CASE STUDY:

What started as an experiment soon turned into a hobby, and eventually became a business for Kelsey Hendricks. Her move to Tofino after high school was designed to earn money so she could go to Whistler to ski. Then she discovered surfing, got hooked, and stayed put. After working as a server, she started online studies toward her Chartered Professional Account (CPA) designation. This led to roles in the District of Tofino finance department and Live to Surf, local surf shop. While on maternity leave, she experimented with brewing kombucha, a fermented beverage made with tea, sugar, and a kombucha starter culture called a SCOBY. Fermentation creates a product that is reputed to help your digestion and overall immune system. Some enthusiasts even refer to it as the "tea of immortality." The hobby grew into Tofino Kombucha, a company with a mission to be your "gateway to better nutrition and better health." As the company grew, Hendricks put her accounting studies aside to focus on her business skills Although she stumbled into the business of brewing kombucha, her marketing strategy involved doing things right from the very beginning. She decided to use only premium ingredients and no artificial flavours or colours. She offers three flavours of kombucha: Ginger Lemon, Jasmine Hibiscus, and Apricot Rose. Hendricks also pursued organic certification, which helped Tofino Kombucha grow its sales and expand to other cities in the area. Initially, she set her sights on Victoria for her next target market. Partnering with two distributors and a major grocery chain wholesaler allowed Hendricks to rapidly expand to all of Vancouver Island and the British Columbia lower mainland. Of course, kombucha has become a popular trend not only on Vancouver Island, the home of Tofino Kombucha, but also around the world. Nielsen reported that sales of kombucha were up 43% in 2020. Projections for the global kombucha market indicate sales of S4.46 billion USD by 2025. Even PepsiCo got into the market, first by investing in KeVita, an organic kombucha company in California, and then by buying the company outright. With explosive growth, KeVita ranked number two in the kombucha market. As a relatively young company, Hendricks won't be competing on that scale just yet. However, she is brewing up new flavours, all part of her marketing strategy for future growth. Source: MMarketing Grenal, Ley Lichti, McGraw Hill 2021

QUESTIONS:

1)there are various types of messages appeals thatinfluence consumer behavuur. choose two and describe with exmapes how tofino kimbucha can use each in their advertisemrtn mesaaging.

2)why doe steh beverage industry play such an important role in actual ad ideal selves. is this positive ascepcts of the id==nudstry?

3) how are cinsuers persuaf=ded been it comes to beverage products ?