MKTG-732 International Marketing: Distinctive Identity

Energize Your Marketing

Goal:

Create a marketing campaign to give your product a distinct identity and differentiate it in the marketplace.

What to do:

You love energy drinks and have decided to create one of your own. You’ve come up with a good formula, but you recognize that the taste and benefits are similar to those of most energy drinks now on the market. You need to figure out a way for your energy drink to target a distinct market and stand out with a distinctive identity.

1.Choose one “persona”-or type of consumer you’re going to target-and describe:

• The specific characteristics or niche that will your primary target.
• The needs and desires your target consumer will most likely respond to and look for in a nonalcoholic beverage.

2. Come up with an ad tagline for your selected persona that let’s them know youre targeting people like them and meeting their needs.

3. Discuss the types of marketing campaigns you’d use to appeal to your selected persona: where and how you might advertise, for example.