The document summarizes a marketing plan presentation for a new beverage product called Bubble Buzz. The presentation covers the marketing objectives to create awareness and market share, the company profile, an analysis of the beverage industry and target market, and the marketing mix strategies around product, price, promotion, and place. It also includes financial projections, an implementation plan, and discusses the product's potential for export.

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. Our Presentation STRUCTURE

4. Introductory VIDEO

6. Company Profile – In case you don’t know, who are we? Cindy’s part on Company profile + quick product description (1min)

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

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

14. Competition, Target Market, Customer Analysis Cindy’s part on Competition, Target Market, Customer Analysis (3 min)

19. Marketing Mix – Product Strategy

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. 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. 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. Marketing Mix – Promotion Strategy Radio: already segmented medium, over 900 radio stations in Canada, average student is a surprisingly heavy radio listener

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. Marketing Mix – Promotion Strategy Internet: official promotional website: www.BubbleBuzz.ca, visual audio and video message, banners on selected websites, Outdoors: low cost and flexible alternative, campuses, bus, metro, tourist areas, malls, etc.

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. 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. 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. Marketing Mix – Place Strategy supermarkets convenience stores independent food stores discount stores multiple grocers vending machines direct sales

36. Export Potential Cindy’s part on Export potential (1min30)

37. Conclusion Jean-Louis’ conclusion and call for questions