Harris 2
1. Chosen organization/product/service. Explain in 2–3 paragraphs the challenge facing
your choice in pursuing growth in its current market position.
Spindrift, a beverage company known for its flavored sparkling water made with real
fruit, faces challenges in pursuing growth in its current market position. One key challenge is
the increasing competition in the sparkling water industry. As the popularity of healthier
beverage options rises, more companies are entering the market, offering similar products and
flavors. This intensifies the competition for Spindrift and puts pressure on the company to
differentiate itself and maintain its market share.
Additionally, consumer preferences and trends are constantly evolving. While
Spindrift initially gained traction by promoting its use of real fruit and minimal ingredients,
consumer demands and expectations may shift over time. This requires Spindrift to
continuously innovate and adapt its product offerings to meet changing consumer preferences.
Staying ahead of these trends can be challenging and may require significant investments in
research and development to create new flavors or variations that appeal to consumers.
According to a study by Yang, Liu, and Ma, “the sparkling water market is indeed
becoming increasingly competitive” (2019). The study highlights the need for beverage
companies to focus on product differentiation and innovation to succeed in this crowded
market. It suggests that companies like Spindrift should invest in research and development,
develop unique flavor profiles, and leverage their brand reputation to attract and retain
customers. By addressing these challenges head-on, Spindrift can continue to pursue growth
Harris 3
in its current market position and maintain its competitive edge. A recent study highlights the
importance of innovation in maintaining a competitive advantage. “Spindrift should invest in
research and development to continuously introduce new flavors and product variations,
staying ahead of the competition and attracting consumers seeking novel beverage options” (
(Kozlenkova et al. 2017).
2. Target. What types of individuals will you pursue to achieve the growth for your
choice described above?
To achieve growth for Spindrift, the company can target several types of individuals
who align with its brand values and preferences.
- Health-conscious consumers: Spindrift's emphasis on using real fruit and
minimal ingredients appeals to individuals who prioritize healthy beverage
options. Targeting health-conscious consumers who actively seek out natural
and low-sugar alternatives can help Spindrift tap into a growing market
segment.
- Millennials and Generation Z: These demographics have shown a preference
for healthier and more transparent food and beverage choices. By targeting
millennials and Gen Z, who value authenticity and quality, Spindrift can
connect with younger consumers who are more likely to experiment with new
products and share their experiences on social media, generating buzz and
brand awareness.
Harris 4
- Foodies and flavor enthusiasts: Spindrift's unique selling proposition of using
real fruit to create flavorful sparkling water can resonate with individuals who
have a passion for food and beverages. Targeting foodies and flavor enthusiasts
who enjoy trying new taste experiences can help Spindrift capture a niche
market and generate brand loyalty among those seeking exciting and natural
flavor profiles.
- Eco-conscious consumers: Sustainability is a growing concern among
consumers. Spindrift can appeal to eco-conscious individuals by highlighting
its commitment to using real fruit and minimal packaging. Targeting
environmentally aware consumers who prioritize products with a reduced
environmental footprint can help Spindrift differentiate itself and attract a loyal
customer base.
- Health and fitness enthusiasts: Spindrift's low-calorie and refreshing beverages
can be positioned as a perfect complement to an active lifestyle. By targeting
health and fitness enthusiasts, including gym-goers, athletes, and wellness
enthusiasts, Spindrift can position itself as a hydrating and flavorful alternative
to sugary sports drinks and sodas.
3. Demographics/geographics/psychographics/lifestyle. Describe the relevant
characteristics of your target that will make a difference in creating a story that will be
communicated through a variety of media channels.
- Health-conscious consumers:
Harris 5
Demographics: Typically include individuals who prioritize health and wellness across
various age groups, ranging from young adults to middle-aged individuals.
Geographics: Can be found in urban and suburban areas, where access to health food stores,
gyms, and wellness centers is readily available.
Psychographics: Value natural and organic products, prioritize clean eating, and seek out
transparent and healthy beverage options.
Lifestyle: Actively engage in fitness activities, follow dietary restrictions, and seek
information on nutrition and wellness.
