Kooler Refresh Marketing Plan Analysis - PowerPoint Presentation Example

? Slide Industry/Category Analysis The diverse consumer groups who have strived to apply the consumption of leading products have supported the soft drink industry. The industry is composed of companies that strive to deliver desired products to consumers who have fluctuating tastes. Currently, Coca-Cola and Pepsi have commercialized their brand to establish a larger market share due to unique brand flavor and advertising campaigns. Kooler refresh seeks to enter the market that sees Coca-Cola having a 42.8% market share and Pepsi 31% as the leading competitors on the American market. The consumption of the beverages has been threatened by health concerns with the need to introduce more healthy brands. The research in the American market suggests that the consumption level is affected by an increased 63% of the population preferring nutritious drinks as compared to the established brands. The leading products have ventured to include production of bottled water for consumers to utilize as alternative products. Slide 2: Competitive Analysis The leading competitor expected in the market would be the Coca-Cola Company with a leading market share of 42.8%. This has been due to powerful and precise advertisement measures and introduction of unique brands preferred by the consumers. With the strategy to introduce the, rich juicy, flavors in mango, orange and strawberry, Kooler Refresh is expected to gain a 10% market share. However, with the right advertising strategies and the combination of both new and traditional media, the awareness of the brand would be increased (Gelder, 2005). The other advantage in the Coca-Cola Company is the popularity of the brand and awareness of the existing flavors. However, one in five consumers prefers healthy beverages as compared to products that hold minimal energy level. The carbonated drinks have also been replaced by bottled water as a preference due to health implications. Slide 3 and 4: Brand Strategic Plan The vision of the company has been created to become a leading supplier of healthy soft drinks among the developing ages who prefer satisfactory healthy drinks. The objective realized in the company is to increase the market share on introduction within the market to rival the efforts of the competitive brands. On becoming a leading brand within the market, the consumers would help the product realize the increase in returns and profit generation. This will be effectively achieved in environmental friendly packaging and the composition of the drink to include healthy ingredients. The drink also lacks the quality of the carbonated drinks with a, pure natural, taste in the drink. Strategy to be applied involves focusing on the energetic youth, especially in young male and female athletes. These are found in schools and competitive platforms with the inclusion of marketing campaigns utilized by the youth. The company has identified the 16-25 year age to be the most active and in need for an alternative brand category. The brand also expects to introduce alternative milk flavors in vanilla and strawberry. The marketing strategy campaign in advertising is expected to be extended to Africa and Asia as avenues to market the product name. The company will apply similar tactics as the competitor in using celebrity endorsement programs and creating avenues preferred by the youth in free samples as promotional campaign. However, the input would be placed on selected platforms like advertising campaigns engaging selected groups. Slide 5 and 6: 4 Ps The product under consideration is a soft drink with the brand identification name in Kooler Refresh that offers health and energy retrieval through the natural tasty blends available. The production has been based on inclusion of added energy content per millimeter similar to the nutrients acquired in the natural fruit. The selected Pricing range has been selected to aid in marketing campaign with comparison used in the competitor pricing. The company expects to charge at a 10% reduction rate in the quantity prices. Since the leading quantity would be included in 500 milliliter bottles, consumers are expected to enjoy added quality at affordable prices. The promotional campaign would be included in televisions and print advertising. The company also wishes to extend the promotional campaigns to new media platforms that see the increased application of the social networks in communication. The places that are picked to be the leading distributors of the drink would be in superstores and supermarkets within the American society. These are the ventures needed to create awareness and promote access to the introduced brand. However, the mostly noticed challenge has been witnessed in the new brand that requires more retention measures to consumers. The company also wishes to make the product locally available in the established retail outlets. Slide 7 and 8: Target Customer Segmentation Analysis The target of the company in distribution of the drink has been identified to be the youth on the age of 16-25. The demographic holds both male and female consumer groups with the realization of their health requirement. Kooler Refresh has been created based on the ingredients available in energy supply and the flavors developed within the company. This age has been identified as the leading consumers of the products and their desire to source for alternative beverages to satisfy the provision. The strategy to be applied includes involving the target in interactive