Question

You are the marketing manager of a new brand which is introducing a new product in the Canadian market. The product is an Energy Drink targeting post secondary students and it is made with natural healthy ingredients which promote brain health and recovery from studying and other mentally demanding tasks. Considering the stages of the Consumer Decision Making model, suggest how you will persuade your target customers through the stages of the model to achieve your marketing objective.

Answer 1

To persuade post-secondary students in Canada through the Consumer Decision Making process for a new natural energy drink, focus on awareness, use brand ambassadors, highlight natural health benefits, and incentivize purchases. After sales, encourage feedback and testimonials to foster a community-driven support for the beverage.

Step-by-step explanation:

To persuade your target customers through the stages of the Consumer Decision Making model as the marketing manager of a new energy drink targeting post-secondary students, you can implement a strategic approach that resonates with your audience's values and behaviors. Firstly, it is important to understand that the Consumer Decision Making process involves a series of stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

To address the problem recognition stage, you can use marketing tactics to make students aware of the challenges they face with traditional energy drinks and position your product as a healthier alternative that supports brain health and recovery. During the information search stage, utilizing brand ambassadors who are fellow students can boost credibility, as they exemplify a source of information students trust. These ambassadors, particularly those who are influential in activities such as sports and music, can communicate the benefits of the beverage through their networks, increasing its perceived value. For the evaluation of alternatives stage, provide clear comparisons that demonstrate why your energy drink is superior, emphasizing its natural ingredients and health benefits.

When students reach the purchase decision, offers and easy access to the product at campus outlets or events can incentivize them to choose your brand. Finally, to guide post-purchase behavior, encourage feedback and testimonials from students who enjoyed the drink, fostering a community that supports healthy lifestyle choices and promotes peer-to-peer recommendation.

Implementing this tailored approach not only combines evidence-based understanding of health benefits but also leverages social proof and community trust, both of which are integral to effective marketing to post-secondary students.