Marketing Plan of a Soft Drink

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Marketing plan of a soft drink

Introduction

An organization's goals can be achieved with the help of a well thought out and researched marketing plan. The plan gives a broad view of the marketing activities that need to be implemented for sustainability and income generation. It also gives a unified direction to follow for everyone in the organization (www.azot.gov.com).

With more than 23% of the global volume share, United States of America accounts for the largest soft drink market (www.spelmanresearch.com). Hence, for this assignment, the marketing plan of a soft drink will be developed. The fictitious name of the soft drink is Dark Cola, which is a product of the fictitious company Heizzner Private Limited and will be referred throughout by these names.

Hypothetically, Heizzner Private Limited is a reputed snacks manufacturing company with a considerable share of the market. It has tapped into the beverage market for the first time with its new soft drink Dark Cola. The drink has less sugar content than other carbonated drinks in the market.

Discussion

The Soft Drink Industry of USA

Over the years, the soft drink industry of the US has experienced steady growth in terms of size, sales, value and volume. When it comes to profits, the industry is estimated to experience great figures in the years to come (Deichert et. al. 2006). The soft drink business is one that is set on high volume, low margin principles and targets to increase per capita consumption. Heavy users are of most value to the soft drink industries of USA since these consumers bring in the most profits (Anderson, 2011).

Organizational Strengths

Apart from the fact that there's a huge market for soft drinks in America, the following internal factors also contribute in making Dark Cola a successful product:

There is an existing consumer base for the product that trust and recognize the manufacturing company.

The low syrup, bottling and flavoring costs result in an overall low manufacturing cost of the product.

There is a well-established distribution network for the product.

Product has the support of a strong financial backup.

Effective promotion and heavy advertising for the latest product will ensure brand recognition.

Organizational Weaknesses

The internal factors that might hinder the company's attempt in achieving its goals are listed below:

There is no recognition of the brand amongst the consumer base yet.

Major vendors and stores practice volume buying with existing soft drink companies which results in low component costs. This is not possible for a new product.

The consumer base may not accept the idea of a snacks manufacturing company to produce a beverage successfully.

Environmental Opportunities

Some external factors can contribute to good sales and profit figures for Dark Cola. These include:

There is a strong basis for consumption amongst the target market set by big names in the industry like Pepsi and Coca Cola.

Once Dark Cola is successful, Heizzner Private Limited can explore wider product ranges such as energy drinks or diet drinks.

Consumers are becoming more diet and health conscious so they will prefer a low sugar content ...