Marketing Plan


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Marketing Plan

  1. 1. GROUP 10 Audrey Jolin-Lessard Aïsha Brillant Cindy Cheng Geneviève Leblanc Nicolas Murcia Vicki Tian Jean-Louis Nguyen Audrey Jolin-Lessard Cindy Cheng Nicolas Murcia Jean-Louis Nguyen
  2. 2. Our Presentation STRUCTURE
  3. 3. <ul><li>Marketing Objectives </li></ul><ul><li>Company Profile </li></ul><ul><li>What is Bubble Buzz? </li></ul><ul><li>Overview of the industry </li></ul><ul><li>Competition, Target Market & Customer Analysis </li></ul><ul><li>Marketing Mix (4Ps) </li></ul><ul><li>Financial Projections, Implementation Plan </li></ul><ul><li>Export Potential </li></ul>
  4. 4. Introductory VIDEO
  5. 5. What are our intentions? <ul><li>Launch and market a completely unseen-before beverage product, in order to achieve the following: </li></ul>Create strong consumer awareness for Bubble Buzz through the 4 P’s Become the market leader in the functional drinks segment through sizeable market shares Re-affirm the company’s title of market leader in product innovation and successful product launches . 3 MARKETING OBJECTIVES
  6. 6. Company Profile – In case you don’t know, who are we? Cindy’s part on Company profile + quick product description (1min)
  7. 7. Industry Analysis – Where does the product stand? FOOD & BEVERAGE SOFT DRINKS Carbonates Fruit/Vegetable Juice Bottled Water Functional Drinks Concentrates RTD Tea RTD Coffee
  8. 8. Industry Analysis – The Functional Drinks Market Segments of the functional drinks market <ul><li>Energy drinks </li></ul><ul><li>Nutraceutical drinks </li></ul><ul><li>Sports drinks </li></ul><ul><li>Smoothies (Milk & Juice Drinks) </li></ul><ul><li>RTD Bubble Tea </li></ul>
  9. 9. Industry Analysis – Soft drink sales breakdown 9,224.10 8,994.50 8,879.90 8,481.30 8,169.60 7,896.40 TOTAL 1.1 0.9 0.8 0.6 0.4 0.2 RTD coffee  307.4 286.8 275.4 265 257.4 234 RTD tea  161.9 159.2 166.5 171.3 186.5 193 Concentrates  342.2 327.4 324.7 318.1 312.1 296.7 Functional drinks  859.4 763 666.8 551.2 447.3 385.9 Bottled water  2,613.10 2,497.60 2,454.60 2,347.00 2,239.60 2,135.20 Fruit/vegetable juice  4,938.90 4,959.60 4,991.10 4,828.20 4,726.30 4,651.40 Carbonates  2004 2003 2002 2001 2000 1999 C$ million Off-Trade Sales of Soft Drinks by Sector: Value 1999-2004
  10. 10. Industry Analysis - Trends Only 3.7% of the total soft drink sales. However… <ul><li>Sales : $342.2 millions in sales in Canada in 2004 </li></ul><ul><li>Current growth : 13.5% sales increase since 1999 </li></ul><ul><li>Future growth : 7.3% sales & 11.0% volume increase by 2009. </li></ul><ul><li>Consumption : 3.94 Liters per capita, a 4% increase since 1999 </li></ul> Growth and profitability potential due to consumer trends.
