Management Research Project & Presentation - Case Study Example

To devise the marketing strategy, data on the population and obesity in the UK was collected. This was done through the existing statistics available and it was found that obesity is very common among the 16-55 age groups of both sexes. The population also includes migrant communities and hence the marketing strategy would have to take into account the culture. The marketing mix and the marketing communication mix have been developed for the marketing of EnergyPlus and evaluation measures have been suggested.

Timeline and resources have been identified.Obesity is a growing concern in the UK where more than half the adults are heavier than recommended. About two in every five adults in the UK are overweight and a further one in five is obese. The number of obese people among young adults is on the rise. In 2006, 24 percent of the adults in England were classified as obese which is an overall increase of 15% from 1993. While the benefits of losing weight are well known, the causes of gaining weight have been studied.

The quality of food and drinks consumed by the people is the primary reason for overweight. Sedentary lifestyle becomes a way of life when obese people are unable to visit gyms due to lack of energy. People recognize this fact and are striving to change their diet and way of life. People are keen to include daily exercises and workouts as a part of their daily routine. In addition, the health and energy drinks market is growing as a result of a busy lifestyle and health concerns.ABC Ltd has launched a new energy drink - EnergyPlus– a gourmet coffee, which gives an energy boost prior to an exercise session.

This drink contains vital ingredients including green tea extracts which assist in the burning of body fat.