Read the Case Study 221BC's Segmentation and Targeting and answer the following questions :

In Chapter 1, we met 221BC and its owners, Aneta and Eric Lundquist. 221BC is a family-owned company offering high-quality kombucha with unique flavours. The company is committed to developing a social media marketing strategy to facilitate accomplishing several marketing objectives. In this chapter, we take a closer look at 221BC's target audience. Given the many health benefits of kombucha, it may seem like it should target a mass market. Everyone wants to be healthier, right? While that's tempting, marketers know that marketing is most effective when we strategically design marketing efforts to meet the needs and characteristics of specific target markets. In Chapter 2, we learned the bases of segmentation used to group the marketing population into segments, from which we can choose target markets. Personas are developed to provide further insight into the motivations, behavioural patterns, and characteristics of the target markets. We also learned about motivations and behavioural patterns affecting social media participation, which can be useful when planning social media marketing campaigns. 221BC will want to target existing drinkers of kombucha and may also want to target non-drinkers who are likely to embrace kombucha once they try it and know its health benefits. So who drinks kombucha? Millennials have embraced kombucha. One study found that 51% of those between the ages of 25 and 34 drink kombucha (Menayang, 2016), but other estimates suggest only 14% of the US population has tried kombucha (Statista, 2020). Another found that kombucha consumers are typically concerned with buying local and sustainably produced products, even more so than they are concerned with cost (Clyne, 2019). They choose kombucha for its probiotics, flavor, and taste. Even though kombucha drinkers are driven by its health benefits, they tend to prioritize convenience and accessibility over local, fresh brews. They are open to trying new things and pay attention to health trends. Kombucha drinkers also tend to have a healthy lifestyle with interests in sustainability and social good and fitness activities like yoga. Women make up the prime demographic target audience for the global kombucha market. This is connected to a rise in health consciousness as well as increased spending power for women around the world. Women today tend to be focused on fitness, healthy eating, and weight loss and this has all contributed to increased sales of kombucha and the overall strength of the kombucha market (Maximize Market Research, 2017). 221BC has created some elements of a target person which it calls The Conscious Foodie, described in Figure 2.8. In terms of demographics, this market is between the ages of 18 and 54 (with a sweet spot of 30-54), college-educated, and middle- to upper-class income. Psychographically, the target market is active in outdoor sports, a heavy user of digital and social media strives for a healthy lifestyle, appreciates good design, and is willing to pay more for quality. She likes to try new experiences and she's curious and open to different cultures. 221BC's geographic market is currently limited to Florida and other major city markets but it is planning expansion in the near future. The benefits sought include an alternative to sodas, an alternative to alcoholic beverages, a beverage that provides energy, detox, and healthy probiotics.

Please see the demographic profile below:

/content/enforced/490233-78229.202201/figure2_8.pdf

Figure 2.8 221BC's Buyer Persona

Discussion Questions:

1. What other segmentation variables might be useful for describing the target market for 221BC Kombucha?
2. What social media motives might be most relevant for 221BC's target market? How could insights of these motives facilitate the development of a social media marketing strategy?
3. Using the information provided and additional information you find through your own research, design a persona for 221BC's target market.