As the discussion about the safety of energy drinks for teens heats up, many teens are looking for alternative drinks to fit their lifestyle. Enter PepsiCo’s new line of Aquafina bottled waters, aimed just at the 13-19 year old market.
Not your-parents’-bottled-water, or part of the Pepsi Generation, the new drinks, called Aquafina FlavorSplash, are candy-colored sparking drinks adorned with bright colored, over-sized labels and casual fonts declaring the flavors. For example, “Peelin’ Good” is an orange-citrus flavor and “Color Me Kiwi” is a blend of kiwi and strawberry flavors. The sparkling, flavored water contains B vitamins and zero calories, which help the products appeal to health-conscious teens and parents.
Group Activities and Discussion Questions:
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Show the new products: http://www.aquafina.com/products.php
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Selecting a target market is critical in product development. For what other target markets might Aquafina create specialized products? (e.g., mature, ethnic, lifestyle, etc.)
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Divide students into teams. Have each team select a new target market for Aquafina.
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Determine the marketing mix for this target: product, promotion, price, distribution.
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What are important elements for the new product?
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What are environmental forces that are critical to examine?
Source: Brandchannel.com, Ad Age Daily
