Positioning
"In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market."
"Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market."
"De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market."
"The growth of high-tech marketing may have had much to do with the shift in definition towards competitive positioning"
Source: Wikipedia
Positioning Red Bull
General positioning strategy
"Mateschitz also devised the brand positioning, "revitalizedd body and mind." […] Mateschitz intended Red Bull to be drunk whenever consumers needed a lift, whether it was morning, noon or night. […] This broad positioning was designed to enable growth into a variety of market segments. Red Bull's advertising did not specify any consumption occassions, which further facilitated an elastic positioning" (Best Practice Cases in Branding, Keller, 2003)
Positioning through pricing strategy
"In every market, Red Bull set a price at least 10 percent greather than the most expensive competitior in order to maintain a "best of class" positioning." […] [T]he 250 mL can of Red Bull cost up to 300 percent more per ounce than traditional soft drinks." (Best Practice Cases in Branding, Keller, 2003)
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