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    Plans for a beverage manufacturer, senior center, and travel agency

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    Managing the total Marketing Effort

    An established beverage manufacturer is introducing a completely new product - flavored milk beverages. The target market is 6-12 years old.

    A senior citizen's center, located in a "collar community" of a large Northeastern (US) city.

    A travel agency is introducing "eco tourism" packages. The target market is 30-45 years old.

    1. Executive Summary
    2. Situation Analysis
    1. Target Markets (demographics, needs, trends, etc)
    2. Critical Analysis Considered (SWOT, Competitive, etc)
    3. Product(s) Defined (features, benefits, etc)
    4. Anything else you believe to be important
    3. Key Marketing Objectives (what are you trying to accomplish?)
    4. Strategic Initiatives
    1. Positioning
    2. Differentiation vs. Competition
    3. Pricing Strategy
    4. Distribution Strategy
    5. Tactical Plans
    1. Promotional Tactics to be Used
    2. Develop a creative execution of a print ad
    3. Develop a creative execution for a direct mail or e-mail campaign
    4. Timing
    5. General Thoughts on Budget (where will you spend money?)
    6. Anything else you believe to be important
    6. Other
    1. Keys to Winning
    2. Barriers to Success
    3. How will you measure results

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    Solution Preview

    An established beverage manufacturer is introducing a completely new product - flavored milk beverages. The target market is 6-12 years old.

    2. Situation Analysis
    The flavored milk beverage Milkos is targettted at 6-12 years old school going children and it fulfills their need to have a cold flavored filling tasty drink. The trend of the children away from flavored water based drinks opens up new opportunities for Milkos. This drink will be sold in bottles and through dispensers in schools and in grocery stores. The pricing of the bottle will be at par with carbonated drinks. Initially the drink will be in five flavors and each flavor will have a different distinct color.
    Our main strength lies in the fact that milk is perceived to be nutritious. The weakness is that many parents believe flavored milk to be fattening. The threat lies from nutrition specialists who may declare Milkos to be bad for children's health.
    3. Key Marketing Objectives (what are you trying to accomplish?)
    We are trying to establish a niche of at least 30% of the market for ourselves in the children's drink market, which is worth $56 million.
    4. Strategic Initiatives
    The positioning of the drink would be "healthy milk drink". To strengthen its positioning vitamins may be added and mentioned on the bottles and dispensers. The main differentiation is that milk is good for health and this differentiates it from carbonated drinks that are perceived to be unhealthy. The pricing strategy would be to keep its prices at par with carbonated drinks. The distribution would be at schools where bottles as well as dispensers would be installed. In addition, the bottles would also be available at grocery stores and at bargain stores.
    5. Tactical Plans
    Initially coupons would be distributed at schools that would get them a free drink from the dispenser. The creative execution would incorporate a Walt Disney character that would attract children. The launching would take place when the new term starts at school after the holidays.
    6. Other
    The keys to winning would be the timing, the execution of the plan and the quality of the product. The barriers to success would include the tendency of the milk to sour in the machines and the propaganda that milk consumption was fattening for children. The results would be measured by the degree to ...

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    "This senior citizen's center would be located in an area that would be perceived as "Collar" community and would meet the needs of the potential customers to be perceived as "well off" and not discarded members of the society. The strengths would lie in the..."