HELP University MKT101: 100PLUS Segmentation & Positioning Report

This report analyzes the marketing strategies of 100PLUS isotonic drink, focusing on its segmentation and positioning within the Malaysian and Singaporean markets. The report examines the brand's history, product variants, and target segments, including geographic, psychographic, and behavioral segmentation. The geographic segment focuses on urban areas with a summer season, psychographic segmentation targets health-conscious consumers, and behavioral segmentation considers occasion, frequency, and benefits sought. The positioning strategy leverages the health benefits of the drink, such as minerals, nutrients, glucose, and vitamins. The report references key marketing concepts and academic sources to support its analysis, providing a comprehensive overview of 100PLUS's approach to the market.

Running head: PRINCIPLES OF MARKETING
PRINCIPLES OF MARKETING
Name of the Student
Name of the University
Author Note

1PRINCIPLES OF MARKETING
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

2PRINCIPLES OF MARKETING
adopting a healthy lifestyle is segmented as a homogenous group of people with
similar need of health benefits from an energy drink. Lifestyle choice of being healthy
through sports, are targeted with the value proposition of a healthy drink. The
requirement of healthy lifestyle can be addressed by the product variants of 100PLUS
(Venter, Wright & Dibb, 2015). The variants can hydrate, re-energize and refresh with
nutrients, minerals and glucose.
Behavioral segmentation- Dividing the population group into homogenous groups like
brand loyalty, benefits needs, occasion and usage frequency is known as Behavioral
segmentation. The beverage brand, 100PLUS Isotonic Drink addresses segments like,
occasion, frequency in terms of soft drink consumption and benefits needed. The
occasion can be a sports event, the frequency of drinking a soft drink, which has
health benefits can positively contribute to the usage rate. The benefits needs can be
responded by the health benefits of the variants like minerals, nutrients, glucose and
Vitamin B3, B6, B12 (Gupta, 2017). Few of the drinks have reduced the sugar level
and have not even added artificial sugar like 100PLUS Reduced Sugar.
The positioning strategy of the brand, 100PLUS Isotonic Drink can be based on the
characteristics of the product and/or customer benefits. The strategy will utilize the benefits
of the drinks, which has health benefits like nutrients, minerals, glucose and vitamins.

3PRINCIPLES OF MARKETING
References:
100plus.com.my (2019). 100PLUS - About. [Online] Retrieved from
https://100plus.com.my/about
Gupta, V. K. (2017). Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305), 1(1), 21-24.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. In
Global Marketing Strategy (pp. 63-82). Springer, Cham.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), 62-83.