sessions through the company website and social networks. The company expects to apply knowledge of age through intense research in recreational institutions. The marketing section also expects to conduct functions and concerts that would be attended by celebrities in the attempt to market the brand through familiar ventures (Gelder, 2005). With the mentioned strategies, Kooler Refresh expects to dominate the soft drink industry with the leading population preferring the product over Coca-Cola Company. Slide 9: Customer Insight The challenge faced by Kooler Refresh in entering the market has been noted to be in brand familiarity. The trend acknowledges the existent of known brands that are preferred over new brands. The ventures to be applied in distributing the brand include superstores and supermarkets and the Kooler Refresh drinks are to be fitted with scanners to determine consumption rate. The company also wishes to introduce survey measures in the website and social networks in Facebook and twitter that are applied by the youth under consideration. This will be achieved through clicks on the introduced brands and comments that include the possibility of consumption of the introduced drink. Moreover, through the record realized in sales, the company will be capable of predicting the market trend and the growth of the market share. Slide 10: Brand Essence Kooler Refresh strategy has been vital for the replacement of the known soda drink in the U.S. market. This has been due to the realization to offer alternatives to the carbonated contents in soda and the desire for consumers to require healthier drinks. Kooler Refresh will be delivered in orange, strawberry and mango flavor that promises to cater for the reliable taste needed by the U.S. market consumers. The mostly targeted population has been identified to be the youth of 16-25 who require the taste and energy promised in the brand. Slide 11: Brand Positioning The mostly consumed drinks from the Coca-Cola Company have been Coke and Sprite as reflected by the target group. The challenge presented to Kooler Refresh Company has been noticed in the packaging and identity of these brands. However, the selected target has been noticed to respond positively to the entrance of new products in the market. With the mango, strawberry and orange flavors, the needed competition would be presented to the brands with tasty natural fruit ingredients applied. These measures would increase sales with reduced prices as compared to the established brands. Slide 12 and 13: Brand Concept The company expects to package the flavors in recyclable clear bottles to reflect the colors of flavor to be packaged. The logo and font to be applied in packaging is expected to reflect the vision of the company to offer a healthy drink, to offer energy to the consumer with an added flavor to counter the competitors. The drink would be supplied to retail outlets and include the intuition of institutions like the education scene. To sustain the brand, the company wishes to apply marketing strategies to stress on the slogan of a healthy drink that holds more energy content as compared to the competitors. The company wishes to extend marketing strategies in other nations and introduce new flavors in milk products. The other provision would notice the change in packaging with the design of the bottle to be recycled by consumers. Slide 14: Traditional promotions Kooler Refresh would witness the promotional strategies in print, radio and print advertisement. The traditional media promotional methods require the perfect coordination between visual components and the strategy to be applied in marketing. Without the adequate contents in the advertised composition, the competitors may be witnessed to advance in their marketing strategy. The campaign strategies to be applied include billboards and television commercials from the brand. The color combination applied in the brand proves convenient for construction of appealing print campaigns. Green, blue and yellow prove to blend with the health theme of the product, and through campaign strategies in health activist with celebrity endorsement, the product is expected to excel in the market. The endorsements and campaigns would be applied in billboards and television commercials depicting the influential figure using the products and explaining the need to adopt their use. The recyclable packaging bottle also proves the leading strategy to convince health activists to endorse the product to attract a sensitive consumer target. Slide 15: New Media Promotions The development of technology has favored the platform with an estimated 80% of the target using the measure in communication. Through developing a website to be accessed on computers and mobile handsets, Kooler Refresh expects to establish a stronger connection with consumers. The company also wishes to introduce the mobile application in downloadable purchase application that promises to offer easier measures in acquiring the product. Through creating a page in Facebook and twitter, the company is bound to drive curiosity to an increasing consumer number and convince them to acquire the product. The other marketing strategies to be applied include partnering with Samsung electronics to give away products in I-pods and music players to the youths who purchase products online through the website, www.Kooler-Refresh.com. Reference Gelder, S. V. (2005). Global brand strategy: Unlocking brand potential across countries, cultures & markets. 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