Case Study : Healthy Potion

Introduction Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wanted to market it as a hydrating drink. The VP of marketing, Sarah Ryan, thought that although Crescent Pure fit both of these categories, there was an alternative option. The third option would be to position the new beverages as healthy drinks, this would be a broader market positioning strategy, one that a transcendent product like Crescent Pure, could fulfill. The concern was to simultaneously position the drink in the most lucrative market, while also ensuring that the drinks attributes aligned with the market consumers’ needs.

We wanted to be able to give more pizzazz to the drink by including words like “refreshing”; So buyers won’t miss out a “drink of a lifetime”. This technique is called glittering generalities, which is a way to get buyers to see “good” labels displaying how the product is presented in a positive way. Finally, we chose to include in the top left corner of the poster a pile of red cans near a trash can. In the article, “Marketers and Mean Girls” Brandwashed conducted a poll stating that “112,000 teenagers in thirty countries, just under half of all teenagers factor in the brand when making purchase decisions, with Nike, Lacoste, Adidas, Sony, and Apple being the most popular among the boys, and Zara, H&M, and Roxy among the girls” (Lindstrom 2). We wanted to give the impression that the other brand of coconut water weren’t popular and so buyers shouldn’t buy a product that isn’t

COCA COLA COMPANY Stephanie Kimber MBA-705 November 16, 2017 Executive Summary The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

INTRODUCTION Healthy Potion is currently experiencing steady growth and profitability due to its success in the early stages of business development. However, as the business begins to grow out of the establishment phase it has become increasingly evident that the reliance on a single product is not a sustainable business plan. Healthy Potion requires a diversification strategy to grow their business and to ensure that it remains competitive in the long run. If successful, the implementation of this strategy will ultimately contribute to a balanced scorecard.

As a result, Pepsi Co. has struggled to survive in the Chinese market. Pepsi Co.’s equivalent to Sprite, 7Up, has not been met by the acceptance that Sprite received. Sales of Pepsi to 7Up have a ratio of 4:1 (Harvard Business Review on Doing Business in China). Ultimately telling us that Pepsi has been unsuccessful at selling this product (In China, Coke Fights to Stay Ahead of Pepsi). From reading about this, I have learned that it is critical that you understand you market in order to be successful. This lesson that I learned is one that will help me in many of my future classes. I look forward to traveling to China and observing peoples drink choices to see whether Coca-Cola is actually more common than Pepsi.

http://www.just-drinks.com/management-briefing/soft-drinks_id109121.aspx Kotler, P., Pfoertsch,W. 2006. B2B brand management. New York : Springer Henderson, Bruce D (2013) "The Product Portfolio". Retrieved 01August 2013. Nancy Dai, (2004) Cola Wars in China: Future is Here. The University of Western Ontario

1 Chapter 1 - Introduction 1.1 Introduction Recent research has established that customers can form emotional attachments to brands (Park et al, 2010), with fundamental properties and behavioural effects that are similar to their attachments to other people (Fournier, 1998). Albralt and Kleyn, (2011) confirms that the development of a strong brand identity leads

Introduction Healthy Potion is a business that specializes in producing a unique healthy beverage. It is in a good developing situation and has made considerable profits from its current business activities. However, the business that has reliance on one single product and single operation system might have difficulty in sustainable development

In the past, Perrier controlled about 24% of the total U.S bottled water business, and was dominating half of imported bottles water sector.   The market sales of Perrier sparkling water from France rapidly grew in the United States from one million US Dollars to about eighty million per year. However, Perrier now accounts for eighty percent of declining water imports in America and 29 percent of the $225 million of sales yearly in the bottled-water market, which is growing at the rate of 9 percent annually.   The American public is trading low in sales of mineral water that is substituted with club soda, according to a trade source.   Perrier is challenged by Khisu Mineral Water, which has apparently cured the Korean King Sejong of all illnesses.   Perrier’s considerable decline of its market share in the bottled water industry seems to be very challenging for its marketing team and raises some questions of how to survive on the market and regain the previous rhythm of sales.   Maybe it’s time for them to consider some inevitable changes in the marketing strategy.

Healthy potion has several potential business opportunities which includes the growing market shares and developing new products. The business has been earning significant profits and have just recently overturned the startup capital cost in quarter 3 of 2016. This indicates that the company is in a good position and there is a high chance that it will perform steadily in the foreseeable future. Furthermore, the business’ weakness of having to rely only on one product for its main source of income could turn to be an opportunity for the business to develop other new range of product.

The Healthy Potion business has been operating for 10 years. The current owner generated $500,000 surplus funds and opened 5 additional stores in Australia Shopping Malls. Previously, they sold unique beverages containing Chinese herb. The business is built on health benefits. Even though sales revenue increased, the number of repeated customers dropped from 70% to 40%. The owner believes that adding the herb to fresh juices may be a new selling point, and she wants to expand the business in this way. I will use a rational approach in my report to advise her on strategies for growth. This consists of three stages: Analysis, Formulation, and Implementation.

I. Introduction This is to continue from coursework one recommend, in the coursework one has supported generally concept in terms of Coca-Cola enterprise, such as CCE should be encouraged R&D (Researched and Developed) their new innovations concerning with low calories soft drinks and produce healthy beverages for customers. Likewise, CCE has dominated the entire world’s beverage markets. However, CCE still has the formidable competitors, such as Pepsi, Co. Consequently, CCE should be comprehensive and established emerging market. For example, BRIC group is the key point of emerging market and chief secondary markets, such as Vietnam and Indonesia, Thailand, and so forth, due to these countries are many populations. In addition, CCE

The analysis of Healthy Potion marketing strategy Introduction Healthy Potion is based on its 10-year marketing model design. Healthy Potion products marketing is with the fierce competition in the pharmaceutical. Healthy Potion products market development trend has been various medical to analyze the market opportunities, targeting, the elderly market, sub-health groups and female groups. Healthy Potion selection and positioning is in accordance with market research on the consumer spending habits, product channels, etc., to develop a corresponding products marketing plan. The actual product marketing strategy is through marketing activities, product sales and customer service and after-sales process (Demil, 2010). At present, Healthy Potion products level varies through different channels, agents or research. In the current Healthy Potion products market, the general product market entry and growth period of about 3 months - 6 months, then enter the active period is about 24 months - 30 Month or so, and then enter the recession. Therefore, in marketing strategy, Healthy Potion tends to use high advertising costs and multi-promotional activities.

1 Introduction This is to continue from coursework one recommend, in the coursework one has supported generally concept in terms of Coca-Cola enterprise, such as CCE should be encouraged R&D (Researched and Developed) their new innovations concerning with low calories soft drinks and produce healthy beverages for customers. Likewise, CCE has dominated the entire world’s beverage markets. However, CCE still has the formidable competitors, such as Pepsi, Co. Consequently, CCE should be comprehensive and established emerging market. For example, BRIC group is the key point of emerging market and chief secondary markets, such as Vietnam and Indonesia, Thailand, and so forth, due to these countries are many populations. In addition, CCE

Product A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might meet people’s satisfaction or demand (Kotler and Armstrong 2014).The healthy portion diet pill is one of the “shopping products”, which would take consumers considerable amounts of time to make the final choice. The competition among the diet supplements is quite fierce, but a new venture could still manifest the competitive advantages if it masters and utilizes the concept of the total product. The main idea is to add more customer value in each level. (Kotler and Armstrong 2014). At the core product level, the company should realize that what the customers actually want to pursue is keeping in health in a convenient way. A number of consumers intend to shape a slim figure without bearing the pains from high-pressure exercise. At the actual product level, the Healthy