Company Introduction, Market Segmentation, and Product Positioning

In this assignment I will be talking about my company and give its background. After giving the background information we will start building the marketing plan with a focus on segmenting and positioning our product and service.

The name of my company is called Peak. Peak is the name of our energy drink. This exclusive energy drink was launched by Peak in 2005. The drink was first discovered out of Philadelphia, Pa. Working along with Dr Lance Williams, and former body builder William strong the idea of putting out a product that will enhance mental focus, and high-performance stood out. Energy drinks are the fastest-growing part of the beverage industry, with sales in the United States reaching more than $10 billion in 2012, more than Americans spent on iced tea or sports beverages like Gatorade. Energy drinks as a whole face rising popularity, and represents a generational shift in what people drink, and reflects a successful campaign to convince consumers, particularly teenagers, athletes, etc that the drinks provide a mental and physical edge. These drinks have and are still under scrutiny by the Food and Drug Administration. Many reports of deaths and serious injuries have been linked to their high caffeine levels. Peak has paid close attention to those reports and kept it eyes on the situation. Based on research, one thing is clear, interviews with researchers and a review of scientific studies show the energy drink industry is based on a brew of ingredients that, apart from caffeine, have little, if any benefit for consumers. This drink is now sold in over a million stores in the US. Currently Peak can be found in 6 different flavors. Furious Grape, Powerful Fruit Punch, Speedy Cherry, Strong Orange, and Thunder Citrus. Peak energy drink is a non-carbonated drink that features 135mg of caffeine. It has very little burn as compared to other energy drinks. With the 135mg of caffeine, there is nice amount of kick to it. It comes in a 16oz can right now. Bright...