for Kim Woods

Marketing Plan and Sales Strategy

Introduction

Effective marketing of beverage products starts with a well-informed marketing strategy. An excellent marketing strategy aids the company to define its vision, mission, and goals. It also sketches the steps needed for the company to achieve these aims. A marketing plan sets out how the company puts its marketing strategy into practice. The marketing plan makes sure that everyone in the organization knows what to do to achieve the business's goals. This paper will look at the target market, market competition and the market vehicles of "Just say No" company.

Target market

Types of Consumers

Our target market is the youth aging from16 years to 28 years. Teens and young adults drink more soft drinks than any other age groups. According to Bailey (2014), there are 77 million youths, representing 24% of the US population. Millennials make broad use of social media and have more product awareness. Just say No is focusing its marketing strategies on this significant demographic group. Other target groups include men. Men drink more soft drinks than females on a daily basis (Marketing Expert Journal, 2014).

Just say No is also targeting the Hispanic community. This community has the fastest growing populations in the U.S. Hispanics include people of Mexican, Cuban, Puerto Rican, Central or Southern American background. Individuals of other Spanish cultures or origins, irrespective of race, are also well-thought-out to be Hispanic. Bailey (2004) approximates that by 2020, Hispanics will have $1.5 trillion in buying power of beverages, reflecting a substantial 50% rise from 2015(Bailey, 2014)

Demographic Information of the Company

Soft drinks create a major part of the beverage industry in the U.S. The product will be sold to various licensed bottlers in the markets that buy its syrup concentrate. There are over 30 licensed bottlers in the US. The bottlers will then carbonate the drink, and package the product in containers then distribute it to wholesalers and retailers. Countless retailer shops sell nonalcoholic beverages all across the U.S. These include supermarkets, restaurants, food and drink outlets and many more retail stores (Bailey, 2014).

Consumption Expenditure

The rising population and increase in the middle class, mostly in developing markets, are key growth drivers for beverage companies. Researchers estimate that the middle class across the world will include 1.5 billion homes by 2020, a 30% increase over 2012.The Bureau of Economic Analysis (or BEA) issues the private income and expenditure monthly reports that show an increase in individuals' personal assets, reserves, and expenses.US beverage consumption spending accounts for a quarter of the country's gross domestic product (or GDP). The US real individual consumption outlay for beverages is on an inflation-adjusted basis (Bailey, 2014).

The Company's Market Competition

The major competition comes from Coca-Cola and PepsiCo which have controlled the non-alcoholic beverage industry for years. Coca-Cola is the world's biggest non-alcoholic beverage industry with more than 500 brands. PepsiCo has leading products in its snack foods and beverage collection, as well as 22 brands that produce more than a billion dollars each. According to Beverage Digest, the companies have a joint share of about 72% of the US beverage market share. They both have an extensive demographic existence in more than 200 countries. Other competitors include Monster Beverage Corporation and Mondelez International (LLamasaoft, 2015).

To beat this competition, we will invest in innovation, marketing, advertising and strengthening our distribution network. Just say No is looking for growth beyond established markets like the US, where the spread of nonalcoholic beverages has got to a saturation point. We are also searching for strategic deals to increase product portfolios and strengthen our distribution networks. These unions will help “Just say No” to offset the deteriorating demand for non-alcoholic soft drinks.

Our Plan to Be Different From the Competition

Every business experiences competition. Non-alcoholic beverage market is a very crowded industry; emerging companies are prone to competition. We will use the supply chain modeling skill to diminish cost and risk and power out of the contest. Supply chain and transport network strategy have enabled international food and beverage companies to perfect, enhance and put on the supply chain and transport network operations and right-size account levels, resulting in significant improvements in the budget, provision, sustainability and risk moderation.(LLamasaoft, 2015).

The Company's Message

The Company's message is to "Drink Health." This is a health slogan that encourages people to drink healthy and stay in shape. After all, we only have one life so we should take good care of it. The biggest wealth is health. Money that buys health can certainly not be ill-spent. You cannot delight in your riches if you are not in good health. Our products are made of Cannabis oil is the concentrated, distilled form of the plant marijuana. Just Say No produces organic beverages that could potentially save lives without the harmful side effects caused by prescription medication. It is our belief at "Just Say No" that anything that grows naturally on the earth plays a vital role in our health. The flavorful taste of the organic juices will make consumption of the cannabis oil easier, and customers will enjoy the refreshing taste of the beverages while ingesting their medication at the same time.

Our Marketing Vehicles

Our marketing vehicles will be through the media and creating brand awareness by participating in donations events and sponsoring sports teams. We will build a website that includes information about our product, ingredient information, where it can be found and contact information. We will create fan pages on websites, such as Facebook, Twitter, and Instagram to market our new drink online. We will be posting interesting information about our drink product and amusing stories to continually draw interest from customers. (Jones, 2016).

