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¶ … dairy farmers milk producers challenged persuading teenagers young adults drink milk. Once a child turns 11-12, milk consumption drops dramatically. Although milk marketers success "Got Milk?" Milk Mustache marketing campaigns, attracting teens drinking milk remains difficult.
The main problem with marketing milk to teens is that, in the teens' perception, drinking milk is associated with being a child and, as such, with being immature and in a lower level of social and behavioral development. There are two deriving aspects from this perception that need to be analyzed. First, it is the attitude of the teenager towards himself. The teenager is at a phase in his life when he wants to be an adult and, as such, anything that could associate him with being a child will be rejected.
Second, it is the attitude of the peers towards the teenager. It is common knowledge that peer pressure at this age is tremendous...
Drinking milk makes the teenager vulnerable because of the jokes that can be made on his behalf. The connection between milk and being a baby is easy to make in a teenager group,
Another important development that occurs during the teenage years and that will affect the marketing of milk products is the need to stand out as an individual. Sometimes associated with the concept of being "cool," the need to stand out will reflect in the teenager's attitude towards most of the things he or she is in contact with at that particular moment in time. Standing out of the group will almost automatically attract the admiration of the peers, which is something that teenagers crave at this time of their development.
All these observations about the characteristics of teenagers at a certain moment of their…
Drink Probability Experiment Preface to Study You plan to conduct a marketing experiment in which students are to taste one of two different brands of soft drink. Their task is to identify the brand tasted. You select a random sample of 200 students and assume that the students have no ability to distinguish between the two brands. (Hint: if an individual has no ability to distinguish between the two soft drinks, then each
The Living Essentials company claims it markets its high-powered beverage (which is sold in a 2-oz bottle as a "shot") to "…hardworking adults who need an extra boost of energy" (Meier, p. 2). Another article in the respected New York Times reports that in addition to the 13 fatalities linked to 5-Hour Energy, another 5 deaths have been linked to "Monster Energy" (Meier, 2012). These data were released by the
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Marketing Sports Drink In today's current marketplace, there is stiff competition among sports drink manufacturers. Our company has developed a product with an edge on the competition. The product is a sports drink that comes in a container that effectively keeps the drink cold for approximately six hours. In order for sales of this product to succeed in the marketplace, it is necessary for our company to devise effective strategies for
A low concentration of market share is always held by many rival firms making the competitive landscape more intense. Threat of substitutes; Substitutes refer to other products in other industries. Pepsi deals with beverage industry and food industry for example. The private label food products that are low priced compared to those of Pepsi which is highly priced, is leading to price wars as customers opt for cheaper products. Buyer power;
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