Founded in 2005 -Headquartered in
Beverage platforms : Functional and Healthy
600 employees spread in 4 Operating Centers
Supporting 20 Sales Centers, 120 wholesalers
1500 cases per day
Generating over $110,000 in revenue per
One of America‟s best marketer,
distributor of „Healthy drink‟.
Successfully penetrate the already established and highly competitive soft
Increase brand awareness as a high quality beverage company.
Build closer relationships with consumers, suppliers and distributors
Increase market share by 5% in the beverage industry.
Increase revenue by 10%.
Increase direct retail relationship and products sold by 5%
Focus on operational excellence (quality, production rate, waste reduction,
and rate of return)
Headquarter: Tannersville, PA
Open – 365 6am to 3am
SVP SVP SVP SVP
PRODUCTION FINANCE SALES MARKETING
REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL
DIRECTORS DIRECTORS DIRECTORS DIRECTORS DIRECTORS DIRECTORS
AREA AREA AREA AREA AREA AREA
MANAGERS MANAGERS MANAGERS MANAGERS MANAGERS MANAGERS
Carbonated soft drink sales are slowing
Consumer preferences and lifestyle changes
Juice market represents 5% of non-alcoholic
Total US Beverage Consumption 2005
Carbonated Soft Drinks
Includes fruit beverages and fruit drinks; excludes powdered fruit
drinks and juices.
** All others include tap water, vegetable juice, powders and
Customer 1 Customer 2
• Gen Y • Gen Y
• Tweens • Teens/Twenty Something
Demographic • Age 10-18 • Age 19-30
Geographic NE/Midwest/SE/West USA NE/Midwest/SE/West USA
• Impatient • Impatient
• Family Oriented • Family Oriented
• Inquisitive • Inquisitive
• Opinionated • Opinionated
• Diverse • Diverse
• Time managers • Time managers
• quot;Street Smartquot; • quot;Street Smartquot;
• Technology capable • Technology capable
• Take their cues from others • Take their cues from others
• Word of mouth • Word of mouth
Psychographic • Internet aware • Internet aware
Consumption Level Average Heavy
Market size 35 Million 43 Million
Decision Making Gen Y influences Parent Gen Y
Price Sensitivity Medium Low
Healthy Conscious High High
Cabana Lime Cabana POM
Cabana Pom – 100% Pomegranate
Consistent fresh lemon or lime
A full day's supply of vitamin C.
taste without any mess, waste or
About half of adults consume the
recommended levels of vitamin C.
Contains no added
No artificial sweeteners;
A good source of folate.
sugars, preservatives or colors
No preservatives or sodium; and
As much potassium as a banana.
Good source of potassium
Offers 25 percent of an adult‟s
Pasteurized to retain both flavor
daily Vitamin C requirements.
Honey - Natural glucose and
Brand personality: Energy, funky, cool, functional, original, funny,
Benefits of Lime and Honey: The health benefits of lime include
digestion, eye care, respiratory disorders, gums, weight loss, skin
Segment identification: Generation Y. Cabana Lime, to be
established within the functional drinks sector.
Segment needs: The product will cater to both physiological need
(hydrating and nutritional value) and social need.
Segment trends: The current trends include a shift away from junk
foods and carbonated drinks, a growing interest for healthier /
beneficial products for the “mind and body”.
Price strategy should consider the following
The product life cycle
Cabana Lime Price 12 FLOZ : $0.50
Location Convenience Vending Restaurant Warehouse
Purchased Store or Gas Machine or club Store
12 oz Serving $0.60 $0.50 $0.60 to $0.50 $0.50
To initiate strong awareness about Cabana Lime
throughout Generation Y consumers as well as their
To win market shares over our top functional drinks
Intermediary: Push strategy, in order to gain retailer‟s
cooperation in ordering and stocking the product,
Ultimate consumer: Pull strategy: to direct our
promotional mix at ultimate consumers - mass media.
Television Radio Magazines Internet Outdoors Publicity
Step Output Period of time
Personal selling August to September
Radio spots July to September
Magazines ads June to Aug
Television spots June to September
Sample distribution May to September
Point of purchase May and September
Outdoors May to September
Public Relations May to September
Contest June to end of September
Publicity All the time
PLACE - DISTRIBUTION
Focus on organising resources to implement the Cabana
Go / No-Go stage: should we continue product
May 8th Cabana Lime is freshly on the shelves
Advertising campaign through promotion schedule.
Post-launch (monitor and control):
Assess feedback from sales revenue, and customers.
Maintain positive dynamic by training managers & staff,
and by upgrading the web site.