Just say No will also create a direct mail marketing movement to send targeted customers information and coupons. We will also create postcards and fliers that include necessary information, the company message "Drink Health" and a picture of the product. We will purchase a mailing inventory of those that fit our target market from a reliable marketing company. Also, we will start a charitable organization that will organize events all through the year, such as a summer barbecue sports, and sponsor teams in sports. Banners will be printed and hand in sponsorship area to further advertise the product (Jones, 2016).

Red Bull has prospered in using these marketing vehicles. An umbrella for Red Bull's huge print, online, television and feature film production, employs over 135 people, rendering to its LinkedIn profile. Red Bull has a Facebook page and a sports magazine, with transmission comparable to Sports Illustrated. It also owns an in-house record label. Speeding across the media world are scraps from the Red Bull Content Pool that have a lot of fun images and videos that give interesting information about the product (O'Brien, 2012).

Conclusion

The market system plays a vital role in defining how the company's trend will influence the beverage industry. With numerous drink products on the market, it is essential to employ as many marketing ways as possible to reach the target markets. For "Just Say No" Branding, publicizing and event promotion are the components of its successful marketing campaign. Through advertising and commercialization, Just say No educates, attracts and compel customers to buy its product.

Marketing Budget Worksheet

STAFF SERVICES	NOV	DEC	JAN	FEB	MARCH	APR	MAY	JUN	JLY	AUG	SEPT	OCT	TOTAL
Salaries	$1,000	$1,000	$1,000	$1,000	$1,000	$1,000	$1,500	$1,500	$1,500	$1,500	$1,500	1500	$15,000
Benefits	$200	$200	$200	$200	$200	$200	$400	$400	$400	$400	$400	400	$3,600
SUBTOTALS	$1,200	$1,200	$1,200	$1,200	$1,200	$1,900	$1,900	$1,900	$1,900	$1,900	1900	$18,600
	NOV	DEC	JAN	FEB	MARCH	APR	MAY	JUN	JULY	AUG	SEPT	OCT	TOTAL
BRAND
Business cards	$300	$0	$0	$0	$0	$0	$0	$0	$0	$0	0	$300
Presentation folders	$300	$0	$0	$0	$0	$0	$0	$0	$0	$0	0	$300
SUBTOTALS	$600	$0	$0	$0	$0	$0	$0	$0	$0	$0	0	$600
	NOV	DEC	JAN	FEB	MARCH	APR	MAY	JUN	JULY	AUG	SEPT	OCT	TOTAL
MARKETING MATERIALS
Whitepaper	$50	$0	$50	$0	$0	$50	$0	$0	$50	$0	0	$200
Brochures	$0	$500	$0	$0	$0	$0	$0	$0	$0	$0	0	$500
Banners		$0	$300	$0	$0	$0	$300	$0	$0	$300	$0	0	$900
SUBTOTALS	$50	$800	$50	$0	$0	$350	$0	$0	$350	$0	0	$1,600
WEBSITE	NOV	DEC	JAN	FEB	MARCH	APR	MAY	JUN	JULY	AUG	SEPT	OCT	TOTAL
Hosting		$50	$50	$50	$50	$50	$50	$50	$50	$50	$50	50	$600
Design		$0	$5,000	$0	$0	$0	$0	$0	$0	$0	$0	0	$5,000
SUBTOTALS	$50	$5,050	$50	$50	$50	$50	$50	$50	$50	$50	50	$5,600
PROMOTIONNOV	DEC	JAN	FEB	MARCH	APR	MAY	JUN	JULY	AUG	SEPT	OCT	TOTAL
Advertising	$5,000	$0	$0	$5,000	$0	$0	$5,000	$0	$0	$5,000	0	$20,000
Events		$0	$0	$0	$1,000	$0	$0	$1,000	$0	$0	$0	0	$2,000
Direct Mail	200	$0	200	$0	200	$0	$200	$0	200	$0	200	$1,200
Social Media	500	$0	500	$0	500	$0	$500	$0	500	$0	500	$3,000
SUBTOTALS	5700	$0	700	$6,000	700	$0	$6,700	$0	$700	$5,000	700	$26,200
ANNUAL TOTAL												$52,600

References

Bailey, S. (2014). A guide to the non-alcoholic beverage industry. In S. Bailey, Investor insights on the non-alcoholic beverage industry (p. 34). Market Realist.

Jones, J. (2016). How to Market a New Drink Product. Small Business Journal, 12.

LLamasaoft. (2015, February 11). Nine Ways Food and Beverage Companies Can Use Supply Chain Design to Drive Competitive Advantage. Retrieved from LLamasaoft: http://www.llamasoft.com/nine-ways-food-and-beverage-companies-can-use-supply-chain-design-to-drive-competitive-advantage/

Marketing Expert Journal. (2014). 23 Noteworthy Soft Drink Consumption Statistics. Marketing Expert Journal, 23. Retrieved from http://brandongaille.com/23-noteworthy-soft-drink-consumption-statistics/

O'Brien, J. (2012, March 23). How Red Bull Takes Content Marketing to the Extreme. Retrieved from Mashable: http://mashable.com/2012/12/19/red-bull-content-marketing/#LmoYTDYzmkqM