The beverage industry is highly competitive, giving consumers the ability to choose from many brands offering a variety of products. This includes bottled water, sports and energy drinks, and carbonated beverages. The range of choices available can make market segmentation difficult because these drinks can appeal to such a wide range of consumers. You might be just as likely to see someone drinking a Coke in the city as in the country. While it's not uncommon to see a college student drinking a Monster Energy Drink, it's also not surprising to see a middle-aged construction worker drinking one too. And bottledwater seems to be enjoyed by people with just about any psychographic profile. Should beverage makers then abandon the idea of segmenting their marketswhen building marketing mixes?
The beverage industry is highly competitive, giving consumers the ability to choose from many brands offering a variety of products. This includes bottled water, sports and energy drinks, and carbonated beverages. The range of choices available can make market segmentation difficult because these drinks can appeal to such a wide range of consumers. You might be just as likely to see someone drinking a Coke in the city as in the country. While it's not uncommon to see a college student drinking a Monster Energy Drink, it's also not surprising to see a middle-aged construction worker drinking one too. And bottled
water seems to be enjoyed by people with just about any psychographic profile. Should beverage makers then abandon the idea of segmenting their markets
when building marketing mixes?
Segmentation along with strategic positioning enables the firm to achieve wider market access.
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