Using the full spectrum of segmentation variables, describe how 5-Hour Energy segments and targets the market for soft drinks.

Breaking into a mature and fragmented industry where veteran brands reign is fraught with barriers to entry. But by finding and targeting an underserved and overlooked segment, 5 Hour Energy emerged an unlikely victor. It avoided direct competition with the likes of the Coca-Cola Company and Pepsico by sidestepping the existing beverage categories and creating a completely new product category. In doing so, it differentiated its product and targeted an underserved customer in ways that were unique to the industry. This case shows there is often room in mature markets for a company that doesn’t try to beat the competition by offering the lowest price, but by offering a product with superior benefits. Today, 5-Hour Energy is succeeding by doing this and by targeting the right customer.