Nike To Release Sports DrinkEssay Preview: Nike To Release Sports DrinkReport this essayAccording to Mintel Sports Participation Report (2007) participation in sport is biased towards males under the age of 45 who are categorised in the ABC1 socio-economic grade. Therefore the ideal target market Nike should aim this product at is the young sports enthusiasts between the ages of 15-35.
In order to reach their target market, Nike will segment the country geodemographically targeting the cities with the highest level of sports participation and ABC1 individuals.
The target audience to be used in this DSM strategy is going to be early adopters and opinion leaders, as this product is new to the UK market. The target audience is going to be very similar to the actual target market, as this segment of people will buy the product for themselves. So the target audience is going to beвЂ¦Ð²Ð‚¦Ð²Ð‚¦.
According to Business Week and Interbrand (2007) Nike is the leading sports company on the planet and its infamous Nike �swoosh’ is known to people all over the globe .Target current users of Nike products as they will already have an affinity with the Nike brand and more will be inclined to try out the sports drink.
The likely decision process of this target market is a simple one. In most economies and markets buying a sport drink would be identified as a limited problem solving decision; as Solomon (2004) describes LPS as having low risk and low involvement from the consumer. However, in some cases it could be perceived as more of a routine problem solving (RPS) decision due to their being few alternatives on the market to choose from, and thus consumers become easily attached to one brand. Another case in point is that it could also been seen as an extended problem solving decision as certain sportspersons will want to know exactly what ingredients and benefits the sports drink offers and will therefore deliberate for quite some time over the alternatives
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In the United States, a sport drink is not subject to the FDA’s stringent brand assessment procedures, so in most of the cases we see this as an appropriate way of measuring consumer decision-making. Indeed, the lack of FDA approved alternative brand-based dietary supplements can be understood with the ease of a simple consumer-friendly decision and is a necessary standard for future action and evaluation.
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There are still a number of reasons why a consumer might want to take an additional risk from sports drink choices than some other choices, especially in light of recent industry-wide health and safety reviews
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The major problems associated with sports drink availability are lack of support and safety, inconsistent use of product brands, and over-saturation of beverages. Thus, the choice of an LPS should not necessarily be a final deciding factor in choosing a new, more appropriate sports drink.”
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The current public understanding is that sports drinks are “a health risk that many Americans take for granted,” and that most consumers who do seek safety and nutrition information for a sport drink are often under-informed and under-equipped to address the problem. However that perception may not reflect the reality that the sport drink industry continues to evolve and continue to grow; it just illustrates the need for continued investment in the health and safety of all sports drink consumers who choose to consume sport drinks. These stakeholders should join the public in advocating for a number of alternatives or options for sports drink access. These options, either in the future or as more widely available, will allow consumers to make timely, informed choices such as how to find and choose one of their desired sports drink options through any of the available outlets and as additional sources of health and safety information.
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There are a wide range of potential sports drinks options and a lot of stakeholders want to see them added to today’s sports drinks business. I believe that as manufacturers and consumers continue to evolve and become much more connected with the consumer as the consumer expands its portfolio of choices within the sports drink industry, these alternative options are at the forefront of our next-generation consumer health and safety trends.
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The only issue that needs addressing and being addressed at this point is that manufacturers and consumers continue to grow and get more consumer knowledge of their products and the current sports drinks industry. I believe the demand for these products also needs to increase, but the primary factors behind this need being more access to and awareness of more diverse, different sports drink brands, brands and products.
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“As important as sports drink products are when it comes to their health and wellness, as we enter the sport drink marketplace and as consumers increasingly learn more about the health of their beloved sports drink and to consider alternatives and options when planning their sports drink preferences, there are many factors that make sports drink consumers more concerned with the health
\r
In the United States, a sport drink is not subject to the FDA’s stringent brand assessment procedures, so in most of the cases we see this as an appropriate way of measuring consumer decision-making. Indeed, the lack of FDA approved alternative brand-based dietary supplements can be understood with the ease of a simple consumer-friendly decision and is a necessary standard for future action and evaluation.
\r
There are still a number of reasons why a consumer might want to take an additional risk from sports drink choices than some other choices, especially in light of recent industry-wide health and safety reviews
\r
The major problems associated with sports drink availability are lack of support and safety, inconsistent use of product brands, and over-saturation of beverages. Thus, the choice of an LPS should not necessarily be a final deciding factor in choosing a new, more appropriate sports drink.”
\r
The current public understanding is that sports drinks are “a health risk that many Americans take for granted,” and that most consumers who do seek safety and nutrition information for a sport drink are often under-informed and under-equipped to address the problem. However that perception may not reflect the reality that the sport drink industry continues to evolve and continue to grow; it just illustrates the need for continued investment in the health and safety of all sports drink consumers who choose to consume sport drinks. These stakeholders should join the public in advocating for a number of alternatives or options for sports drink access. These options, either in the future or as more widely available, will allow consumers to make timely, informed choices such as how to find and choose one of their desired sports drink options through any of the available outlets and as additional sources of health and safety information.
\r
There are a wide range of potential sports drinks options and a lot of stakeholders want to see them added to today’s sports drinks business. I believe that as manufacturers and consumers continue to evolve and become much more connected with the consumer as the consumer expands its portfolio of choices within the sports drink industry, these alternative options are at the forefront of our next-generation consumer health and safety trends.
\r
The only issue that needs addressing and being addressed at this point is that manufacturers and consumers continue to grow and get more consumer knowledge of their products and the current sports drinks industry. I believe the demand for these products also needs to increase, but the primary factors behind this need being more access to and awareness of more diverse, different sports drink brands, brands and products.
\r
“As important as sports drink products are when it comes to their health and wellness, as we enter the sport drink marketplace and as consumers increasingly learn more about the health of their beloved sports drink and to consider alternatives and options when planning their sports drink preferences, there are many factors that make sports drink consumers more concerned with the health