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with calcium

with calcium. Heather Aycock Paula Braden. Jennifer Jose Rachel McInnis. with calcium. Overview. Key Marketing Challenge Environmental Analysis Marketing Goals & Objectives Marketing Strategies Marketing Controls Financial Analysis Summary. Key Marketing Challenge. with calcium.

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with calcium

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  1. with calcium Heather Aycock Paula Braden Jennifer Jose Rachel McInnis

  2. with calcium Overview • Key Marketing Challenge • Environmental Analysis • Marketing Goals & Objectives • Marketing Strategies • Marketing Controls • Financial Analysis • Summary

  3. Key Marketing Challenge with calcium • Increase market share in the beverage industry • Address consumers’ needs for a nutritious flavored drink by offering the following product attributes • low calorie • non-carbonated • caffeine-free • calcium-enriched • Increase knowledge of health issues concerning calcium deficiencies

  4. Internal Analysis with calcium • Mission: To provide an alternative source of calcium by offering a nutritious healthy flavored drink at an affordable price. • Manufactured by Kraft • Line extension of existing product

  5. External Analysis with calcium • Immense amount of competition of beverage industry • Highly Segmented Markets • Direct Competitors • Kool-Aid • Country Time • Gatorade • Indirect Competitor • Soft Drinks - Coca-Cola • Juices - Minute Maid • Milk & Water

  6. U.S. Per Capita Beverage Consumption with calcium Source: Beverage Digest

  7. Customer Environment with calcium • Potential Customers - all health conscious individuals • Targeted Demographics • Women ages 18 - 65 • Educated • Middle Class • Primary Grocery Shopper • Year-Round Consumption with possible seasonality

  8. SWOT Analysis with calcium • Strengths • customization • four C’s • Kraft • Weaknesses • convenience • distinct target market • weak market image • Opportunities • new uses of product • aging population • rapid growth in industry • Threats • Kraft brand competition • increasing direct substitutes • high failure rate

  9. Marketing Goals & Objectives with calcium • Overall Goal: To revive sales by increasing consumer awareness of our “Better For You” beverage. • Major Objectives: • Gain product acceptance in 35% of our target market • Increase current sales of Crystal Light by 6% • Increase share of fruit drink mix market to 20%

  10. Marketing Strategies with calcium • Growth strategy: Product development/Line Extension • Involves the development of new products for existing markets to meet changing consumer needs • Product • Price and Place • Promotion

  11. Product with calcium • Powdered Drink Mix • 3 Refreshing Flavors • 2 Convenient Sizes • Benefits • The 4 C’s

  12. Benefits of Calcium with calcium • Calcium is a mineral that primarily functions in your body by making bones and teeth hard. It helps muscles contract, blood clot, and helps the nervous system work properly. • Reduces risk of osteoporosis • Lowers risk of kidney stones • Helps maintain normal blood pressure in pregnant women

  13. Price & Place with calcium • Price: • Based on cost of production, including Research & Development costs and demand estimations • Psychological pricing strategy: Odd-Even • Price: $2.99 and $3.29 per package • Place: • Utilize current Kraft distribution channels • Three state introductory roll-out

  14. Place with calcium

  15. Promotion with calcium • Promotion Types: • Advertising: Women’s television and magazine ads • Sales Promotion: In-store demos, free giveaways • Public Relations: Press releases, speeches, educational packets

  16. Promotion with calcium • Promotion strategy of Kraft as the manufacturer: • PUSH-PULL STRATEGY • Push: Use leverage of Kraft name to dominate shelf space; cooperative advertising with retailers • Pull: In-store promotion through sampling, demos, free giveaways of shakable containers Consumer Kraft Retailer Pull Push

  17. Marketing Controls with calcium • Pre- Implementation • Ensure resources are allocated to top selling stores first • Verify capital is available for the increase in expenditures for R & D • Actual Process • Management commitment • Follow Up

  18. Financial Analysis with calcium

  19. Summary with calcium • 90% of American women do not get their daily requirement of calcium • 25 million American women suffer from osteoporosis • Our hopes for the future Southern Expansion (Market Development Strategy) 3 State Roll-Out in CA, FL, TX Introduce new ad campaign Convenience Product Development Diversify Target to include Men June 2002 Sept 2002 June 2003 June 2004 June 2005

  20. with calcium Questions ?

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