Mother energy drink case

1. Who were Mother Energy's main target consumers? Why do you think they chose this target market for their product? How do these consumers compare with consumers of other Cocacola products (e.g., Coke, Diet Coke, Sprite)? Think about how they may differ or be similar in terms of needs, attitudes, lifestyle, demographics, etc.

2. Other than deciding to improve and reposition their product, Coca-cola could have decided to withdraw the brand and introduce a new brand. Outline some of the advantages and disadvantages of each approach.

3. Why do you think that Coca-cola decided to persist with the Mother Energy brand, particularly when it had been placed in the inept set by many in the target market? Think about their target market.

4. Once a product is placed in the inept set by the majority of a target market, how can a firm move it to a product group they would consider (that is, what tactics should it employ)?

5. Take a look at the original and the new Mother Energy TV ads posted on Canvas. What were some of the key differences? How important is it that their communication adopted a twosided message approach? How important was it to use humour in the ads? Is the new ad a suitable ad, or would there be an alternative approach?