Operations, Technology, Management Plan (NAB) Happy Hype Beverage Drink

Assignment 1: Company Description and SWOT Analysis Kathy Hawk BUS 599 Strategic Management Dr. Sandra Bryant November 12, 2017

Section 1 Marketing Plan and Sales Strategy

Target Market

Mimi’s juice/drink is in the southern part of Georgia, in a town that is popular cause of the television and film industry filming programs such “In the Heat of Night” and Vampire Diaries to name a few. Covington is known as the “on location” town for tourist. Twenty five miles from Mimi’s juice drink is various spas, gyms fitness centers, bariatric offices, schools and hospitals that would take advantage of opportunity that Mimi’s juice drinks presents. Here’s a list of the various businesses:

24-7 Fit Body Tech Fitness

Jazzercise Covington YMCA

Workout Anytime CrossFit Conyers

CrossFit Unyielding Newton County Hospital

Snap Fitness Rockdale Hospital

LA Fitness Walmart

Subway McDonald’s

The Gym at Salem Fitness Forum

Vertical Image Personal Training It Figures Conyers

Curves Be the Change Fitness

Before and After Fitness Smoothie King

Definable: All the consumers targeted in this area are already healthy conscious somewhat. Mimi’s juice drink is a cross between juice and drink. Our intent is to offer a dink that taste good however but it does not have all the vitamins requires however it offers fresh fruits instead of processed fruits or no fruit at all. We are trying to capture the attention to staying fit or need to make a change in their lifestyles the drink.

Sizable: Small area covered currently however to be successful business needs to expand to make enough profit. Conyers, Covington, and Lithonia area to start. Eventually expanding to other parts of Georgia and other states.

Reachable: Product cost is reasonably priced to attract consumers, lower than the average healthy juice or vitamin water the lower cost of the dry powder or concentrated mix balances the cost of the fresh fruit.

Major Competitors

Mimi’s juice drink major competitors are competitors for various reasons. This drink is unique to the normal drinks that are sold in restaurants and fitness centers, is packaged and store on shelves, and shipped out by carriers. Mimi’s juice drink is custom order and neve red stored on shelves. Here are NAB that would be considered competitors:

Vitamin Water -

Tampico Juice

Kool-Aid Jammers

Sunny Delight

Tropicana Fruit Juices

Flavored Water

Smoothie

Demographic Information

Company’s Message

Mimi’s Juice objective is to be exciting and desired by children and adults. Mimi’s juices can be a drink or smoothie therefore it will immediate offer different drink options to give the consumer a chance for a different beverage made with almost all the same ingredients except milk or lactaid for the smoothie.

Products will be made in local warehouse. Sugar free powdered drink mix will be manufactured in our local warehouse

Drink mix offers a variety of flavors and fruit mixes customized by the consumer.

Consumers will receive the drink blended fresh by request. The consumer has the option to put whatever fruit they desire in their drinks and it will be made by order.

Mimi’s strategic position of convenience is based fresh made to order, option to choose what every fruit and whether to have it blended or not.

Target market -children and adults

The community involvement

Strengths -variety

Uniqueness

Instead of just advertising, Mimi’s juices will be holding different tasting sessions. We will hold meetings where the community if offered free tastes of the drink. We will have several tasting sessions in the areas where will put the product up for sale and ask the consumer for feedback before marketing the product. Iacobucci (2014) records that:

Marketing Vehicles

Mimi’s Juice will be distributed by local grocery stores, department stores, restaurants both fast or fine. Mimi’s juice will also be offered at the small wing shops, movie theaters, mall food courts etc.

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