Oasis case study: using difference in positioning to create a strategic growth opportunity

Oasis case study: using difference in positioning to create a strategic growth opportunity

Introduction

This report on Oasis forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It highlights how the drink is receiving an ever-growing amount of marketing spend to grow its value share of the UK beverage market.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
The last three years have seen much innovation of the Oasis brand 2
New on-trade marketing for Oasis positioned it as a non-alcoholic alternative for men 3
Consumer trends mean the market opportunity for Oasis is good 3
The advertising for Oasis has changed often, but difference remains a constant theme 4
Oasis advertising often attempts to be subversive 5
Oasis has leveraged is lack of carbonation 5
The fruitiness of Oasis has been highlighted to contrast with colas 5
The "For people who don't like water" advert attracted some criticism 6
The current Cactus Kid campaign seeks to further develop the Oasis brand 6
The Cactus Kid campaign evokes many filmic qualities but also has interactive content 7
The Cactus Kid campaign has already had a positive effect on the Oasis brand 7
The attempt to bring difference to the Oasis brand has resulted in controversy 8
Controversy may be the aim for Oasis 8
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 11
Ask the analyst 11
Datamonitor consulting 11
Disclaimer 11
List of Tables
Table 1: Soft drinks market value (£m) by selected categories, UK, 2002-2007 4
List of Figures
Figure 1: Oasis advertising has highlighted the drink's fruitiness 6
Figure 2: The Cactus Kid campaign is backed up by outdoor advertising 7
Figure 3: Controversy in an advert can boost impact 9