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Coconut Water Essay

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Coconut water vitamin enhanced soda with a splash of lime • A description of your target market
There has been a shift away from sales of carbonated softdrinks, due in part to consumers’ concerns about sugars and sweeteners used in the products. Sports and energy drinks, loaded with sugars and caffeine, do not offer an alternative that offers sweetness and a ‘healthy’ choice. Enter coconut water.
Coconut water, harvested from young coconuts, is rich in potassium, which makes it a superior hydration product after exercise (Salter, 2010). While this claim has been disputed in the same article, it can be offered to both energy drink users as well as former soft drink and sports drink consumers looking for an alternative.
Their target markets therefore include segments of several demographics. First might be existing energy drink consumers, typically single males, ages 18-24. Add soft drink consumers looking to change, and sports drink users uncomfortable with the high levels of sugars and other ingredients in their beverages, and vitamin infused water consumers, and you see a number of potentially large discrete markets.
Coconut water enhanced soda with a hint of lime is a play on tapping into this market. Since offering just coconut water does not offer branding or exclusivity, making a soda based on the ingredient allows for marketing of a specific product. This product can be offered to each of these separate groups, as a soda alternative, as an energy drink substitute and as a sports drink replacement. The flavor profile, coconut with a hint of lime, also appeals to recently marketed US taste profiles. Lime has become more prevalent in US food and drink profiles, notable with Corona and Bud Light beer products, Tostitos chips and other products.
• Needs that cause your target market to buy including emotional and logical drivers Each of the target

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