Fuel Marketing Plan

5676 Words Sep 13th, 2012 23 Pages
FUEL
1. Marketing Plan: Phase 1 The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “FUEL” (For Unleashed Energy. Levels) will be marketed as a unique organic functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. Success will be seen by the market shares captured within the market, the strategy is to break into the healthy energy drink market and carry the company to the top spot as the market leader in the healthy functional drink segment.
Coca-Cola:
The
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“FUEL” (For Unleashed Energy Levels) FUEL is a new futuristic beverage and line of products that uses an organic tablet similar to Alka-Seltzer tablets mixed with water. The tablet snaps into the top of the specially designed FUEL bottle, the bottle is then filled with water. The top is screwed on the bottle and shaken vigorously for 20 seconds to activate the tablet and the mixture begins. The FUEL product line will consist of organic energy drinks and organic meal replacement beverages. The FUEL line will offer a variety of different flavors such as Very Berry Cherry, Viscous Vanilla, and Mighty Mango Melon. FUEL will be marketed with the simple yet catchy slogan “FUEL up the natural way”. The specially designed FUEL bottle is a reusable container and will come in a 16 oz or 32 oz size. The price for a single 16oz FUEL bottle is $2.99 with two free tablets or $4.99 for a 32oz FUEL bottle with four free tablets. Additional flavored, energy, and meal replacement tablets will be sold separately with a price range of $2.99-$5.99.
Marketing:
Marketing is considered any activity designed to plan, price, promote and distribute ideas, goods and services to target markets. The primary goal or objective of marketing is to identify and satisfy, or exceed the changing needs of customers. Although marketing directly contributes to

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