We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing Challenges : Developing a new soft drink for teenagers - Essay Example

Comments (0)
Introduction Following the BMA report published in 2009, teenage alcohol abuse has been acknowledged as a major concern in the UK. One of the ways suggested to deal with the crisis is by making soft drinks acceptable by teenagers. The introduction of a new soft drink in the market will be faced by many challenges including harsh reception by competitors (State University.com 2009)…
Download full paper

Extract of sample
Marketing Challenges : Developing a new soft drink for teenagers

Download file to see previous pages... This report analyses the introduction of a new soft drink in the light of increased alcohol consumption in the UK. It outlines important aspects the company should consider while developing the new product including target market, marketing mix among other promotional elements. Target market Any given product in a market cannot appeal to everyone. There are different levels of income, desires, tastes and lifestyles the target market (Kotler and Keller 2006). After establishing market segments, the company has to position itself through product differentiation as explained by Kotler and Keller (2003). The target market for the new soft drinks is teenagers and an in-depth study should be conducted to establish their buying trends, desires and tastes. Teenagers remain loyal to a specific brand based on a number of reasons. They are perceived to be an influential market segment since they set the trend for the market in totality (Doeller 2010). The purchasing decisions made by teenagers are affected by the knowledge and alternatives in the market. They mainly purchase products that are ‘cool’ since they want to appear trendy. The packaging, marketing and advertising should consider ‘cool’ aspect which can capture trendy, young and fashionable effects. Teenagers tend to purchase image-based brands contrasting to other factors including price as suggested by Doeller (2010). Their income level is low and they spend it to purchase comparatively few soft drinks. They form a primary market for the purchase of disposable goods including soft drinks. This leads to the conclusion that image branding is an important aspect while introducing the new soft drink. Teenagers are more image conscious than other segments in the market. The development of the new soft drink should acknowledge that teenagers are the future consumers and their preference remains deep-seated into their adulthood. The marketing should take their tastes into consideration hence they establish repeat consumption and increase loyalty. Teenagers are known to establish a trend of choices influencing their peers and families on brand selection (Doeller 2010). The marketing strategy should take these into account while developing the new soft drink brand. The marketing strategy should also target other audiences including school going children, the youth and parents. Children are the future teenagers and it can be observed that they make up a substantial part of the global economic system (Dransfield, Richards and Dooley 2004). This segment also influences purchasing decisions made by their families. Parents are influenced by their children’s choices and this can change their purchasing preferences. The other considerations of the target market should include demographics (people aged between 16 and 29), psychographics (people who are tired and stressed) and behaviour (young professionals who need to maintain high levels of energy). These groups of people are potential markets for the soft drink and they should be considered in the marketing strategy. Marketing Mix – product, price and place elements The marketing policies and decisions can be classified into four categories which are product, place, price and promotion. The discussion below gives a snap shot of how the management decisions will be implemented to make the new soft drink ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
Energy drink marketing
The current research has been articulated by concentrating upon the proficiency and capabilities caused by consuming energy drinks and the characteristics that professionals seek in a perfect energy diet. The universe for the present research was comprised of the employers, employees, self-employed and workers of London City.
21 Pages(5250 words)Essay
Technical Assessment: Soft Drink Manufacturing
Technical Assessment: Soft Drink Manufacturing. The basic concepts of soft drink manufacturing are the issues of primary concern for the majority of manufacturers. This fact can be explained by a rapid growth of ‘sensitive products’ development and a desire of manufacturers to provide the most perfect product quality.
9 Pages(2250 words)Essay
It will also focus on comparing the perfect market with monopolistic market and the assumptions related to such market i.e. number of firms in the market, types of products offered by each firm, entry and exit to the industry and firm’s influence over price.
5 Pages(1250 words)Essay
Challenges in developing new Products in a Global Economy
Products and services launched today are no longer restricted by geographical boundaries and are meant for global consumers. One challenge in doing so is to make sure that everything is culturally neutral and no specific cultural values are violated. Firms launching new products in a global economy should keep in mind that their target market is not one specific market but the entire globe and therefore should paint a global message.
5 Pages(1250 words)Essay
Soft Drink Industry Analysis
So analysis of the situations is quite important in greater functioning of the firm. This is can be supplemented with idea of profitability of the business venture. To understand the functioning of the firm with respect to market trends and analysis, industry analysis is very important and critical.
6 Pages(1500 words)Essay
Soft drink companies: web site evaluation
Firms are no longer limited to the 30 or 60 second spots on television or radio, but can now offer a vast array of information to their customer base. They can be informative, promoting, or just for fun. Coca-cola, Pepsi, and Fanta each have web sites that reflect their own individual character and culture.
2 Pages(500 words)Essay
MARKETING: ethical challenges marketers face when developing an IMC campaign
ed by financial departments and production department uses it to finally reach into the hands of the consumer who is the end user or the product or services. Marketing Ethics deals with the moral principles and regulation of marketing activities existing within the organization.
5 Pages(1250 words)Essay
: Marketing Challenges Developing a new board game
Wide varieties of board games are played across the world today. This paper will discuss the specific factors within the current external environment that must be considered prior to the development of a new
4 Pages(1000 words)Essay
An outline marketing plan for the next year for Atlantic Quench 303
According to Mintel (2014), the value sales of fruit juice, juice drinks and smoothies market increased by about 5.6% from 2009 to 2014. However influenced by the negative press of high sugar content and leading to obesity, the market value of fruit juice is
14 Pages(3500 words)Essay
An outline marketing plan for the next year for Atlantic Quench 092
As per 2010 statistics, a total of 151 companies in the United States Soft Drink industry manufactured flavoring syrup concentrates,
12 Pages(3000 words)Essay
Let us find you another Essay on topic Marketing Challenges : Developing a new soft drink for teenagers for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us