  11. 11. Industry Analysis – Consumer Trends <ul><li>Portfolio diversification through alliances, acquisitions, R&D </li></ul><ul><li>Trend towards healthier alternatives in the functional segment </li></ul><ul><li>Concerns about negative health impacts of carbonated drinks </li></ul><ul><li>Quick maturation in the core segments </li></ul><ul><li>Trend towards new flavours and trendier products </li></ul>
  12. 12. Industry Analysis - Strengths, Weaknesses, Opportunities, Threats <ul><li>Strengths: </li></ul><ul><li>Brand name </li></ul><ul><li>Effective presence in new markets </li></ul><ul><li>Results of operations </li></ul><ul><li>Strong existing distribution channels </li></ul><ul><li>Weaknesses: </li></ul><ul><li>Relying upon brand extensions </li></ul><ul><li>Relying upon particular carbonated drinks </li></ul><ul><li>Brand dilution </li></ul><ul><li>Difficulties when entering non-core categories </li></ul><ul><li>Saturation of carbonated soft drinks segment </li></ul>
  13. 13. Industry Analysis - Strengths, Weaknesses, Opportunities, Threats <ul><li>Opportunities </li></ul><ul><li>New product introductions </li></ul><ul><li>Brand is attractive to global partners </li></ul><ul><li>Threats: </li></ul><ul><li>Strong competition </li></ul><ul><li>Potential health issues </li></ul><ul><li>Free trade </li></ul>
  14. 14. Competition, Target Market, Customer Analysis Cindy’s part on Competition, Target Market, Customer Analysis (3 min)
  15. 15. Bubble Buzz Price: $2 <ul><li>Consumer demand </li></ul><ul><li>The product lifecycle </li></ul><ul><li>Potential substitutes </li></ul>Price strategy should consider the following 3 aspects : Marketing Mix – Price Strategy
  16. 16. Marketing Mix – Price Strategy <ul><li>Consumer demand: </li></ul><ul><li>driven by tastes and income; </li></ul><ul><li>availability of others similar products; </li></ul><ul><li>“ The higher the price, the higher the value.” </li></ul><ul><li>customer unwilling to pay premium price </li></ul>
  17. 17. Marketing Mix – Price Strategy <ul><li>The product lifecycle: </li></ul><ul><li>the newer the product the higher the price ; </li></ul><ul><li>high profit margin; </li></ul><ul><li>recover development costs quickly; </li></ul><ul><li>gives a certain prestige to the product </li></ul>
  18. 18. Marketing Mix – Price Strategy <ul><li>Potential substitutes: </li></ul><ul><li>competitors attracted by high profit margin; only two “serious” competitors; </li></ul><ul><li>unique for now; </li></ul><ul><li>easy to imitate; </li></ul>
  19. 19. Marketing Mix – Product Strategy
  20. 20. Marketing Mix – Product Strategy <ul><li>Brand personality: energy, funky, cool, functional, original, funny, healthy, etc. </li></ul><ul><li>Product modification: introducing an existing beverage but with a more convenient package </li></ul><ul><li>Benefits of Green Tea: cancer, rheumatoid arthritis, cholesterol, cardiovascular disease, infections, quit smoking, weight loss, etc. </li></ul>
  21. 21. Marketing Mix – Product Strategy <ul><li>Prone to product imitation: solution: broaden distribution quickly </li></ul><ul><li>Low-learning product: consumers can eat while drinking </li></ul><ul><li>Avoid product resistance: use more personal selling when dealing with retailers, give more samples to customers, use contests, website, etc. </li></ul>
  22. 22. Marketing Mix – Promotion Strategy <ul><li>Objectives: </li></ul><ul><li>To initiate strong awareness about Bubble Buzz throughout Generation Y consumers as well as their parents. </li></ul><ul><li>To win market shares over our top functional drinks competitor, PepsiCo. </li></ul>
  23. 23. Marketing Mix – Promotion Strategy The message: Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. It is a drink for the out-of-the-ordinary individuals who like to challenge themselves Be B old, Be O riginal, Be D ifferent, Be Y ourself
  24. 24. Marketing Mix – Promotion Strategy Target Market: Generation Y only give partial attention to media and typically use more than one media at a time. Solution: Use a great variety of targeted promotional tools. Media selection: Television Radio Magazines Internet Outdoors Personal Selling Public relations Publicity
  25. 25. Marketing Mix – Promotion Strategy Television: communicates with sight, sound and motion, only media that can reach 99% of the homes in Canada, we have the budget to cover the high costs , select channels for teenagers and young adults
  26. 26. Marketing Mix – Promotion Strategy Radio: already segmented medium, over 900 radio stations in Canada, average student is a surprisingly heavy radio listener
  27. 27. Marketing Mix – Promotion Strategy Magazines: magazines have become a very specialized medium, about 500 consumer magazines in Canada, good color production create strong images, each magazine’s readers often represent a unique profile.
