Term Paper

Kool-Aid is the one of the brands of Kraft Foods Inc. It is the most popular beverage product in kids. Kool-Aid targets Parents, Kids, and even Athletes too. They have good competitive advantage in the kids market. The following are the five Strategic options that give us a clear picture of Kool-Aid Position and image in Market of beverage.

* Product Attributes: Kool-Aid has product that meets the requirements of parents as well as kids. They have good grip over the market due they have good product attributes that give them and competitive advantage over their competitors. The market Kool-Aid is in right now is more health conscious and taste conscious. This is because Parents in today's generation do not like their children to eat or drink unhealthy. All they want is to get something that is healthy and as well as fun for their kids. Kool-Aid has divided their product segments into three different main attributes. They are in the market from more than ten years now and in this time period they have managed to know about differentiate their customers needs. They found that there are three different types of customers in the market. One who are kids and like to make drinks by their self; Kool-Aid has looked over this need and introduced the powered beverage, and they also introduced some recipes online for the kids. This helps them in both way making kids as well as their parents happy. The only thing that might disturb their market here is the different mood of the customer, the customer who do not like to drink much sweeter products. Kool-Aid looked at this need too and introduced the product same to the traditional powered beverage one, but with no include sugar at all. This helps them becoming unique in the market of powered beverage for kids. Moreover, as the time passed by they found that there were some other types of customer too who are just looking for quick beverage, Kool-Aid made this possible too by providing them products called Kool-Aid Jammers 10, with only 10 calories.

These all attributes helps them becoming unique and also gave them an sustainable competitive advantage over their competitors. Moreover, they also introduce their beverage as a sports drink too, which includes a routine amount of Vitamin C. This strategy helps them becoming a "Cash Cow" of the Kraft Food Inc.

* Product Design: The design of the Kool-Aid products has been designed to meet the customer demand in the market. Kool-Aid comes in the small pouches that can easily be carried to anywhere and due to the small size of the product it is easily fit into even small bags. They have good product design that meets and exceed the demand of everyone. Koo-Aid has three different types of product designs; Kool-Aid Jammers 10, Sugar Free Kool-Aid, Kool-Aid Singles. These different products have different product designs.

Kool-Aid Jammers10 is a product that is the first low-calorie juice drink in a pouch with the great taste of Kool-Aid Jammers kids love. This product has a unique design that comes in one of the kind clear back pouch. Kool-Aid has positioned this product as a fast and quick beverage that can be taken to anywhere, and they have designed it so good that it attracts the kids too much. The following are the snap shots of Kool-Aid Jammers designs:

Sugar free Kool-Aid and traditional Kool-Aid comes in small thin pocket size pouches that are designed to fit anywhere. Most of the customers like to carry these pouches with them and like to use it when needed. The design of these pouches is superb and due to the wait and dimension of the packages. It becomes more popular in kids and Parents. The following are the snap shots of Sugar Free Kool-Aid:

Kool-Aid Singles are kind of same as Sugar free Kool-Aid but has little bit big size. This product is designed to make at least 8 glasses of juice with one pouch and this product has sweetened to make it faster and easier for customers. The following is the snapshot of Kool-Aid Singles:

* Brand Familiarity: Simple brand familiarity can create a reason to buy. Kool-Aid has positioned