Target Market (Essay Sample)

Kool-Aid
Student
Institution
Kool-Aid
Kool-Aid target Market
Kool-Aid is famous traditional beverage brand that has been on the market for almost 100 years. Edwin Perkins discovered the drink in 1900. It has gone through various structural and size changes over its lifetime. In 1956, the brand was sold to General Foods, that was then acquired by Kraft Foods (Hastings Museum, 2015).
Over the years, that company has seen transformation and penetration into the market and has enjoyed the top position beverage drinks for many years. Looking at the marketing campaign, the drink targets the whole family and thus increasing the volumes of consumption and as well the sales. The first campaign that was aired on May 2011 featured a series of household activities that were aimed and reinstalled the brand as the premier family brand. The promotion run under a banner, bring back the family fun. This is a clear indication of the fact that the promoters target the brand to be a uniting factor and as well a fun factor in the family.
In an effort to capture the attention of the family members, the promoters have developed an all-round campaign to woo the customers. The company launched both online and offline activities on social media, a sweepstake program and family movie with channels that are deemed to be family friendly. The campaign was running under a banner "Bring Back the Family Fun." It was characterized by series activities on the television which included a series of sports, dancing lessons, school plays and so on. This was aimed at ensuring that the parents alongside the children enjoyed much fun. Thus is an implication that the product targets the entire family (Bloomberg, 2013).
Product satisfaction benefits
For any product to penetrate the market and stay at the top, there is the need for consistent promotions that are backed up by the quality of the products that are on sale. Kool-Aid an excellent product and thus the demand for it shot upon introduction into the market. As a result, looking at the history of the product, it was first introduced in the market through the family owned business through which the company used to reach the initial clients. Upon the introduction, since the product was good, the demand for it increased tremendously. The manufacturers strived to keep up with the demand for building more manufacturing plans and as well expansion. The initial growth of the demand for the product is a clear indication of product satisfaction.
Still looking at the history of the product in the Hasting Museum article, the product demand exploded upon reaching the national level. This forced the organization to abandon the production of the other products and focus on satisfying the demand that was created by Kool-Aid. This again highlights the importance customer satisfaction and how this helps the product to thrive.
On the centrally, the organization introduced off-shoots which included ice creams. However, because the products did not deliver the satisfactions that was needed and thus they failed to kick off. Meanwhile, in the year 1950, the demand of Kool-Aid continued to rise and expansion of the production line was inevitable. That again stresses the point that customer satisfaction is the real driver of the demand and thus sales of a product.
Packaging and Branding
Kool-Aid was initially in liquid form and was packed in bottles. The product worked perfectly in the domestic and nearby market. However, when the product reached the national level, its demand shot and the supply of the product was slowed down by the bulkiness of the bottles. The organization invented a new way of delivering the products to the consumer. The powder form of the product packed in sachets was less bulk and lowered the costs of operations. This was a brilliant idea that ensured there was a smooth flow of the goods, and the service costs were significantly small (Hastings Museum, 2015)..
The brand is as the Kraft's most iconic brand. Since the introduction, the quality of the product helped to drive the demand and thus it was accepted all over. Then year in year out, the company organize campaigns that are at retaining the status of the brand. The campaigns are intense and target the mums and the children perfectly. They include activities that are at capturing the attention of the customers and thus promoting the brand to further heights.
Stage in the Product Life Cycle
Kool-Aid was introduced in the market in the year 1927. The product was well received by the public and thus this saw a tremendous growth. The product penetrated the entire market fast and this saw a stiff increase in the demand for the product. When the product reached the national level, it needs to compete with the market leaders including Coca-cola and Pepsi. Based on the available information, we can conclude that the product is still at the growth stage. For it to reach and thrive the maturity stage there is a need to conquer that market and gain the stable popularity enjoyed at that stage. New ads are being development is still progressing to help in the final penetration of the mar...