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1 slide recap of first presentation (ALL)
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Kool-Aid faces challenges stemming from an outdated brand image and changing consumer preferences. However, opportunities exist in rebranding efforts, expanding target audiences, and adapting to evolving industry trends. The key lies in embracing nostalgia, improving social media engagement, and aligning with health-conscious consumer trends to secure a stronger position in the market.
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Consumer Analysis (Rafael)
Kool-Aid's current consumer base primarily consists of families, with a focus on parents and their children. The age range is likely diverse, but there is a historical association with parents who grew up with Kool-Aid and are now introducing it to their own children. While the brand has a strong presence among certain demographics, addressing negative health
perceptions and adapting to changing consumer preferences, especially in
the digital realm, will be crucial for sustaining and expanding its market share.
- **Demographics:** Primarily families with children.
- **Preferences:** Strong appeal for nostalgic consumers.
- **Brand Loyalty:** High among long-time users.
- **Marketing:** Emphasizes simplicity, family, and fun.
- **Packaging:** Iconic, recognizable, and convenient.
- **Price Sensitivity:** Positioned as an affordable beverage.
- **Health Consciousness:** Some concern due to sugar content.
- **Cultural Influence:** Embedded in American culture, associated with traditions.
- **Online Presence:** Not as active on social media, engaging younger audiences, tries to engage with.
- **Trends:** Evolving to address health-conscious consumers with potential sugar-free or low-calorie options.
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Segmentation, 3 segments (Reyana)
The tried-and-true suburban crew:
The “tried-and-true suburban crew” are your soccer moms and your dance
recital dads. These are parents who grew up drinking copious amounts of Kool-Aid and can’t help but pass down their weakness to the sweet juice to their children. They most likely purchase it due to a bit of nostalgic inclination and have been loyal to their brand for most of their life. The teenage rebels :
