STP

Key Competitors: Gatorade, Powerade

Main Variable: health benefit (or just that beverage is not bad for you)

Dynamic Variable: image/cool factor
- Cool factor today encompasses many things, including a health benefit. Diet Coke's existing image and reputation gives them an edge in the health drink category

Target Audience: health (calorie) conscious women between the ages of 20 and 60

5 Box Positioning Statement:
Current belief: Gatorade is the best tasting and coolest health beverage
Currently do: When I want a cool healthy beverage, I drink Gatorade
Consumer Proposition: Diet Coke is a cool, healthy, iconic beverage
Desired belief: Diet Coke is a cool and healthy beverage
Desired do: When I want a healthy and cool beverage I drink Diet Coke, not Gatorade

Path to Purchase: brand awareness (advertisements) -->product discovery (grocery store, restaurant, etc) --> consideration of beverage --> product consumption