Market Segmentation, Targeting, & Positioning

1) In your own words, explain how Sparkling Ice has achieved success by positioning itself as a sparkling water and not as a diet soda.

2) How does a brand like Sparkling Ice achieve positioning in consumers’ mind through retail merchandising, packaging, and advertising?

3) The article describes a number of competitors that are emerging against Sparkling Ice. What advice would you give to Sparkling Ice to maintain its competitive advantage?

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