Glacéau’ soft drink

Glacéau’ Soft Drink: Targeting and Positioning

Glacéau’ soft drink is a beverage brand that provides a nutritional and healthful product to consumers. The corporation should use a combination of diverse targeting and positioning techniques in the next Midwest launch to define Glacéau’ as an alternative drink that quenches thirst while improving consumers’ health. In terms of targeting, the corporation should strive to divide the market into numerous sub-groups, such as student population, teaching, non-teaching, and community. The method will aid in the development of appropriate promotional programs for the nutritious Glacéau’. Furthermore, the organization should emphasize the expectations or wants of the various segments in order to meet demand and supply needs. Sometimes, promoting the product amongst the student population may require a different outlook that corresponds to various values.

The Student Population and Market Opportunity

In addition, identifying that youth comprise the majority of the student population in the target market shall enable the form to project possible profits, challenges and instigate practical methods to make the market accessible, for example, participation in university events. Then the firm should consider the size and opportunity for the product promotion in the university. The data can be obtained from simple surveys and monitoring the consumption pattern of the target population. These variables significantly illuminate market structure before the launch of the product.

Rationale and Assumptions

Segmentation of the market is appropriate for understanding the composition of the target market and assigning corresponding marketing strategies. Besides, identifying the difference between the segments enhances understanding of the market structure and spending patterns. Finally, projecting profits, challenges or losses supports appropriate decision making to minimize underperformed of the commodity. These recommendations are made based on the assumptions that the targeted market is enlightened about the Glacéau’. Another assumption is that the company already has the required licenses to operate in Midwest.

Competitors

Overall, the Glacéau’ may face minimal competition from other beverage products such as Pepsi, Redbull, or other Coca-Cola drinks. Nonetheless, there is a high likelihood that components that exhibit richness in vitamins shall offer Glacéau’ a competitive advantage over other products.