Imus Brothers Coffee, Distributed by Fred and His Radio Disc

question 69

Essay

Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order company, makes ground coffee and has targeted heavy users in the past. However, it is considering switching to college students. It is considering switching target segments even though this group is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment?

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Definitions:

Digital Devices

Electronic tools that store, process, and display data using digital techniques, such as smartphones, computers, and tablets.

Promotional Messages

Communications designed to market or advertise a product, service, or event to an audience.

Laws And Regulations

The system of rules that are created and enforced through social or governmental institutions to regulate behavior.

Fake Blogs

Blogs created to deceive readers with fabricated content, often for promotional or manipulative purposes.