Assignment 2 Due 11/9/18 Friday 4pm EST

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Running head: MARKETING PLAN AND SALES STRATEGY

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Running head: MARKETING PLAN AND SALES STRATEGY

Marketing Plan and Sales Strategy

Amy E. Guy

Dr. Andrea Banto

Business 599

November 11, 2018

MARKETING PLAN

The situation of the Existing Market

There exist different types and brands of beverages in Youngsville which are strong in their own way. Different types of people have different tastes of beverages they want which includes, but is not limited to the calorie levels and alcohol percentages whereas others are more sensitive about the side effects which might be caused by these beverages.

The current market situation in Youngsville, North Carolina is very competitive due to the existence of many giant non-alcoholic beverages companies which have colonized an enormous market share posing a threat to startups. These challenges elevate when these famous companies realize that a growing company has started to become a big competitor to them, hence channeling hefty resources to fight back.

Venturing into a market that is well established and full of giants such as is not an easy task. This will require the adoption of a well-founded marketing strategy that will enable us to maneuver through the unfair competition experienced in Youngsville.

Target market

The total population of Youngsville, North Carolina is 18,336. Our company is targeting consumers of ages above 10 (This is about 95% of the total population) who want a life full of health. Our brands will serve as a suitable substitute to the existing but much expensive beverages enriched with vitamins and refreshing taste containing calorie and costly energy. The average income per household in Youngsville is $61,104, hence we have made our products considering the different existing economic strength of the people. Engineered with an immense level of quality to promote a healthier living, our products appeal greatly to people who want to support and be part of our company.

Demographic Description

Age range: Any person above the age of 10.

Income Range: Persons with income above $ 1000.

Gender: Male, Female.

Social Class: Students, Working Class, Middle Class, Upper Class, Elite Class.

Lifestyle: Modern, Sports, Healthy Persons.

Competition Assessment

We are a non-alcoholic beverage production company, a much-crowded venture, so our major competitors are giant companies such as PepsiCo, Nestle and Coca-Cola Company. Other competitors include Red bull and Dr. Pepper Snapple. The existing giant companies have wide market shares which they guard jealously hence they will not allow any other product to pose a threat against their products hence they will dedicate their effort and resources in suffocating their competitors in the market (Porter & E, 1989).

We have made our products to affordable, a way to pull the market since the same companies that offer similar beverages are expensive. Through the exercise of high-level quality and hygiene we have gained trust from many of the customers in Youngsville hence being competitive in the market.

Many consumers consider bottled beverages to be chemically induced hence moving to what they term as “healthier” drinks such as organically produced foods (Young, R, & Nestle, 2002). Hence this will likely be a major future threat to us. Below is a table containing market distribution in the US of the major competitors.

competitor	% of total revenues	% of total units sold	the trend of market share( increasing or decreasing)
1. Coca-cola	42%	20%	decreasing
2. PepsiCo	27%	10%	decreasing
3. Dr. Pepper Snapple	17%	7%	increasing
4. Red bull	1.5%	3%	increasing

Over the years Coca-Cola has been leading in the market share with a total revenue of 42% (Bronnenberg, J, K, Dhar, & H, 2009). Its market share continues to decrease over time Following closely is PepsiCo Company that has been a major competitor to Coca-Cola Company through its production of related beverages that is much affordable and of more quantity compared to Coca-Cola’s at a total revenue of 27 %. Also, its market share continues to decrease yearly. Dr. Pepper and Red bull hold a total revenue of 17% and 1.5% respectively and their market shares have slightly increased compared to Coca-Cola and PepsiCo.

As according to our mission, Pure drinks company values the needs of every customer through the promotion of a healthier life and a great refreshing feeling left in every quench availed to the customer with a pocket-friendly price compared to the established companies selling the same product. Our different brands in our product line satisfy all the needs of our customers featuring a high level of quality and hygiene. This keeps our customer vibrant with energy besides boosting their immune level courtesy of vitamins that is a constituent in the product. Our product will no doubt be the best option for every customer that needs a refreshing feeling with a better taste.

Through our slogan “A Healthy Life for All” and our product design, that has so far yielded positive results, we aspire to bring the revolution into the beverage industry by bringing a sense of healthy living and experience of greater taste with our products.

Marketing Strategy (Vehicles)

Our product is a healthy drink which accommodates every class of consumers. Low price and quality product are the pillars of this product to establish in the existing competitive market. To enable the product to occupy most of the stores in the local shelves retailers and wholesalers are provided special offers to which should keep the product available for the ultimate consumers.

Since the current world we live in is internet based, our market strategy mostly relies on the many existing online platforms such as Social Media and websites. Facebook is the most commonly used and accessed hence most of our products are advertised in it and with our unique product design with the slogan, a number of promising customers have been won (Gerbaudo & Paolo, 2018). Other platforms are YouTube, and Instagram where we have kept our brand vibrant to capture a number of people since they spend a lot of time in Social Media.

As pure drinks company, we believe we believe in sticking to a good working marketing strategy which should never be changed until the companies goals are achieved.

References

Bronnenberg, J, B., K, S., Dhar, & H, J.-P. (2009). Brand history, geography, and the persistence of brand. Journal of Political Economy, 117(1), 87-115.

Gerbaudo, & Paolo. (2018). Tweets and the streets: Social media and contemporary activism. Pluto Press.

Porter, & E, M. (1989). How competitive forces shape strategy. In Readings in strategic management, 133-143.

Young, R, L., & Nestle, M. (2002). The contribution of expanding portion sizes to the US obesity epidemic. American journal of public health, 92(2), 246-249.