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Market Segmentation:

Market segmentation basically involves dividing a bigger market into smaller segments. This can be done on the basis of various factors such as:

Geographic Demographic Psychographic

The geographic factor basically includes the location as to where our product will be located. In which region of the country will we focus? Are we focusing on rural areas or urban areas? For coach we are targeting the urban areas of Pakistan. Therefore our first priority would be to launch it in the bigger cities of the country like Islamabad, Rawalpindi, Lahore & Karachi.

Moving on to the demographic factors. They include factors such as age, gender, income etc. As COACH is an organic energy drink and is mainly for athletes, our main target will be on the people of age 25-40. Furthermore, as the drink is an organic energy drink & its purpose is to give you instant energy we are targeting both; the males & the females.

For the psychographic factors, we are targeting the middle class. COACH should be easily affordable for anyone. This would give us a competitive edge over our customers. This is because mostly the energy drinks are expensive & so not everyone can afford them. Hence by keeping an affordable price we would be able to attract a greater chunk of people.

Positioning Statement

A positioning statement for any firm plays a significant role. It is usually a one or two sentence statement which tells us what we are going to do & how are we solving the need. Writing a Positioning Statement is a very useful exercise because it requires you to identify, and then articulate in a concise and brief statement your distinct value to your customer in relation to your competitors.

The positioning statement for COACH is:

“The strength your body needs”

SWOT Analysis

Strength:

Our main strength is that we would be offering our consumers an organic drink free of chemicals. A variety of things that will give our drink a competitive edge are as follows:

People demand such energy drinks that boost their stamina and also don’t affect their health. This is where we would come into place.

We are creating our product with an image that is associated with sports. So all the sports men will associate themselves with our drink which will introduce COACH energy drink to this group.

Opportunities:

In comparison with global energy drink firms which invent and experiment different products in various production lines, COACH has only one version of product. However, COACH is introducing a new idea in the market that is energy drink containing organic material which will give natural strength. Since we are introducing an innovative product in the market of energy drinks there is a greater chance that we would reach more buyers, which will help us to protect our firm from threats of competitors. Thus increasing our success rate as well.

WEAKNESS:

We are offering only one version of the product. We could face issues because of this limited product line. COACH could be in a negative position which will lead to a weak sustainable development in the long term marketing plan of the firm.

Threats:

Many media and experimental tests prove that energy drinks have a negative effect on health. COACH must take societal and health concern during the process to benefit the society seriously.

With the development of science and technology people are easily getting access to mass information. Before the purchase they can get information about the products. They can also compare different functions and prices of one type products during purchasing. Therefore we would have to consider this factor in our minds as well.