When asked to name a brand of sports drink, most people will answer Gatorade, and some will respond with POWERade. But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar. To plug this market gap, Wederman Beverages has developed FastCrack, which contains no sugar. What form of segmentation has Wederman followed to identify and reach this market?

When asked to name a brand of sports drink, most people will answer Gatorade, and some will respond with POWERade. But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar. To plug this market gap, Wederman Beverages has developed FastCrack, which contains no sugar. What form of segmentation has Wederman followed to identify and reach this market?

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter6: Target Markets: Segmentation And Evaluation

Section: Chapter Questions

Problem 3SC

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