Segmentation & positioning strategy

Running head: PRINCIPLES OF MARKETING
PRINCIPLES OF MARKETING
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PRINCIPLES OF MARKETING
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Segmentation & positioning strategy
The selected product for analysis is 100PLUS isotonic drink, which is sold in Singapore and
Malaysia. 100PLUS is considered to be the most popular isotonic drink in Malaysia. The
brand was introduced in the year 1983. The Isotonic brand offers four variants, Lemon Lime,
Berries, Active and Tangy Tangerine. The brand also introduced a non-carbonated drink,
100PLUS Edge in the 2011 and 100PLUS Active in 2017. One of the main product variant
of the beverage brand, 100PLUS is the Original, which consisted the goodness of minerals
and glucose. The research which determines the criteria for dividing the market on the basis
homogenous characteristics. The homogenous characteristics includes geographic segment,
psychographic segment, behavioral and demographic segmentation.
The segments selected for the 100PLUS are psychographic, geographic and behavioral. The
segments targeted by the beverage brand, 100PLUS can be denoted below:
Geographic segment- The geographic segment is considered to be a subset of
demographic segmentation. The geographic segmentation divides the population on
the basis of geographic boundaries. Geographic factors like climatic condition,
geographical region can significantly influence the decision of the brands in terms of
brand communication and brand offerings. 100PLUS Isotonic Drink beverage
concentrates on selling its products in City or Metro regions. Although, the drink
variants are sold across the nation but the offerings and availability is concentrated on
urban areas for western population (Schlegelmilch, 2016). Malaysia, predominantly
has summer season which marks the demand for a refreshing drink for everyday
purpose. 100PLUS Isotonic drinks offers refreshment, great taste with the association
of healthy elements like, glucose, nutrients and minerals (100plus.com.my, 2019).
Psychographic segmentation- In psychographic segmentation, the population is
divided on the basis of values, interests, traits, attitudes and lifestyle. The beverage
brand, 100PLUS Isotonic Drink targets the lifestyle segment. The preference of