BHO5504 Brand and Product Management | Pure Leaf Lemon Ice Tea
Answer:
The target segment for the Pure leaf lemon ice tea by Unilever Canada Company’s Product.
The target segment for pure leaf lemon ice tea is consumers whose tests and preferences are on consuming products with low calories as this kind of tea are zero calories per bottle and will suit these consumers very well.
Geographic Characteristics
Income
Its price is very affordable by people in all income categories. This is because, before pricing their products, Unilever considers peoples' income and cost of living to ensure most of them can afford it (Hasan, 2015).
Ethnic background and Age
The target segment for pure leaf lemon ice tea is consumers whose tests and preferences are on consuming products with low calories as this kind of tea are zero calories per bottle and will suit these consumers very well. The product is suitable for all ages except for small children, and most consumers of all ages have shown a liking for it.
Location and Religion
Unilever distributes the product all over Canada, and it is thus in most of the stores in Canada and most people can access it. There is no barrier from religion in Canada preventing people from a particular religion from taking it. Thus it is consumed by any person who likes the product.
Behavioral Characteristics
Consumer attitude
Due to the excellent taste of the product and excellent customer relation from the company, most of them love purchasing this product from Unilever (Tocquer, 2017).
Personal characteristics
Pure leaf lemon ice tea has been in a way that it suits most of its customers' traits like looking for tea with good flavors and low calories and No Beliefs prevents consumers from consuming Pure leaf lemon ice tea, and thus the product has a large customer base.
Lifestyle and Occupation
In the current generation, people want healthy, sweet and affordable products and Pure leaf lemon ice tea satisfies all that requires and the prices of the product are fair and can be afforded by people in different professions.
References
Hasan, M.M., 2015. Marketing Analysis of Unilever. Total Quality Management, 11, p.13.
Tocquer, G., 2017. Pepsodent: marketing strategy at the bottom of the pyramid. Emerald Emerging Markets Case Studies, 7(4), pp.1-16.ground.
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