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Copy of Marketing in Practice First Draft

MIP 12-01-12
by

Adam Lock

on 2 October 2014

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Transcript of Copy of Marketing in Practice First Draft

Chosen Market
Kids Drinks
Health Conscious Parents
ABC1'S
Brief Concept Market
Health Conscious
Body Image
Perceptual Map
Market Analysis
Mintel Report
Fruit Juice, Juice Drinks and Smoothies report from November 2012
Attitudes
Market Share Percentage by Value
PESTLE Analysis
Political
Economic
Socio-Cultural
Legal
Environmental
Technological
Market Segmentation
Healthy Drinks
Kids
2 of the 5-a-Day
Health Conscious Parents
Perceptual Map
Competition
Threats
Recession
Competition
Power of Buyers
Opportunities
Health Conscious Society
Recession
Expansion
Possibilities
Range of Stockists
Tax Policy
Labour Law
Environmental Law
Trade Restrictions
Tariffs
Political Stability
Economic Growth
Interest Rates
Exchange Rates
Inflation Rate
Health Consciousness
Population Growth Rate
Age
Gender Distribution
Emphasis on Food/Drink Safety
Research and Development Activity
Automation
Technology Incentives
Rate of Technological Change
Discrimination
Consumer
Antitrust
Employment
Health and Safety Law
Fairtrade
Environmental Law
Recyclable Materials
Carbon Footprint
Product Development Brief
Opportunities
Non-alcoholic Drinks Market
Childrens Healthy Fruit Based Drink
Niche found from Perceptual Mapping
Premium, High Quality Juice Drink
Objectives
Healthy drink including one or more of your 5 a day
Attractive to kids
Benefits attractive to parents
Value for money for a premium priced product
Competition for products such as Fruit Shoot
Similar price to current premium products
Supplied to high quality stockists to convey quality of product
Target Market
ABC1 Parents
Young Children (3-8)
Families - Multipacks
Mintel Report
November 2012
50% of sales from 'own-brand'
Low price not an option
Pricing Strategy
Rapid Skimming
Similar price to current premium products
RRP - around 30p per 100ml
How do we make children want the drink?
Character Logo
Fun, Happy, Cool Character
Role Model For Kids
Taste of Drink
Packaging
How do we make parents want to buy it?
Health Focused
Natural Ingredients
Value for Money
Multipack
Product Positioning
Target Market
Perceptual Map
Premium Product
Stockists
High Quality Supermarkets
Convenience Stores
Online Sales
Wholesalers
Pricing
RRP
Rapid Skimming
Penetration Pricing
High Quality Ingredients
High Promotional Costs
High Price
High Profit Margin
High Cost = High Return
Branding
Children's Juice Drinks
Character Promotes Active Lifestyle
Customer Perceives High Quality Brand
Potential Range of Flavours Would Reflect Brand
Benefits to Consumer
Supports Healthy Living
Tasty
Beneficial Addition to Diet
Refreshment
Convenient Size
Not Overly Expensive
Remains High Quality
Packaging
300ml Bottle
'No-Mess' Sports Cap
Bouncy Berry Themed Packaging
Patents and Trademarks
Brand Icon
Brightly Coloured Labels
Dan Limb - 11014327
Adam Lock - 11016932
Tom Longstaff - 11010476
Josh Wiltshire - 11028170

Marketing In Practice
We welcome any questions
The Drink
Ingredients
2 of your 5 a day
Clear, Purple Liquid
No bits
Fast Food Chains
Full transcript