Market Segments for Bloom Sparkling Energy
2-1 Blog: Market Segments
Recently I purchased a sparkling energy drink from the brand Bloom. I've been wanting to try an alternative to coffee and a family member said these were good. Then I noticed my coworker was drinking one, so I took it as a sign to give it a try! The main, obvious market segment that Bloom uses is appealing to customers who are health and wellness conscious, like myself. Bloom focuses on clean ingredients as well as added health benefits, and is sold as an alternative to competing energy drinks like red bull or celsius. According to our book “market segmentation is the separation of a market into groups based on the different demand curves associated with each group” (Babin & Harris, 2021). For bloom to successfully reach this market segment they had to apply multiple segmentation strategies. This includes things like targeting a specific gender or age group through trends or packaging as well as using intriguing health claims that make them stand out to wellness focused consumers and ones searching for a better option.
Proper market segmentation can make or break a company so implementing proper strategies is extremely important. One key point to focus on when implementing these strategies is to have a clear understanding of your target consumer. You need to understand exactly what your segments wants, needs, and values. A second key point is to understand where and how your segment gets their information. If you are not going through the proper marketing channels it will be harder to reach your target consumer. Third, is the brand identity. This not only includes consistency in the brands values and the quality of their product but also their image and eye catching packaging. For a product like Bloom sparkling energy drinks, they likely appeal to younger to middle aged women just based on the appearance of the bottle. The last key point to consider is the marketing mix, or 4 P’s. “The marketing mix is simply the combination of product, pricing, promotion, and distribution strategies used to position some product offering or brand in the marketplace” (Babin & Harris, 2021). By understanding the basics of your segment you can determine where the best place is to sell your products, so they get the most visibility by the right people. Another aspect of the market mix is pricing, you want to price your product strategically so your company benefits from it, but it still stays competitive with other brands.
A new market segment I've noticed recently is young teens or even pre teens purchasing high end skincare and make up from sephora. Segmentation strategies I would use to reach this new market segment would be primarily social media based. These young kids are being influenced and getting all their information from photos and videos of other people on platforms like instagram and TikTok. A heavy hand in marketing on these platforms will help significantly. Another equally important strategy is to somehow connect or appeal to the parents as well, since at the end of the day they are the ones purchasing the products for their kids and saying yes or no.
Bloom Nutrition. (2023). Bloom Nutrition. https://bloomnu.com/
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