GROUP ASSIGNMENT: CONSUMER INSIGHTS PROJECT

You are advised to undertake a small interview/ Survey of the respondents and prepare a “Consumer Insight
Project” report of the product (as chosen by the group), highlighting following components:
Description of Industry & Recent Trends (at least 3) applicable to your product/ service that necessitates a
new product/ service (Use Ansoff Growth Matrix & NPD).
Name of Company and the Brand Name (that team proposes)
Market Segment Identified (Segmentation Variables Selected for Consumer Profiling)
Consumer Research undertaken:
o Type of Research (Primary Vs Secondary; Qualitative Vs Quantitative)
o Research Objectives
o Sources of Data Collection (Internal Vs External-Published/ Consumer Panels)
o Qualitative Research (Motivational Researches- Depth Interviews/ Focus Gr/ Projective Techniques)
o Quantitative Research (Observational/ Experimentation/ Survey- Attitude Scales)
o Sampling Method (Probability Vs Non-Probability)
o Data Analysis (Techniques used)
o Conclusion & Recommendations
Customer Value Gap Identified (Need Description-Innate Needs & Acquired Needs)
Product/ Service Description (Features)
Motivational Model Applied & Need Arousal Techniques
Product Personality: Product/ Service is targeted at (Id; Ego; Superego); Product/ Service is targeted to
(Compliant; Aggressive; Detached)
Brand Personality (Sincerity/ Excitement/ Competence/ Sophistication/ Ruggedness) as analyzed on the basis
of OCEAN
Choice of Colour (Blue/ Yellow/ Green/ Red/ Orange/ Brown/ White/ Black/ Silver, Gold)
Attitude Formation Strategies (Develop Belief/ Influence Belief/ Impel Action); Attitude Change Strategies
(Utilitarian/ Ego Defensive/ Value expressive/ Knowledge)
Reference Group (Type & Appeal); Family member dominance; Roles; FLC; Social status (H-M-L
categories); Lifestyle Profiles (AIO) of target category
Cultural beliefs (Language/ Symbols/ Rituals/ Artifacts); Indian Core Values
Disposal Techniques (Get rid of it/ Keep it)
Instructions:
1. Upload on MOODLE
2. Hard Copy submission with Anti-Plagiarism report
Description of Industry & Recent Trends (at least 3) applicable to your product/ service that necessitates a new
product/ service (Use Ansoff Growth Matrix & NPD).
Global energy drink sales reached €44 billion in 2014 (about $49.9 billion), according to BeverageDaily.com, an
online news service covering the food and beverage industry. That’s a 5% increase over 2013 sales. Energy drinks
are part of the broader soft drink category, which includes carbonated beverages, fruit and vegetable juices,
bottled water, sports drinks, beverage concentrates, ready-to-drink tea, and ready-to-drink coffee. Within this
industry, consumers have been buying less soda and more energy drinks. Americans today are consuming about
the same amount of soda as they were in 1986. Meanwhile, energy drink sales have been growing rapidly,
according to the American Beverage Association, the trade association that represents America’s non-alcoholic
beverage industry. The markets that will be most important for energy drink growth through 2017 are the
United States, China and Brazil, according to market research firm Euromonitor International.

Top Emerging Companies and Trends

The energy drink market is saturated, making it hard for small and new companies to compete. No companies
appear to pose a serious threat to Red Bull, or Monster and Rockstar’s market dominance. If we factor in energy
shots, coffee shotswould rank ahead of Rockstar in energy beverage sales; its closest competitor, 6-Hour Power,
would rank near the bottom of the list. Energy drink mixes like MIO Energy and Crystal Light Energy are not
major players in the market, relatively speaking.

There may be room in the energy drink market for companies that differentiate themselves from the leading
players’ brands, which look remarkably similar in their advertising, promotions, and sponsorships. Competitors
face challenges such as distribution, obtaining shelf space, and generally offering something unique from the
big three. (For related reading, see Taking Beverages to the Extreme.)

The Bottom Line

The energy drink industry has been growing profitably for years as other once-popular beverages have declined,
and it appears on track to keep growing despite regulatory and health challenges. Two of the three leading
companies are privately owned, which limits options for investors who want direct exposure to this category.
However, stocks in companies such as Monster, along with ETFs focused on the food and beverage industry,
offer the opportunity to participate in the energy drink industry’s future performance. (For further reading, see
Parched For Profits? Try Beverage Stocks.)

Social status (H-M-L categories)

Social Classes and their Buying Patterns
The buying behaviour of individuals and groups are strongly influenced by the social class to which they belong,
or aspire to belong. Social class is also linked to demographic and geographic data. These classes are found living
in clusters and have relatively homogeneous geodemographicsegments in terms of housing, urbanisation and
other, viz. class difference in status is symbolic for food, housing, clothing, purchases, lifestyle.

