After brainstorming these flavour ideas it was clear that we needed to decide on our target audience before choosing any to move forward. This is because flavours like bubblegum or toffee may appeal to a younger target audience where as flavours like elderflower or vanilla would appeal to an older more sophisticated audience.
So we decided to do a task to create a member of a target audience who we believe would drink up-market vodkas.
We each drew a person who we believed should buy our proposed product to be. I imagined a sophisticated business woman, Samantha, who believes in quality products and brands. She would spend her spare time hosting dinner parties and going our for cocktails with her girlfriends. I believe that a person like this would look for a luxury vodka to treat her friends or herself. Because of the metal materials used the price of the product would be quite high so she would have to earn quite a bit to be able to splurge every now and then.
Laura came up with Jeremy, a travelling young business man who also believes in good quality products that reflect his lifestyle. He likes to treat his girlfriend to the best products out there and after business trips he would often buy her a gift from duty free. Again he has a high salary to accommodate for his lifestyle.
I think that based on these profiles that we created our target audience should be professionals aged 25-40 years old. Our target audience has a taste for quality and are willing to spend more for a luxury product or brand. It is targeted towards men and women with a female bias as flavoured vodka is mostly drank by women.
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