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    Marketing Plan: New Sports Drink

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    How would a company market a new sports drink that is in a container that will keep it cool for up to 6 hours?

    © BrainMass Inc. brainmass.com March 4, 2021, 11:54 pm ad1c9bdddf

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    The issues at hand include: marketing a new product; the product to be marketed is a sports drink; and the packaging is one-of-a-kind: the sports drink can remain cool for up to six hours.

    In developing a marketing strategy for this product, this reporter would adopt the outline made by Kotler (2006) as indicated in the following discussions:

    1.) Mission:
    The company mission may be to provide customers with a sports drink that is specially packed to retain its refreshing effect.

    2.) Marketing Objectives:
    To realize its mission, the company would have the following specific objectives:

    -To capture a market share of not less than 10% during the initial year and at least 1% annual increase thereafter.
    -To be known as the first sports drink in such a valued packaging.
    -To offer satisfaction beyond customers' expectations.

    3.) Financial Objective:

    -To earn at least 10% ...

    Solution Summary

    How a company would market a new sports drink that is in a container that will keep it cool for up to 6 hours is determined.