Running Head: Game Changer Energy Drink Purpose Of Ev 912411

Question

Running Head Game Changer Energy Drinkthe Purpose Of Evaluating Market

The purpose of evaluating market segments is to identify suitable segments to serve effectively. Target market selection involves choosing specific groups or segments in which a company will compete, and determining the number of segments to target. According to Armstrong et al. (2015), companies must decide whether to focus on a single segment or multiple segments, or to target the mass market. This decision is critical, as it influences the marketing mix and strategic positioning of the product or service (Jobber & Ellis-Chadwick, 2012).

In the context of Game Changer Energy Drink, the company’s target market spans adults aged 18-65, both male and female, residing within a 100-mile radius of the company headquarters. The intended consumers are individuals willing to invest a bit more time and money in a healthy energy drink made from locally sourced raw materials, anytime they need an energy boost. The target demographic includes single individuals, married couples, or working professionals and students who earn at least $5,000 annually. They are residents of the Boston area, have completed at least high school, and spend a significant portion of their income on energy drinks annually.

This customer segment considers energy drinks an extension of their daily needs—value-added products they genuinely enjoy. They prefer healthy, low-calorie options that taste good. Moreover, they feel existing brands fail to meet their specific taste preferences and health-conscious needs. The ideal customers are those who seek reliable delivery of a product that is available at the right place, at the right time, and in the right form to enhance their energy levels and productivity. Furthermore, these consumers are likely to be highly engaged with brands that align with their health and nutritional values, favoring products that are locally made and environmentally sustainable.

The target market selection for Game Changer Energy Drink underscores the importance of understanding consumer needs and preferences. It highlights a focus on health-conscious, active, and busy individuals who are willing to pay a premium for a product that complements their lifestyle. By positioning itself as a healthy, locally sourced, and conveniently accessible energy drink, the company aims to fill the market gap left by existing brands that do not fully satisfy this niche. Strategic marketing efforts such as targeted advertising, localized promotions, and premium branding will be key to capturing this segment effectively.

References

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2015). Principles of Marketing. Melbourne, Australia: Pearson Australia.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and Practice of Marketing (7th ed.). New York, NY: McGraw-Hill Higher Education.

Dr. Jack HW Helper · Accepted Answer

Running Head Game Changer Energy Drinkthe Purpose Of Evaluating Market

The purpose of evaluating market segments is to identify suitable segments to serve effectively. Target market selection involves choosing specific groups or segments in which a company will compete, and determining the number of segments to target. According to Armstrong et al. (2015), companies must decide whether to focus on a single segment or multiple segments, or to target the mass market. This decision is critical, as it influences the marketing mix and strategic positioning of the product or service (Jobber & Ellis-Chadwick, 2012).

In the context of Game Changer Energy Drink, the company’s target market spans adults aged 18-65, both male and female, residing within a 100-mile radius of the company headquarters. The intended consumers are individuals willing to invest a bit more time and money in a healthy energy drink made from locally sourced raw materials, anytime they need an energy boost. The target demographic includes single individuals, married couples, or working professionals and students who earn at least $5,000 annually. They are residents of the Boston area, have completed at least high school, and spend a significant portion of their income on energy drinks annually.

This customer segment considers energy drinks an extension of their daily needs—value-added products they genuinely enjoy. They prefer healthy, low-calorie options that taste good. Moreover, they feel existing brands fail to meet their specific taste preferences and health-conscious needs. The ideal customers are those who seek reliable delivery of a product that is available at the right place, at the right time, and in the right form to enhance their energy levels and productivity. Furthermore, these consumers are likely to be highly engaged with brands that align with their health and nutritional values, favoring products that are locally made and environmentally sustainable.

The target market selection for Game Changer Energy Drink underscores the importance of understanding consumer needs and preferences. It highlights a focus on health-conscious, active, and busy individuals who are willing to pay a premium for a product that complements their lifestyle. By positioning itself as a healthy, locally sourced, and conveniently accessible energy drink, the company aims to fill the market gap left by existing brands that do not fully satisfy this niche. Strategic marketing efforts such as targeted advertising, localized promotions, and premium branding will be key to capturing this segment effectively.

References

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2015). Principles of Marketing. Melbourne, Australia: Pearson Australia.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and Practice of Marketing (7th ed.). New York, NY: McGraw-Hill Higher Education.

Running Head Game Changer Energy Drinkthe Purpose Of Evaluating Market

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