LIFTING THE LIMITS OF HOIST

Tony Savicki
Social Media Enthusiast
Twitter: @Social_Tony
Instagram: @859Tony
November 7, 2013
Background: Hoist needs help determining what target market they should focus on and how the
brand should stand to make it #1 across their target market; by determining what target market
will allow their product to be perceived as the #1 brand amongst their competitors in their
competitive market. With an understanding, allowing Hoist to increase revenue and market share
as they entire the 2014 fiscal year. The segment profile in which Hoist should focus on is known
as New Homesteaders. These consumers are young, upper-middle class families, with decent paying
jobs in white and blue-collar industries. They have a child-centered lifestyle; always on the go,
and hard to find time for themselves. These consumers like to both relax at home with their
families and also enjoy outdoor activities; they have an inclination for an active lifestyle;
camping, backpacking, cycling and tennis.
1
They tend to purchase fat-free products, sparkling
water, Gatorade, Powerade, lemonade, tea, Kool-Aid, and the simple bottled water as ways to stay
hydrated
2
. This segment requires two wage earners to meet the needs of their upscale lifestyles.
1

Recommendations:
When you find yourself parched and doing many other things at the same time; drink
Hoist, it will lift your hydration levels back to flawless levels.
Hoist would be the first and only perfectly isotonic beverage that would provide rapid
rehydration for this target market.
The 12 oz. bottle of Hoist is the perfect size for accessibility, storage and product
consumption compared to the typical 20 oz. bottles that the target market are currently
purchasing.
Hoist provides flavors that the target market enjoys; both unique and simple.
2

Removing the Rapid Rehydration water drop from the top left corner of the packing and
replacing it with an image that signifies its a drink, or an image that represents lifting up
your hydration levels.
2

Add a word that signifies this product is a beverage.
2

Display the social media platforms that Hoist uses to gain brand awareness.
Supply Hoist in family oriented shopping locations: Target, Kroger, Wal-Mart, Remke
Markets
2

The consumers in this target market are more likely to notice new or unfamiliar products
when they are displayed in end cap displays, rather than on a shelf next to its competing
products.
3

End cap displays boost awareness of product.
3

Raising the awareness of a perfectly isotonic beverage by having a sampling team at the
locations where Hoist is being sold will allow for better knowledge of what benefits the drink
has to offer.
Rationale:



New Homesteaders
1
Urbanicity: Town
Income: Upper Mid
Age Range: 25-44
Job Type: White and Blue Collar Industries
Education level: College Graduate
Other Characteristics: On the go lifestyle, family centered, dual income household, most likely to
shop at Target, Kroger, and Wal-Mart, Health conscious when purchasing food and beverages
When you find yourself parched during
your daily activities, drink Hoist it will lift your hydration levels back to
flawless levels
In-store placement of Hoist needs to be in locations where the target
markets are likely to see and become aware of their products. End
cap displays, such as the one shown to the right, would be located at
the end of isles and near checkouts. The benefits to having a display
at the end of isles, allows Hoist to stand out from competing
Fast
Hydration
P
r
e
f
e
r
r
e
d

S
i
z
e


Bottle
Water
Hoist

Kool-
Aide
Lemonad
e
Te
a
Gatorad
e
Powerad
e
Gatorad
e
Perceptual Map
Positioning Hoist:
In Store Display
Product Display & Packaging
Changes
1
2013 prizm segmentation system 32 new homesteaders. (2013). Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=32
2
Shandell, R. (personal communication, November 8,2013
3
Humphrey, M., & Colias, J. (2013). Endcap optimization. (Doctoral dissertation)Retrieved from
http://www.decisionanalyst.com/Downloads/EndcapOptimization.pdf
4
Raska, D. (2013). Consumer insights workbook 2. Unpublished manuscript, Northern Kentucky University, .
Methodology: The exploratory method that I used to gain knowledge of a consumer who fits the New Homesteaders
segment profile was experience surveys. Gathering information through interview from those thought to be knowledgeable
on the issues relevant to the research problem.
4
Rachael Shandell a mother of 3 younger children all under the age of 7
had no idea what the term isotonic or perfectly isotonic meant. The interview as conducted in her home in Hebron,
Kentucky on November 8, 2013 around 7:30 pm. The interview lasted about 45 minutes, after basic background
questions were asked, I explained what perfectly isotonic means and from there I received her insights on the product,
both her perceived purchase intentions and her thoughts about the product packaging. Rachael was the only person
present during the interview. Rachael said that staying hydrated throughout the day is a very important factor they try
to keep up on in her family, but she finds it hard sometimes to stay hydrated herself considering the needs of her three
children come before her. Rachael shared with me that when it comes to beverages and staying hydrated she looks for
low carb, low sugar, drinks for herself and her family. She would make a switch to Hoist if the packaging was a little
more user friendly and had a pop-top nozzle On Saturday November 9, 2013 from 6:00pm to 7:20 I traveled to the
Kroger Marketplace in Hebron Kentucky as well as the Target in Florence, Kentucky to observe consumers who I thought
would fit into my proposed target market. During my time 30 minutes at each location I observed consumers and how