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This study accesses how to successfully set up a sustainable business for a fermented drink made from banana waste, namely Bananika, in the Portuguese alcoholic beverage market. It attempts to identify the target group of this innovative beverage as base for the development of an effective marketing campaign. Furthermore, this paper is examining if Bananika is an economically viable startup.
Given those objectives three critical dimensions have been identified and analyzed. For the first dimension a market segmentation has been executed. The segmentation was based on a survey that was conducted in order to analyze and distinguish the Portuguese consumers according to their consumer habits of alcoholic beverages, price sensitivity, purchase intention, demographic and sociodemographic characteristics. With the help of a cluster analysis the consumers were then divided in to 4 different groups. This market segmentation is then followed by a Marketing Mix based on the previously identified target group.
The second dimension tried to analyze the strategic standpoint of Bananika in the highly competed Portuguese beverage industry. Therefore, an industry analysis has been performed that resulted in a positioning map.
The analytical part of this paper then ends in the third dimension, the financial plan of the startup. This was built in order to analyze the economic viability of Bananika.
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Market segmentation Cluster analysis Marketing mix Industry analysis Financial plan