The DD drinks company was founded over one hundred years ago by a deeply religious family and has been recognised as being a good employer ever since. The company has a long history of supporting sporting events as part of its stated commitment to help promote healthy lifestyles. DD has a corporate social responsibility (CSR) commitment to behave ethically while helping better the quality of life of society generally. A percentage of DD's profits are also allocated to a number of local charitable causes each year

Explain the role that the basic marketing mix and branding have in DD's positioningto appeal to its target market segment.

Segments, targeting and positioning

Market segmentation includes an organisation dividing a market into same customer groups with similar common characteristics. Following on from this activity, targeting is the process of selecting the most lucrative market segments for its product(s). From the scenario, it is clear that DD's targeted market segments are children and teenagers. As 'the world's leading manufacturer and distributor' it is supposed that further targeting geographically has not been chosen and that the targeted market segment is youngsters world wide.