Drop in customer and target market for a beverage operation Assignment

Drop in customer and target market for a beverage operation - Assignment Example In this paper I will be using drop-in-customer as my customer type and analysing the target market in relation to selection of location for a beverage operation. Energy boosting beverages are largely consumed by sports persons such as athletes. However, the market for these beverages has grown and expanded beyond sports persons to attract non-traditional drinkers. Teenagers, college students and young adults in the ages of 18 to 34 account for majority of energy drink consumption today. This is particularly because of this population’s active lifestyle. Furthermore advertisements for such products appeal to this generation more as compared to older persons. Research has shown that 34% of persons between the ages of 18 and 24 take energy drinks regularly (O’Brien et al, 2008). Also half of all college students consume a drink at least every month regardless of their gender. Most drop-in-customers for beverages are therefore below the age of 34 years of age, are active and therefore will take an energy drink especially on a tiresome day (Heckman, Sherry and Gonzalez, 2010). Sports persons also actively consumer energy drinks. This target market many not have lots of money to spend but regularly need the drinks and will therefore often purchase a drink. The young adults on the other hand are mostly in their first jobs and therefore have some funds to spend on drinks. Marketing and advertisement messages should therefore communicate the benefits of the drinks and at the same time appeal in terms of price (Miller, 2008). Location for beverage operations is also an important element of marketing considering the demographics of the target market. The on-the-go life style of the target market for instance requires that operations are located in strategic places such as supermarkets, college canteens and central places on streets. Design of the retail outlets should also take in account the fact that these