Marketing Plan For ‘Calm’ Drink Launch In Australian Soft Drink Market

Market Analysis

The following report is going to devise a marketing plan for a soft drink product that has been launched in the market as a revamp plan of the energy drinks. Since the energy drinks in the market have lost customer sympathy and esteem, XYZ Company has planned to use a remedial action thus offering the customers an opposite to the energy drinks (Goi  2015).

In order to come up with a marketing plan, the company needs to understand the demand and behaviour of the target market. The target market of the product has been Australia. In order to set a particular target the company ought to study the market demand, consumer behaviour, consumers’ interest on the offered product and the marketing mix that the company set to reach and fulfil the target (Vemanna and Rao 2016).  Marketing strategies have two fold requirements. New marketing strategies are required for two reasons- either a product has reached to its maturity level in product life cycle stage or the company is willing to launch aa completely new one. In the following report the company has set to launch a new calm drink that is an exact juxtaposition to the dwindling market of the energy drinks (Trapp et al. 2014). The target market is Australia.  The strategies will be based on the marketing mix, target audience, price decision and industrial analysis.

Since a product is not a physical term, it has the variety of levels on the augmenting style. The customers are expected to realise the nature of the product in order to enjoy absolute utilisation of it. Hence, the customers need to understand the basic three layers or levels of a product.  These three levels are:

i)  The Core Product

ii) The Actual Product

iii) The Augmented Product (Stock et  al. 2013 )

These three levels ensure different structures of the product on its different levels of dimensions.  The core product is not a tangible one. It is considered being the benefit that the customers receive from the product. On the other hand the actual product is the very product which is being talked about.  Augmented product is the value added to the actual product. In order to launch a product on the market, the companies need to ensure these three levels. The customers ought to be intimated with the value, utilisation and the benefit that they are getting from it.

“Turtlez” provides the customers with health benefits through offering natural concoction of calming remedies. This has been launched in order to address the change in the customer behaviour towards harmful energy drinks. Therefore, the core product of Turtlez is going to be the benefits gained from it by the customers. the benefits are as follows:

Target Audience

a) Stables Nervous system

b) Controls blood Pressure

c) Offers alcohol free nature

Turtlez is no doubt a tangible product that is compressed within a can that is made of aluminium. Turtlez is a calm drink consisting of magnesium supplement that is used for relieving stress form the customers. The drink offers different flavours such as orange, pineapple and grapes. It also offers mint flavour for the customers who live in comparatively humid and hot zone.

Since the product belongs to soft drinks industry, there will be hardly any added value to the product.

There are other two levels of a product though they are not associated with the core use of it. These two product levels are:

1. Potential Product
2. Expected Product

The calm drink has multidimensional product benefits.  On one hand the product is going to be used for nervous stability, varieties in the flavour will provide the consumers with good taste and healthy drinking cultures. The mint flavour consisting of edible chrysanthemum leaves will provide cooling tenderness to the customers. Since Turtlez drinks contain herbal products, it does not have side effects in terms of cardio- genetic issues.

Turtlez will meet the expectation of the customers by providing decent taste, healthy drinking habit, zero fat components and most importantly hackle free life- style. Though it seems oxymoron that the drinks provide healthy life style, it as certain qualities exactly what the customers expect from the products.

Marketing mix is the tool that is used to pursue some marketing strategies so as to push the products towards the hands of the customers. According to Khan 2014,  marketing mix needs to be designed after thorough understanding of the current scenario of a targeted market. It covers the following marketing genres:

i. Product Marketing

ii. Price Marketing

iii. Place Marketing

iv. Promotional Marketing

Following is the detailed strategy of the marketing mix of the chosen product:

Product is the tangible one and it offers the customers with healthy and tasty drink in stabling the nerve in a natural manner. Turtlez will also offer the consumers better packaging system. While deciding the product, the customer negative impression towards the energy drinks (Baker 2014).

The price of the product has been set low and reasonable in order to get hold of maximum numbers of customers. The price of the product does not exceed AUD 7. However the price will vary according to the varieties of flavour.

Conclusion:

The actual marketing strategy is going to be based on the analysis of present marketing scenario of Australia. Marketing mix highly depends on the target audience and the market segment. Without the market segmentation and target audience, proper marketing strategy does not get an effective form. Hence, this report for the appliances is going to help the marketing of Turtlez- the soft drink for calming the consumers that is the juxtaposition of the energy drinks.

Reference:

Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.

Goi, C.L., 2015. Marketing Mix: A review of’P’. The Journal of Internet Banking and Commerce, 2005.

Khan, M.T., 2014. The concept of’marketing mix’and its elements (a conceptual review paper). International journal of information, business and management, 6(2), p.95.

Owens, J.A., Mindell, J. and Baylor, A., 2014. Effect of energy drink and caffeinated beverage consumption on sleep, mood, and performance in children and adolescents. Nutrition reviews, 72(suppl 1), pp.65-71.

Rahmani, K., Emamisaleh, K. and Yadegari, R., 2015. Quality Function Deployment and New Product Development with a focus on Marketing Mix 4P model. Asian Journal of Research in Marketing, 4(2), pp.98-108.

Stock, R.M., Six, B. and Zacharias, N.A., 2013. Linking multiple layers of innovation-oriented corporate culture, product program innovativeness, and business performance: A contingency approach. Journal of the Academy of Marketing Science, 41(3), pp.283-299.

Trapp, G.S., Allen, K.L., O’Sullivan, T., Robinson, M., Jacoby, P. and Oddy, W.H., 2014. Energy drink consumption among young Australian adults: associations with alcohol and illicit drug use. Drug and alcohol dependence, 134, pp.30-37.

Vemanna, N. and Rao, V.N., 2016. Consumer Behaviour Towards Organized Retailing–A Study of Product and Price in the Marketing Mix. International Journal of Scientific Research, 4(10).

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