You Are the Marketing Manager for a Food Products Firm

Essay

You are the marketing manager for a food products firm. Your firm would like to introduce a new beverage to the marketplace. You have determined that two important dimensions for positioning a product are (1) nutritional value and (2) age orientation. Place the following beverages on the perceptual map provided: coffee, orange juice, diet cola, apple cider, mineral water, milk, herbal tea, liquor, tomato juice. Assuming the listed beverages comprise all competitive beverages, what position should your firm's new beverage have? Describe the new beverage.