- Millennials and Generation Z:
Demographics: Primarily target individuals born between the early 1980s and late 2000s,
representing a diverse group in terms of age, income, and education.
Geographics: Concentrated in urban areas, college campuses, and tech-savvy environments.
Psychographics: Value authenticity, social responsibility, and digital experiences. They are
early adopters of trends and are active on social media platforms.
Lifestyle: Seek personalized and unique experiences, prioritize convenience, and express
themselves through their choices and social media presence.
- Foodies and flavor enthusiasts:
Demographics: Include individuals of various age groups who have a passion for food,
cooking, and exploring diverse culinary experiences.
Geographics: Found in urban areas with a vibrant food scene and access to specialty food
markets and restaurants.
Harris 6
Psychographics: Appreciate high-quality ingredients, unique flavor profiles, and culinary
creativity. They enjoy experimenting with new tastes and appreciate the art of cooking and
dining.
Lifestyle: Regularly seek out new and exciting food experiences, are open to culinary trends
and fusion cuisines, and often share their food experiences on social media.
- Eco-conscious consumers:
Demographics: Span across different age groups, including younger environmentally aware
individuals and older individuals concerned about the impact on the planet.
Geographics: Concentrated in areas with a strong focus on sustainability, such as cities with
active recycling programs and eco-friendly initiatives.
Psychographics: Prioritize environmentally friendly products and companies, value
transparency and ethical practices, and actively seek ways to reduce their carbon footprint.
Lifestyle: Engage in recycling and waste reduction practices, support eco-friendly brands, and
advocate for sustainable living through their choices and actions.
- Health and fitness enthusiasts:
Demographics: Include individuals across different age groups who prioritize physical fitness
and an active lifestyle.
Geographics: Found in areas with access to gyms, fitness studios, outdoor recreational spaces,
and health-conscious communities.
Psychographics: Place importance on physical well-being, seek products that enhance their
fitness goals, and value the connection between a healthy body and mind.
Harris 7
Lifestyle: Regularly participate in exercise and fitness activities, follow workout regimens,
adhere to specific diets or nutrition plans, and actively seek out health-related information and
products.
4. Story. What path will your creative appeal take? Specifically, how will you creatively
get your target to notice you and/or to take action? Be specific in how you see your
video playing out! What is the storyline? Walk us through how you envision your
video playing from start to finish.
I’m not entirely sure what exactly I’m going to shoot for my video but maybe along
the lines of soft music plays in the background, setting a contemplative tone. With captions
stating, "In a world filled with endless possibilities, sometimes all it takes is a spark of
imagination to unlock extraordinary experiences." The camera zooms in on the can of
Spindrift with a lot of colors surrounding it. The camera cuts to many different angles.
The video then cuts to a person opening the spindrift and taking a sip with eyes closed,
exploring this magical world with awe and wonder. The person returns to reality as they open
their eyes after taking a sip. The captions concludes, "Spindrift, where every sip opens a world
of imagination and endless possibilities. Let your taste buds embark on a journey like never
before." The video fades out with the Spindrift logo and a call-to-action, encouraging viewers
to "Experience the Magic of Spindrift Sparkling Water".
Harris 8
In this video, the storyline emphasizes the power of imagination and the transformative
experience that Spindrift offers. By blending live-action and animation, the video captures the
essence of the product's ability to transport consumers into a world of joy and wonder. The
creative appeal lies in evoking emotions, curiosity, and a sense of adventure, enticing the
target audience to notice Spindrift and take action by trying the product for themselves.
Harris 9
References:
Yang, Y., Liu, H., & Ma, J. (2019). The Development and Prospects of Carbonated Beverage
Industry in China. E3S Web of Conferences, 145, 01066. doi:
10.1051/e3sconf/201914501066.
Kozlenkova, I., Samaha, S. A., & Palmatier, R. W. (2017). Resource-based theory in
marketing. Journal of the Academy of Marketing Science, 45(1), 15-35. doi:
10.1007/s11747-016-0492-4.
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