Brand Positioning part 1: Methods how to promote a new product and adopt Positioning strategy to become top brand..

I was attending a lecture at Winchester School Of Art, University of Southampton.. The lecture is about brand positioning... Brand Positioning is a guide for marketer to position their brand and differentiate and to take competitive advantage among any other brand out there selling the same product...

For Example:

If a company A planned to sell ENERGY DRINK such as Lucozade. there are many companies are selling energy drink too such as RED BULL, RELENTLESS, V DRINK, MONSTER, MOTHER and etc.. All these energy drinks are now popular... so how this company A would sell and make their brand to be accepted as consumer's daily drinks and to position the brand to the top hierarchy brand among the others? Its quite hard right??

Now Im going to tell you steps and measures which could help you to succeed for promoting new product..
But one thing i want to stress here:

DO NOT RELY ON SALES AS A MEASUREMENT FOR 

PROMOTIONAL EFFECTIVENESS ONLY

You know why???? 

Because Sale is NOT a LONG TERM EFFECT OF PROMOTION AND IT IGNORES CONSUMER BEHAVIOUR because the consumer would buy any other brands if one day the price goes higher... PROMOTION price is cheaper but only during introductory price....NOT ALWAYS CHEAP...hahahaha

BUT I DON'T SAY SALES IS NOT THAT IMPORTANT BUT JUST DONT RELY ON IT....


SO PROMOTIONAL OBJECTIVE MUST HAVE THREE COMPONENTS WHICH ARE CONSIDERED IMPORTANT:

BUYERS
BRAND IMAGE AND REPUTATION
SALES VOLUME