I want to perform Segmentation, Targeting and Positioning for Pepsi Cafe in the United States. It is a cola coffee hybrid drink that pepsi wants to introduce. It is pitched to coffee drinkers that want a taste of pepsi, it has twice as much caffeine as regular pepsi so it is energy drink like (maybe). I believe this is a product that should definitely be marketed to gen z and millenials as they are the biggest coffee consumers in the United States. And I think they should include a zero calorie product to sell to more health conscious individuals.

I want to get your ideas on who you think this product should go to and how it should be presented to them an what demographics/pyschographics/segments potential consumers are. Feel free to use your own research materials as well, I have provided some research materials. Basically the STP for Pepsi Cafe

Information about Pepsi Cafe:

https://www.beveragedaily.com/Article/2019/12/13/Pepsi-Cafe-to-hit-US-shelves-in-2020#:~:text=PepsiCo's%20Pepsi%20Caf%C3%A9%20%E2%80%93%20which%20'blends,can%20flavors%2C%20original%20and%20vanilla.

https://www.foodandwine.com/news/pepsi-cafe-coffee-cola

https://www.fool.com/investing/2019/12/20/pepsico-follows-coca-cola-into-the-hybrid-coffee-m.aspx

What competitors are doing: (Coca Cola Coffee) https://www.coca-colacompany.com/news/coke-with-coffee-united-states-launch

Link to Pepsi's 4 Ps of Marketing: http://panmore.com/pepsico-marketing-mix-4ps-analysis

Link to information on caffeinated beverage market: https://www.grandviewresearch.com/industry-analysis/ready-to-drink-tea-and-ready-to-drink-coffee-market

Trends in coffee industry: https://www.reportlinker.com/p05974114/Ready-to-Drink-RTD-Coffee-Market-Growth-Trends-and-Forecasts.html?utm_source=GNW