13 AUG 17
Introduction
This paper is a marketing plan and sales strategy of Athletic Quench Company, an upcoming company dealing in sports-based non-alcoholic aerated or carbonated drinks. Products manufactured and sold by Athletic Quench Company include sodas of different flavors and squashes. The objective of the company is to provide sports-based non-alcoholic aerated or carbonated drinks in order to cater for the targeted market which consist of professional sportsmen. In addition, the company’s marketing plan and sales strategy also focuses on including health conscious individuals and non-sportsmen gymnasium-enthusiast people. Therefore, the company's target customers are sportsmen, gymnasium enthusiast, and health conscious people (Kotler & Keller, 2016).
Target Market
The objective of the Athletic Quench Company is to provide sports-based non-alcoholic aerated or carbonated drinks in order to cater for the targeted market which consist of professional sportsmen. In addition, the company’s marketing plan and sales strategy also focuses on including health conscious individuals and non-sportsmen gymnasium-enthusiast people. In the first place, the company’s mission to provide sports-based non-alcoholic drinks was driven by the many contradictions that arise when sportsmen are charged with doping substances that they cannot contemplate when or how they consumed them. Secondly, there is lack of sports-based non-alcoholic products or facility in the local area.
In the first place, the company's target customers are sportsmen, gymnasium enthusiast, and health conscious people. Evaluating the surrounding local area, there are a lot of people from all ages and races that are aspiring sportsmen and health conscious. In addition, gender, education level and income does not impact on product assimilation. Therefore, the company resolved to target all people in the market despite their age, race, gender, income, and education level.
Thus, the target market is being reached through various supply chain techniques. For instance, the company has been subjected with a readily available market among the school-based sports programs. Most schools from the local area have contracted the company to provide them with sports-based non-alcoholic drinks in order to protect their professional-aspiring sportsmen from destructive stimulant-based non-alcoholic drinks. In addition, the multiple stores, groceries, and hypermarkets are supplied with adequate products in order to reach the product-enthusiast consumers in the local area.
Company’s Market Competition
Athletic Quench Company’s market competition is not that adverse considering that targeted market segment is not widely featured by other non-alcoholic beverage makers. In the first place, non-alcoholic drink makers are very many and the market segment is widely invested. Companies that deal in these products are improvising all sort of marketing and sales strategies in order to out-do each other. They include competition determining factors such as promotional strategies, price wars, quality, and product presence. However, the strategy been used at Athletic Quench Company is very different from other non-alcoholic product makers because the company’s objective is to create a product that rarely exist in the market.
Generally, non-alcoholic product makers have been manufacturing similar products under different brand names. However, Athletic Quench Company has sought a very different manufacturing concept in their products. In the first place, the company’s mission to provide sports-based non-alcoholic drinks was driven by the many contradictions that arise when sportsmen are charged with doping substances that they cannot contemplate when or how they consumed them. Secondly, there is lack of sports-based non-alcoholic products or facility in the local area.
These first aspect of providing sports-based non-alcoholic aerated or carbonated drinks in order to cater for the targeted market which consist of professional sportsmen helps the company to ward off competition from other non-alcoholic product makers. It differentiates it products from the other products made by competitors. Secondly, the lack of sports-based non-alcoholic products or facility in the local area and nearby states provide Athletic Quench Company with an upper hand and consolidate it market base. In addition, research and development units in the company has enabled the company to be among the first in providing quality products as well as to accumulate a loyal customer base (Kotler & Keller, 2016).
Company’s Message
The company’s message that is being targeted is built according to an approach that resonates with the instituted marketing vehicles as well as to the company’s primary agenda. The high-impact company’s message strategy is built around the following five f-words which include focus on goals and objectives, flavor or the secret behind the ingredients of each product, and foresight. In addition, other relevant information is in regard of flexibility and fun, and of which flexibility involves rapid and concrete changes while fun involves ensuring that the product is assimilated through social-oriented concepts such as free promotional activities or competition.
Marketing Vehicles
The company plan to use multiple marketing vehicles and approaches such as implementing a meaningful supply chain to its authorized distributors and which include promotional components and combined online marketing tactics as well as collaborative strategies with other sports-based organizations such as different sports federations. Basically, the company aspirations is to create a total presence of its products to its loyal customers as well as to attract as many as possible consumers (Roering, 2016).
The essence of implementing a viable supply chain across all authorized distributors support the company in ensuring that the targeted or acquired customer base access the needed products and secondly, the supply chain is able to distribute the promotional products such as product banners and signage. In addition, nowadays, the production of counterfeit products has widely increased especially in countries such as China and India, and it is likely that the upsurge of the company’s sales can result in widespread manufacturing of counterfeit products. Thus, maintaining supply chain protocol mechanisms such as authorizing specific resellers is a key to containing counterfeits.
Secondly, online marketing tactics such as social media creates an awesome means of ensuring product awareness in every corner of the targeted market at low cost as well as at widespread range. Lastly, collaborative strategies with other sports-based organizations such as different sports federations or organizations such as boxing or soccer federations as well as institutions such as Nike which are ample means of sensitizing sportsmen on the benefits of consuming Athletic Quench Company’s products.
Conclusion
In conclusion, the company’s marketing plan and sales strategy is driven by the company’s market target and objectives as well as product segmentation and future goals. The implementation meaningful supply chains to its authorized distributors helps to reach and provide the market base with the required products. Secondly, online marketing tactics support in creating an interactive loyal market base and which is key to attracting other viable consumers through inexpensive sharing of vital information. Lastly, collaborative marketing strategies with other sports-based organizations such as different sports federations entirely support the company in growth and development strategies. For instance, Olympics competitions are very influential and can drive the marketing plan and sales strategy to another level.
References
Kotler, P., & Keller, K. L. (2016). Marketing management.
Fliehman, D. G., & CreateSpace Independent Publishing Platform,. (2016). Make success happen: Seven steps to developing a marketing plan.
Travel Alberta, (2016). Strategy: Our business and marketing plan.
Avery, J. (2016). Advertising campaign planning: Developing an advertising-based marketing plan. Irvine, CA: Melvin & Leigh, Publishers.
Roering, D. (2016). Marketing plan.
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