Marketing
The target market is the specific segment of the market that we are targeting with the launch of our new beverage (Ward, 2013). For this product, the target is boys aged 12-17 who live in middle-class or affluent areas. These consumers have ample spending money, and are a large demographic. In addition, these are formative years for their consumption patterns, so targeting this market will help build our market for the future as well. This group also does not have its purchasing patterns and brand loyalty set, so we are not competing as vigorously against established patterns. We are targeting boys in particular because the product tested better with boys than with girls.
This market has slow growth characteristics at this point, with most of the baby boom echo kids already being in this demo or older. However, there are still tens of millions of teenage boys, and we want them because they are impressionable. We can gain more new sales with them than with consumers who already have strongly-set brand preferences in this category. Thus, we are targeting middle-class teenage boys with this product, and our packaging needs will have to revolve around that idea.
Slide Two: To reach this market, it is suggested that graphics should be bold, and colors loud. This market responds to intense stimuli, so that will have to be matched. The colors can be cold blacks and blues, or hot red/orange hues, but they will need to be intense. Soft colors should specifically be avoided for this demographic because they are not masculine enough. In addition, graphics should be equally bold in design, and masculine. Sharp lines and edges -- rather than soft, rounded ones -- are ideal for appealing to this market. Some level of foreign imagery can be successful here as well. This target market responds well to things like Japanese manga comics for example.
The graphics should convey action and excitement, things that teenage boys value. Athletic endeavor is an acceptable proxy for action and excitement. At that age, the imagery should be quite specific to teenage boys, and have no overlap with teenage girls and certainly none with children. The conventional beverage container graphics are probably no good here -- start with the usual energy drink graphics and make them bolder, and more focused on action.
Slide Three: With respect to container size, the distribution and marketing team will want to make a contribution. They need to get the product into store fridges, so the package size should probably fit that functional need. Too big and it goes on the bottom shelf where nobody sees it. Thus, a single-serving size is the most appropriate. For this market, single serving can be fairly large. We should have a container that is at least as large as those of our competitors, so at least 16 oz. And probably closer to 22oz. The shape should be tall and more towards thinness. This shape is fits in the hand well, and it gives the impression of being a bigger container than it actually is.
As far as container materials, plastic or can are the best. Glass is too costly and too fragile. If we use plastic, we need to pay attention to the appearance of the beverage, so it might be best to use cans. Cans are used for just about every beverage category, they are cheap to make and to ship, they get very cold and consumers love them. Stores love them, too, because the standard shape fits nicely into their fridges. Cans are therefore ideal for this product, and they work well with this target market.
Slide Four: We want this product to appeal to the consumer opinion leader. This is critical because of the influence of social status on the purchasing habits of teenaged boys. If the peer leaders are buying something, most of the rest of...
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