Snazzy Sodas is known for a variety of all-natural sodas as well as its efforts toward social responsibility. The company has decided to produce a new line of energy drinks, and while it does not have the resources to promote its product widely, it can make a sizeable impact with a carefully-chosen market segment. The CEO and Vice-President (Marketing) have different views on the market targeting strategies which the company should use for the new energy drinks.
Question 1. Outline and discuss the market targeting strategy that you would recommend Snazzy implement for its new line of energy drinks. Provide rationale for your strategy choice.
Question 2. Explain the consumer behaviour characteristics that are likely to influence consumer purchases of this new product.