According to the research findings, it can, therefore, be said that almost every product available in the market has been designed by keeping in mind the needs and preferences of a particular group of customers. This group of customers is the “ target customers” of a particular brand or a product segment. In this topic of discussion, Pepsi has launched a new product which is targeted at a narrow customer segment. This, as a result, has driven the company to design the marketing communication accordingly, so that it can effectively connect with the targeted customers.
The target customers of the Pepsi Max and the “ Unbelievable” campaign are the young population which falls under the age group of 18-24-year-olds. This age group may seem to have a large number of audiences and potential customers but the company has decided to fine-tune its targeting by choosing the customers with an active lifestyle that is associated with sports, music, and addiction towards social media and technology. To put this simply the company has targeted the customers who lead an active lifestyle and are also quite conversant with technology and internet and social media.
The age group clearly indicates that the target audience of the company is college students and young professionals who are attracted towards surreal videos and advertisements that can closely connect to their lifestyle. PepsiCo has launched their “ unbelievable” campaign in the UK, which has proved to be one of the most lucrative markets in the industry. The UK is currently an economically stable nation which suggests that the average affordability of the customers is also quite high. This, as a result, makes it easier for the company to launch its products in this area.
Moreover, the soft drinks segments are categorized under the convenience products and are often associated with impulse buying. From the pricing of the Pepsi Max, it can be stated that it is targeted at the middle and upper-middle socioeconomic group of the society. This suggests that the company has targeted at a particular demographic segment of the market, which perfectly fits the brand image of the product.
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