Module 2 Discussion:

Customer Driven Marketing

https://www.youtube.com/watch?v=Uw0aVp7M-8Q
This is an ad for SodaStream which, if you don’t know what that is, it is a home
carbonation kitchen device with which one can make their own carbonated beverages.
This particular advertisement was actually produced for the Super Bowl in 2013 but was
rejected due to pressure from Pepsi and Coke which I feel adds to the appeal. It still
runs on various platforms and besides the catchy “dueling banjos” music, I like the
whole premise of the two soda heavyweights in a head-to-head competition as the
drivers race to unload and get into the store first. The underlying theme is the real
grabber however as the bottles all explode as they reach the door and those on the
trucks too. I like that the SodaStream machine is environmentally friendly and saves on
plastic waste in our landfills, lakes, rivers and oceans. This type of product advertising
reaches out to several market segments and cuts across demographics which include
those interested in saving money (perhaps lower income families, older fixed income
individuals and those that are simply frugal), soda drinkers which comprise a huge
market segment, and what I believe the real focus is, environmentally and ecologically
motivated buyers. The product can also be used to carbonate fruit juices so the health
conscious are also targeted. Social forces weigh heavily in the development of this
marketing strategy as it touts the saving of 500 million plastic bottles on the game day
alone thus using strong pathetic appeal to consumers emotionally invested in the Earth.
Bases employed in segmenting their markets for the device are behavioristic,
psychographic and demographic, and most assuredly I feel this ad enhances value as it
touches on so many positives of the product.