MARKET RESEARCH

Most big businesses have carved out their own corner of the market. Pepsi, for instance, was losing to Coca-Cola in the soft drinks market until it segmented the market and started focusing on a young, fun-loving demographic. Today many Pepsi ads targeting that demographic feature pop stars and other young status symbols, a strategy that has helped it grow into a heavyweight cola company. Similarly, Red Bull gets its energy drinks in front of a young, adventurous crowd – its own segment of the market – and even owns a Formula One racing team.