
PiNG!
CHAPTER 5
Beverages and Refreshment
Beverages Satisfy
Much More
Than Thirst
Refreshment is at the core of many categories beyond beverages. Every beverage is, at its core,
flavored water. The problem with basic water is that it is not
that appealing. So most beverages have added their own allure to the original ingredient. When it comes down to it,
there is little product differentiation among the many beverages available to consumers, which means that brands in this
category are almost always based on pure marketing. The key
point of differentiation among beverages is how the brands
are positioned in the consumer’s mind. Coke and Pepsi, for
instance, are essentially the same product. The difference is
in the way that they are marketed and sold. Manufacturers
use target marketing, packaging, heritage, tonality, ingredients and proposed benefits to differentiate their products.
Brands in other categories can learn a lot from the nuanced
way in which refreshment is communicated in this category.
The use of marketing as the primary differentiator has created a very experiential beverage category.
How can your brand use marketing
to create a truly distinct identity
that entices your consumer?
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