When marketing a new brand we have to be carefull we dont push away our original customers. We can target a different audience,but we cant be biased to our old ones. Healthy drinks have become a main focus for many drink companies and this is telling us we are on the right track,
"Carbonates have a large, youthful constituency and the core consumers care least about the health issues that have latterly enveloped the market. Despite this, ‘healthier’ soft drinks have recorded far faster growth and NPD and marketing is trying hard to reposition fizzy drinks as ‘natural’ and ‘healthy’. This is helping carbonates to shed some of their acquired reputation as being ‘bad for you’. Nevertheless, the consumer base amongst adults and children has shrunk in the last few years." [4]
"Carbonates have a large, youthful constituency and the core consumers care least about the health issues that have latterly enveloped the market. Despite this, ‘healthier’ soft drinks have recorded far faster growth and NPD and marketing is trying hard to reposition fizzy drinks as ‘natural’ and ‘healthy’. This is helping carbonates to shed some of their acquired reputation as being ‘bad for you’. Nevertheless, the consumer base amongst adults and children has shrunk in the last few years." [4]
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