Service Component and Product Mix of Fizzy Cola - Assignment Example

?Market Products of the Table of Contents Table of Contents 2 Product Evaluation & Characteristics 3 (2) Service Componentof Fizzy Cola 4 (3) Product Mix of Fizzy Cola 5 (4) Changing Marketing Dynamics 5 5) Support of Marketing Plan 6 References 8 (1)Product Evaluation & Characteristics Initially, Fizzy Cola would be sold in cola and varied other flavors on a larger scale in USA and UK markets. The beverages would be available in bottle sizes of 8oz, 12 oz, 16 oz, and 20 oz. The cola beverages would be available in medium and large sized plastic bottles in USA and UK for convenience purposes of the individual customers. The beverages manufactured for the corporate customers would be available in can sizes of 8oz, 12 oz, 16 oz, and 20 oz. It would be ensured that the beverages would not be supplied to corporate customers in plastic bottles for environmental issues (MHHE, n.d). The ingredients of the products would be scrutinized by the marketing department and it would be ensured that the product content comply with the national health and safety guidelines. Beverages Description Cola It would be available in basic cola flavor with lesser caffeine and caramel content. It would also include additional content of vitamins, taurine, and niacin (Coca Cola, 2013a). Diet Coke This product will have lesser sugar and caramel content. The prime motive of marketing department would be to offer a sparkling drink with lesser amount of calories that will include additional mineral and vitamins (America’s Greatest Brands, 2013). Bottled Water The water will be purified in special filtration process and additional nutrients and vitamins would be included to deliver fresh taste (America’s Greatest Brands, 2013). Sparkling Drinks The sparkling drink would be highly concentrated with additional nutritional requirements to offer a distinctive flavor to the customers (Coca Cola, 2013). (2) Service Component of Fizzy Cola The service component will add value to the product and also enhance the brand personality and features to attract potential customers. Service is an intangible product and consists of additional features and benefits that are relevant to a specific target market (Rao, 2004).The main objective of the company would be to offer beverages in the initial stages and there would be no services offered by the company. However, the research and development team of Fizzy Cola would be the design making of machines and equipments which would have the potentiality of developing high quality beverages. One of the prime objectives would be to develop high quality filtration machinery which would purify the beverages and remove the pesticides. After the company has been able to establish itself in the market it would considers plans of providing services like downloading of free music, nutritional information etc. This would help the company to position itself strongly in the beverage market. (3) Product Mix of Fizzy Cola The product mix also popularly known as product assortment refers to the total number of product lines that a company can offer to its customers. Width: The width of the company pertains to the total number of products lines that a company offers (Suttle, 2013). For example Fizzy Cola would offer beverages in cola and varied other flavors. Hence, the product width of the company is two. Later, advanced technology may permit the company to diversify into other industries and develop further products (Suttle, 2013). Length: The product length pertains to the total number of products in a company’s product mix (Suttle, 2013). In the initial stages the company would be offering beverages in three varied flavors and juices in three basic flavors apple, mango and mixed fruit. The product length for Fizzy Cola would be six. Depth: In the initial stages the company would be offering beverages in three basic flavors and in can sizes of 8oz, 12 oz, 16 oz, and 20 oz. The product depth would be 12 in this case. Consistency: The consistency will pertain to how close the product lines are to one another (Suttle, 2013). The company’s product mix has to be consistent in distribution and vastly different in usage (Suttle, 2013). Fizzy cola would be selling edible drinks which are almost similar to each other in terms of content, texture and ingredients. (4) Changing Marketing Dynamics The beverage industry is highly susceptible to changing market dynamics and environment (Irani, 2013). The changing marketing environment will include change in customer habits, tastes and preferences, government regulation, supplier demands etc (Irani, 2013). The beverage industry would be largely affected with the change in government laws and regulations which would have a profound impact on the business activities (The California Endowment, 2003).For example the increasing obesity among the teenagers and young adults in UK has led to the decline in the net sales of the cola and other caffeinated beverages. The net sales of carbonate and caffeinated beverages had declined to a large extent and the availability of the drinks had also lowered in schools and colleges. Moreover, the common people have become health conscious and have switched their preference from carbonated beverages to juices for health benefits. This is one of the major reasons that most of beverage companies have diversified into production of health, sports and energy drinks etc. If there is a change in the habits and preferences of the customers then the management of Fizzy cola would consider into diversifying into others segments like energy and sports drinks. 5) Support of Marketing Plan The marketing plan is extremely feasible and the beverage has the potentiality of becoming one of the most coveted beverages due to the following reasons: 1. The filtration procedural equipments and quality control measurement standards would enable the production of high quality beverages (Doosan, 2010). 2. The beverage bottling and canning plant would enable the cleaning of various product lines and this would enable the manufacture of clean and healthy beverages (Miox, 2010). The research and development team of Fizzy Cola plans to develop its research process by focusing on the design of the machinery and the existing process of the system. The prime objective of the research and development team would be the enhancement of the product development process along with the marketing activities. Apart from the product development process the management would also focus on improving the advertising techniques which help in enhancement of the brand personality, features and image. References America’s Greatest Brands. (2013). Recent developments. Retrieved from http://www.americasgreatestbrands.com/volume6/pdf/CocaCola.pdf Coca Cola. (2013a). Product description. Retrieved from http://www.coca-colacompany.com/brands/product-descriptions Doosan. (2010). Beverage production. Retrieved from http://www.doosanhydro.com/products-and-services/beverage-production.aspx Irani, M. (2013, July 27). Market dynamics keep changing. Business Standard. Retrieved from http://www.business-standard.com/article/markets/market-dynamics-keep-changing-113070800019_1.html MHHE. (n.d.). The global marketing environment. Retrieved from http://www.mhhe.com/business/marketing/bearden/about_the_text/pdfs/chap3.pdf Miox. (2010). On-Site generation (OSG) technology for beverage industry sanitation. Retrieved from http://www.miox.com/applications/beverage_osgtechnology041610.pdf Rao, K.R.M. (2004). Services marketing. New Delhi: Pearson Education India. Suttle, R. (2013). What is a product mix? Retrieved from http://smallbusiness.chron.com/product-mix-639.html The California Endowment. (2003). Food and beverage industry marketing practices aimed at children . Retrieved from http://epsl.asu.edu/ceru/Articles/CERU-0311-208-OWI.pdf Read More