  28. 28. Marketing Mix – Promotion Strategy Internet: official promotional website:, visual audio and video message, banners on selected websites, Outdoors: low cost and flexible alternative, campuses, bus, metro, tourist areas, malls, etc.
  29. 29. Marketing Mix – Promotion Strategy Promotional Mix: Consumer orientation Contests: “ Win another Bubble Buzz flavour”, secret code underneath the bottle cap log on the website to win, increase consumer purchases / involvement Samples: to avoid product resistance, low risk for consumers since they get it for free. Point-of-purchase: in supermarkets to reach the parents of generation Y Product Placement : in TV shows in subsequent years,
  30. 30. Marketing Mix – Promotion Strategy Allowances and discounts: case allowance, encourage retailers to buy more of the product to get a certain amount for free Cooperative advertising: encourage retailers to buy our product and to maintain high level of advertisement Advertising: pulse scheduling, emphasized before and during summer Promotional Mix: Trade orientation
  31. 31. Marketing Mix – Promotion Strategy Intermediary: Push strategy, in order to gain retailer’s cooperation in ordering and stocking the product, personal selling . Ultimate consumer: Pull strategy: to direct our promotional mix at ultimate consumers in order to encourage them to ask retailers for Bubble Buzz, mass media.
  32. 32. Marketing Mix – Place Strategy supermarkets convenience stores independent food stores discount stores multiple grocers vending machines direct sales
  33. 33. Financial Projections CM – SG&A – Capital expenditures $243,029.47 Profits 4.3% of revenue, based on past data $25,676.33 Capital expenditures : Half of the O/H costs estimated, based on past data $113,453.56 SG&A cost :     Fixed Costs : Revenues - COGS $382,159.36 C.M. Based on weighted average percentage in past data $214,964.64 COGS Based on sales @ different channel’s price $597,124.00 Revenues <ul><li>Projected Financial Performance </li></ul>
  34. 34. <ul><li>Pre-launch preparation: </li></ul><ul><ul><li>Focus on organising resources to implement the Bubble Buzz. </li></ul></ul><ul><ul><li>Go / No-Go stage: should we continue product implementation ? </li></ul></ul><ul><li>Launch: </li></ul><ul><ul><li>April 1 st Bubble Buzz is freshly on the shelves (no joke) ! </li></ul></ul><ul><ul><li>Advertising campaign through promotion schedule. </li></ul></ul><ul><li>Post-launch (monitor and control): </li></ul><ul><ul><li>Assess feedback from sales revenue, and customers. </li></ul></ul><ul><ul><li>Maintain positive dynamic by training managers & staff, and by upgrading the web site. </li></ul></ul>Implementation Plan
  35. 35. <ul><li>“ Step by Step”: </li></ul><ul><li>Advertising campaign: </li></ul><ul><ul><li>Create awareness of the brand </li></ul></ul><ul><ul><li>Reach target market (18 – 29) </li></ul></ul><ul><ul><li>Develop mass consumption </li></ul></ul><ul><ul><li>Enhance distribution </li></ul></ul><ul><ul><li>Charismatic and ethical sponsorship </li></ul></ul><ul><ul><li>Suggest excitement about the brand </li></ul></ul><ul><ul><li>Maintain communication with media </li></ul></ul>All the time Publicity 10 August to end of September Contest 9 May to September Public Relations 8 May to September Outdoors 7 April and September Point of purchase 6 April to September Sample distribution 5 April to September Television spots 4 Mid-March to June Magazines ads 3 February to April Radio spots 2 February to September Personal selling 1 Period of time Output Step Promotion Schedule
  36. 36. Export Potential Cindy’s part on Export potential (1min30)
  37. 37. Conclusion Jean-Louis’ conclusion and call for questions