Opportunity: Sell iced cocktails (in zipped bags, image attached) as an alternative to consume in parties, tailgates, etc.
2)
Who: College students/ young adults who consume alcohol.
What: Need to find an alternative and enjoyable-low cost alternative at the moment of consuming alcohol.
Why: People only drink normal cocktails in clubs that sometimes are expensive (for the amount of alcohol you get) or consume just regular alcohol. This alternative is a new concept here in Gainesville that can be of the interest of a lot of students.
3)
Testing the who: Potential customers for this product are young people or college students who drink and are interested to try something new. There is a lot of people who like to drink normal cocktails in bars and club and would not want to try this alternative. Maybe the product can get the attention of more adults on a scenery as going to the beach or tailgate.
Testing the what: Maybe a drawback could be that drinking from a cup is more practical that getting an iced cocktail from a zipped bag because it is much easy. Also it can be kind of messy to consume the iced cocktail and a little unpractical to consume if it melts in the bag. Also it is an uncommon product that here in America might be seen as different, so maybe it would not convince people as much of buying it.
Testing the why: For some teens/young adults drinking is only to get tipsy and enjoy the moment, not for the enjoyment of the drink. Also nowadays people like the practical things, and in terms of alcohol having you Cranberry Vodka, the beer or any other standard cocktail in a club always seems as the best option because of how easy it is to consume and how famous those products are, sometimes people just don't want to try new things because they are happy with what they have right now.
4)
I interviewed students who consume alcohol, then I introduced the product and asked questions about how did it look at first sight, what flavors (cocktails) would they like to consume, if they will like to try it, if they will consume it in clubs, tailgates or parties in general, and if they would recommend to any friends. From this questions I understood that it must me really difficult to market a new product and position it. All of the people that I interviewed told me that they would give it a try, however they told me that they would still prefer normal cocktails or normal alcoholic beverages because they have always done that. Also the vast majority of people told me that they believe that for a scenery as tailgates it would be really cool, basically because it would be like "an ice cream with alcohol" as one of them said. They also think that it doesn't look so practical for consuming at a club.
5)
From this exercise I started to appreciate more how companies do to introduce an uncommon product. I see that my opportunity could actually work, but in less environments than I thought. Although, a lot of people looked at it as something really cool that they would give a try to, the feedback at the end is really positive. Now I understand that this product could be something more seasonal and could sell really good during football season because of the tailgates and the weather that comes with the season. I believe that my opportunity can actually work and if it is well received among the students, it could even get really famous.
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