Social Class in Consumer Behaviour

In a social class, people try to make the same kind of purchases as are expected by their peers. Marketeers try
to target their products on class-based market segments.
Upper Upper Class
Upper-Uppers are the social elite who live on inherited wealth and have well-known families. They maintain
more than one home and send their children tothe best schools. They are in the market for jewelry, antiques,
homes, and foreignvacations. While small as group they serve as a reference group to others tothe extent that
other social classes imitate their consumption decisions.
Lower Upper Class
Lower Uppers are persons who have earned high income or wealth through exceptional ability in their
profession or business. They usually come from the middle-class. They tend to be active in social and civic affairs
and seek to buy the symbols of social status for themselves and their children, such as expensive cars, homes
and schooling. Their ambition is to be accepted and the upper-upper status, a status that is more likely to be
achieved by their children than themselves.

We will target working class middle class and corporates, and college students (not school)
Corporate culture is such that people try new things to enhance their performance,
They would really prefer to take something like shots instead of coffee with high sugar and bitter taste to upscale
their skills.
Lifestyle Profiles (AIO) of target category
AIO Segments

Activities: Activities focus on someone's daily routine and hobbies. A person who rides their bicycle to work and
plays sports on the weekends likely has different purchasing patterns than an employee who drives a car to
work and watches a lot of movies. Club memberships, entertainment choices, vacations, and social events can
give marketers clues about a consumer's activities.

Interests: A person's interests reveal concepts and ideals that drive their passions. A mother of three may list
family, cooking, crafts, and toys as interests on a survey. Interests may also include hobbies, affiliations, and
pastimes. A consumer may have varied interests, such as coin collecting, model shipbuilding, gardening, and
fishing.

Opinions: Everyone has opinions, and consumers are no different. Marketers would like to know people's
opinions about movies, public figures, politicians, actors, and television shows. Marketing agencies also need to
know consumers' opinions about brands, products, and stores. AIO aims to create a psychographic profile of a
consumer, with the goal of targeting advertising to various types of people.
AIO segment
Activities, people take tea coffee as wake up drinks for work and evening or lunch drinks to keep them going
throughout the day, hence our product fits here. We can profile them by their activists people with service
industry and corporate exposure have such things.

Market Segment Identified

Types of Market Segmentation

With segmentation and targeting, you want to understand how your market will respond in a given situation,
like purchasing your products. In many cases, a predictive model may be incorporated into the study so that
individuals can be grouped within identified segments based on specific answers to survey questions.

GEOGRAPHIC SEGMENTATION
While typically a subset of demographics, geographic segmentation is typically the easiest. Geographic
segmentation creates different target customer groups based on geographical boundaries. Because potential
customers have needs, preferences, and interests that differ according to their geographies, understanding the
climates and geographic regions of customer groups can help determine where to sell and advertise, as well as
where to expand your business.
Metropolitan cities

DEMOGRAPHIC SEGMENTATION
Demographic segmentation sorts a market by demographic elements such as age, education, income, family
size, race, gender, occupation, nationality, and more. Demographic segmentation is one of the simplest and
most commonly used forms of segmentation because the products and services we buy, how we use those
products, and how much we are willing to spend on them is most often based on demographic factors.
Age:18-50
Students, college, office
Middle class and upper class
Any race gender and nationality

FIRMOGRAPHIC SEGMENTATION
Firmographic segmentation is similar to demographic segmentation. The difference is that demographics look
at individuals while firmographics look at organizations. Firmographic segmentation would take into
consideration things like company size, number of employees and would illustrate how addressing a small
business would differ from addressing an enterprise corporation.
Big MNC and metro cities like corporate cities gurgaon

BEHAVIORAL SEGMENTATION
Behavioral segmentation divides markets by behaviors and decision-making patterns such as purchase,
consumption, lifestyle, and usage. For instance, younger buyers may tend to purchase body wash, while older
consumer groups may lean towards soap bars. Segmenting markets based off purchase behaviors enables
marketers to develop a more targeted approach.
Extra workload stressfull job, energy draining jobs and culture, to reduce that people would buy this hence
demand need met

PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation takes into account the psychological aspects of consumer behavior by dividing
markets according to lifestyle, personality traits, values, opinions, and interests of consumers. Large markets
like the fitness market use psychographic segmentation when they sort their customers into categories of
people who care about healthy living and exercise
Lifestyle of being highly focused at work by taking continues dozes of caffeine, and other products.

Ansoff Growth Matrix.

No product and existing market = product development

Product development growth strategy
Product development refers to a growth strategy where a company aims to introduce new or innovative
products into existing markets. For this strategy a company may require the development of new competencies
as well as to develop modified products which can appeal to existing markets. A company which wants to
differentiate its product to remain competitive can use the strategy of product development.

Marketing emphasis of successful product development strategy is on:

Research & development about the product and make innovation in products
Company should have deep concern with customer needs, change in customer need and how company will
satisfied their changing needs
Being first to market (new product or modification)
he key ingredients in coffee shots are also available in every day foods. It contains zero sugar, four calories and
about as much caffeine as a cup of the leading premium coffee.

Coffee shots shots may be for the extremely busy, but it’s always a good idea to read labels and check up on
any products you’ll be consuming.

First, why don’t we tell you what coffee shots shots don’t have? Our energy shots don’t contain any sugar, or
aspartame. Instead, the energy blend includes amino acids and other nutrients
This is the answer but plag hoga ismai.