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Advertising 1: NESTEA

The three demographics are, the identified target can be classified as sportsman and teenager, and they are students as well as working executives.

The three psychographic characteristics can be classified as the customers who are lower-income people and their lifestyle. Their activities, interests and opinions can be classified as community, food and products. They can also be categorized as Fresh Life as they are attracted by fashion or trend conscious and viewing habits reflect peer-group interest. (Kotler and Denize 2008, 171)

The first marketing concept is understanding needs and wants. Marketers should properly understand the target market's needs and wants, hence, the right good or service may be created. Thus, Nestea observed that lower-income people and teenagers were a huge potential category because of its cheap price and the diverse taste around ice-tea. (Lamb, Hair, and McDaniel 2014, 82)

The next marketing concept is the routine response behavior, which is generally related to low-cost goods and services. Nestea can also be called low-involvement products because buyers spend little time on search and decision before getting a cup of milk tea. (Lamb, Hair, and McDaniel 2014, 87)

The third marketing concept is perceived risk of negative consequences. The marketers must understand whether buyers are using classes that evoke the preferred evaluations. People who love sweets and sour with ice and have a take-away-drink always think about Nestea brand because of its convenience. (Lamb, Hair, and McDaniel, 86)

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