“Are you smart enough to
segment a market?”
In a nutshell:
One size does not fit all. Not for
clothes. Not for cars. And now, not for soft drinks either.
Marketers know that identifying a
target market is critical to success. But not all companies have the guts to
clearly go after a single segment and risk alienating the broader market. Dr.
Pepper is taking that risk and is betting big. Their new target market for diet soft drink is men. Not girls, not kids, not grandparents, not moms – they want
Men (with a capital M) to drink Dr. Pepper Ten.
Why this focus on a specific market segment?
Dr. Pepper is taking note of the increasing size of men’s waistlines, and is targeting their diet soda directly to them, using advertisements that appeal to the tough-guy mentality. Men between the ages of 25 and 34 say they need to make healthier choices in sodas, but don’t like the usual diet pop taste or image.
Chicks needs not apply (but are still welcome to buy the product)!
(Sources: Advertising Age,
Brandchannel.com)
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