Please help with the questions for the following case study.

1. What other segmentation variables might be useful for describing the target market for 221BC Kombucha?
2. What social media motives might be most relevant for 221BC's target market? How could insights of these motives facilitate the development of a social media marketing strategy?

221 BC's Segmentation and Targeting ,o In $1M, we met 22180 and its owners. Aneta and Eric Lundquist. 221 BC is a familyowned company offering a highquality kombucha with unique avors. The company is committed to developing a social media marketing strategy to facilitate accomplishing several marketing objectives. In this chapter, we take a closer look at 221803s target audience. Given the many health benets of kombucha, it may seem like it should target a mass market. Everyone wants to be healthier. right? While that'stempting, marketers know that marketing is most effective when we strategically design marketing efforts to meet the needs and characteristics of specic target markets. In Em: we learned the bases of segmentation used to group the marketing population into segments, from which we can choose target markets. Personas are developed to provide further insight into the motivations, behavioral patternsI and characteristics of the target markets. We also leamed about motivations and behavioral patterns affecting social media participation, which can be useful when planning social media marketing campaigns. 221 BC will want to target existing drinkers of kombucha and may also want to target nondrinkers who are likely to embrace kombucha once they try it and know its health benets. So who drinks kombucha? Millennials have embraced kombucha. One study found that 51% of those between the ages of 25 and 34 drink kombucha (Menayang, 2016). but other estimates suggest only 14% of the US population has tried kombucha (Statista. 2020). Another found that kombucha consumers are typically concemed with buying local and sustainably produced products. even more so than they are concerned with cost (Clyne: 2019). They choose kombucha for its probiotics: avor, and taste. Even though kombucha drinkers are driven by its health benetsi they tend to prioritize convenience and accessibility over local, fresh brews. They are open to trying new things and pay attention to health trends. Kombucha drinkers also tend to have a healthy lifestyle with interests in sustainability and social good and fitness activities like yoga. Women make up the prime demographic target audience for the global kombucha market. This is connected to a rise in health consciousness as well as increased spending power for women around the world. Women today tend to be focused on tness: healthy eating, and weight loss and this has all contributed to increased sales of kombucha and the overall strength of the kombucha market (Maximize Market Research: 201?). 221 BC has created some elements of a target person which it calls The Conscious Foodie, described in gure 2.8. In terms of demographics. this market is between the ages of 18 and 54 (with a sweet spot of 30 54), collegeeducated, and middle to upperclass income. Psychographically: the target market is active in outdoor sports. a heavy user of digital and social media. strives for a healthy lifestyle, appreciates good design. and is willing to pay more for quality. She likes to try new experiences and she's curious and open to 221BC has created some elements of a target person which it calls The Conscious Foodie, described in Figure 2.8. In terms of demographics, this market is between the ages of 18 and 54 (with a sweet spot of 30- 54), college-educated, and middle- to upper-class income. Psychographically, the target market is active in outdoor sports, a heavy user of digital and social media, strives for a healthy lifestyle, appreciates good design, and is willing to pay more for quality. She likes to try new experiences and she's curious and open to different cultures. 221BC's geographic market is currently limited to Florida Eand other major city markets but it is planning expansion in the near future. The benefits sought include an alternative to sodas, an alternative to alcoholic beverages, a beverage that provides energy, detox, and healthy probiotics. The conscious foodie Demographics Psychographics Female Active and enjoys the outdoors May have children Digitally connected 18-54 (sweet spot 30-54) Strives to live a healthy lifestyle College educated Willing to pay more for quality Upper Middle Class Appreciates good design 0 Description Figure 2.8 221BC's Buyer Persona