Discussion Questions:
1. Based on your reading of the case, describe the bases that companies can use to segment the market for iced-tea? ( NB: This question is NOT asking you to write all that you know about segmentations, but to carefully read the case and state your responses based on the material presented in the case)
Behavioral:
Ø Customer attitudes towards the brand positive and enthusiastic (Consumers responded to the all-natural, no-calorie, relaxing and refreshing claims than the new-age beverages made.
Ø Quality taste, flavor and brands (benefit status) - Drinks that appealed to their desire for healthier, lighter refreshment.
Ø Loyalty status (Buyers can be divided on the basis of their loyalty status) -Significantly high
Demographic
Ø All age group
Ø Gender - ( Male, Female)
Ø Family Life Cycle - (Married and Unmarried)
After being battered by soft drinks, the venerable standby has risen as people have begun to turn away from alcoholic drinks and prefer healthier, less sugary drinks that even their families can enjoy.
Geographic
Ø Limited editions
Ø Hot and cold tea (depending on climate) according to information from the case David Belcher , a promoter of Indian and Ceylon tea, found it impossible to peddle his hot tea in the stifling Missouri heat. Because of the heat, he tried some ice. Therefore ice tea is suited for different regions, and consumers can enjoy it hot or chilled with ice.
Ø Available at various locations including: convenience stores, grocery stores, hypermarkets and warehouse clubs.
Price
Ø For instance competitors
Unilever are now adding to its Tetley ice with a radical new way of selling hot tea. Having spent £10 million ([US$16.6 million) developing hot cans to be sold in convenience stores and petrol stations, it was ready to test-market the product in Manchester, England.
2. What potential market segments can you identify in the case for iced-tea? (Similarly, your answer to this question must be based on the material presented in the case)
Demographical
Ø Young trend setting customers - Short attention span, new drinks, new flavors
Ø Middle age, working class - Therapeutic benefits healthier, lighter refreshments, convenience of canned tea
Ø Older generations - Health benefits, all natural ingredients, no calories
Geographical- Urban Centers (Ice tea as a convenient and quick refreshment for the working class in between snacks or lunch.
Attachment:- case_study2.rar