Executive Summary
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
It has been found that the company should target the market aged 18 to 44, married, living in urban China, and purchasing for personal use. In order to address and leverage the current internal and external situation, the recommended marketing communications objectives have been set as follows:
1. Increase awareness of the brand name to 50% of the target market
2. Increase
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According to an article in China Daily(2006), sales of adult soft drinks increased by 47% in 2006. This shows that there is an increasing market for ‘adult’ soft drinks.
Internal factors are also evaluated in the SWOT analysis. Analysis of this company has revealed two major strengths and one major weakness. The strengths are a devotion to customer service, and the design and innovativeness of the products. Customer service is something that is still at a basic level in China in terms of building relationships with new customers. This company offers outstanding after sales service, with teams located in every major Chinese city who are available 7 days a week and after hours on weekdays. This level of after sales service is not common among drink manufacturers in China. The company also has a follow-up strategy that includes phone calls and emails to new customers giving them the chance to open dialogues with the firm.
The other strength, the design and innovativeness of the products, is more tangible. This company produces only adult soft drinks and is therefore able to allocate more time and resources to improving only one line of product, unlike other soft drink manufacturers. The look of the adult soft drinks in this company’s range is modern, using metallic colours on slim bottles, rather than the traditional images of
This case describes the various aspects of carbonated soft drink industry and the focuses on Squirt’s annual advertising and promotion plan in 2001. Squirt is a brand under the Dr Pepper/Seven Up, inc. The brand manager was concerned about the market targeting and product positioning and consulted advertising agency, Foote, Cone & Belding. The case also focuses on the entire industry structure and the marketing techniques used by the various leading companies so the Squirt’s annual advertising and promotion plan can be successful, and proper techniques to be used to target the growing Hispanic community in the markets where Squirt was popular. . The main aspect for the marketing planning for the brand, Squirt, is to focus on
Perreault, William D., Joseph P. Cannon, and E. Jerome McCarthy. Basic Marketing: A Marketing Strategy Planning Approach. 19th ed. N.p.: McGraw Hill, n.d. Print.
The importance of developing an integrated marketing communications plan has become even more important in the modern era. With so many different touch points, or ways that a prospect can experience a company 's message or advertisement, it is important that the message be clear and consistent (Business Training Schools, 2011). Developing the proper lines of communication, especially with a new product is vital to a company. In this paper Team C will evaluate factors involved in developing and managing an effective marketing communications plan. We will also discuss advertising and promotion programs. Technology trends available to help market the product is
The second part will present the SWOT analysis based on internal and external environment. The last section is to set the marketing objectives for developing the marketing strategies.
Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.
AUFGC © one of the biggest petrochemical companies in middle east , this is why I have chosen this company for my work in CIM503 – Professional Communications Strategies. I am interested in this company because I have been working in this company since 2009 , I’m sure after this course I will be able to improve the marketing services. At this course I’ve worked on creating a series of coordinated marketing communication documents for this exercise. The promotional campaign contained within is my idea and does not exist in reality.
Strengths – The soft drinks were made with 30% real juice, which is more appealing to consumers who want natural flavours. The products were healthy and contain real fruit juices. Although the company had a small market share, their sales increased steadily over the years.
Products or services need to be bought. Without marketing, this is generally not going to happen. Marketing is a planned set of phases, either simple or complex, or in between. Marketing plans include an overview, mission statement, SWOT analysis, marketing objectives and strategies, and, lastly, implementation, evaluation, and control. This is the exploration of such a marketing plan for a new product line of a non-alcoholic craft beer, “Mountain Brew Review” (MBR), created under the umbrella of parent company, Molson Coors (MC).
2005 study found that the total market value of soft drinks was calculated to be $307.2 billion in 2004 was predicted to rise. The forecast showed that the market value will reach $367.1 billion in 2009 (Agriculture and Agri-Food Canada, 2017). The soft drink volume was 325,367.2 million liters in
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.
In an industry dominated by two heavyweight contenders, Coke and Pepsi, in fact, between 1996 and 2004 per capita consumption of carbonated soft drinks (CSD) remained between 52 to 54 gallons per year. Consumption grew by an average of 3% per year over the next three decades. Fueling this growth were the increasing availability of CSD, the introduction of diet and flavored varieties, and brand extensions. There is couple of reasons why the industry is so profitable such as market share, availability and diversity and brand name and world class marketing.
Situation Analysis: Soft drinks are a multibillion dollar global commodity in the 21st century Coke alone produces over 400 brands in 250 countries, serving an average of 1.5 billion servings of some type of beverage per day (Warner, 2005). However, in the last decade or so, soft drink sales
This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis,
This paper will describe the details of a fictitious company and provided its background and will develop a marketing plan with a focus on segmenting and positioning its product and service. Thirdly, this paper will determine and decide upon at least one (1) foreign market for the product and service.; identify the marketing segment for the product and provide a rationale for this segment and discuss the target market and provide a rationale for this target market. Also, it will perform a SWOT analysis (strengths, weakness, opportunities, and threats) for the
Evio is the new product by Coca-Cola, which maintains the good taste of diet coke, and meanwhile, provides great energy for the consumers. Especially, Evio contains much less calories and sugar than diet coke. The new product is especially targeted at young consumers aged 25-40, who pursues a healthy and energetic lifestyle. Evio will be offered in several key markets like the US, Australia and China. In the recent years, the major cause for Coca-Cola’s market decline was that people pay attention to importance of health and turned to healthier drinks with fewer calories (Kell n. pag.). Therefore, Coca-Cola is likely to benefit from Evio in three aspects. First, Evio will update consumers’ understanding of Coke.