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Marketing Presentation Final
- 2. Company Overview Strategic Focus Center Locations Organizational Chart Industry Analysis Competitor Analysis SWOT Marketing Mix Implementation Plan
- 3. Founded in 2005 -Headquartered in Tannersville, PA 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 year
- 4. STRATEGIC FOCUS Cabana Inc One of America‟s best marketer, producer and distributor of „Healthy drink‟. GOALS Successfully penetrate the already established and highly competitive soft drink market 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)
- 5. Center Locations Headquarter: Tannersville, PA Northeast West Southeast Southwest Open – 365 6am to 3am
- 6. Organizational Chart Cabana Inc CEO SVP SVP SVP SVP SVP SVP HUMAN OPERATIONS PRODUCTION FINANCE SALES MARKETING RESSOURCES REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL DIRECTORS DIRECTORS DIRECTORS DIRECTORS DIRECTORS DIRECTORS AREA AREA AREA AREA AREA AREA MANAGERS MANAGERS MANAGERS MANAGERS MANAGERS MANAGERS
- 7. Industry Analysis Competitor Analysis 2 Customer Analysis Part SWOT
- 8. Carbonated soft drink sales are slowing Consumer preferences and lifestyle changes ◦ Healthy ◦ Active Juice market represents 5% of non-alcoholic beverage consumption
- 9. INDUSTRY ANALYSIS Total US Beverage Consumption 2005 Carbonated Soft Drinks 1% 1% Bottled Water 4% 15% Milk 29% 2% Coffee 5% Beer 11% 9% Fruit Beverages* 11% 12% Sports Drinks Tea Wine Distilled Spirits All Others** Includes fruit beverages and fruit drinks; excludes powdered fruit * drinks and juices. ** All others include tap water, vegetable juice, powders and miscellaneous drinks.
- 13. CUSTOMER ANALYSIS 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
- 14. SWOT (Strength & Weaknesses)
- 15. SWOT (Opportunites & Threats)
- 16. Marketing Mix Product 3 Price Part Promotion Distribution Implementation Plan
- 17. MARKETING MIX PRODUCT Cabana Lime Cabana POM Cabana Orange Cabana Pom – 100% Pomegranate Consistent fresh lemon or lime A full day's supply of vitamin C. Juice taste without any mess, waste or About half of adults consume the inconvenience; 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. and nutrients Honey - Natural glucose and fructose
- 18. PRODUCT STRATEGY Brand personality: Energy, funky, cool, functional, original, funny, healthy. Benefits of Lime and Honey: The health benefits of lime include digestion, eye care, respiratory disorders, gums, weight loss, skin care etc. 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”.
- 19. PRICE STRATEGY Price strategy should consider the following aspects: Consumer demand The product life cycle Potential substitutes Cabana Lime Price 12 FLOZ : $0.50 Super Market Location Convenience Vending Restaurant Warehouse or Retail Purchased Store or Gas Machine or club Store Store Station 12 oz Serving $0.60 $0.50 $0.60 to $0.50 $0.50 $0.90
- 20. PROMOTION STRATEGY Objectives: To initiate strong awareness about Cabana Lime throughout Generation Y consumers as well as their parents. To win market shares over our top functional drinks competitors. 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 - mass media.
- 21. PROMOTION SCHEDULE Media selection: Television Radio Magazines Internet Outdoors Publicity Step Output Period of time Personal selling August to September 1 Radio spots July to September 2 Magazines ads June to Aug 3 Television spots June to September 4 Sample distribution May to September 5 Point of purchase May and September 6 Outdoors May to September 7 Public Relations May to September 8 Contest June to end of September 9 Publicity All the time 10
- 22. PLACE - DISTRIBUTION Supermarkets Convenience stores Independent food Distribution stores Discount stores Multiple grocers Vending machines Direct sales Customer Support
- 23. IMPLEMENTATION DATES Pre-launch preparation: Focus on organising resources to implement the Cabana Lime. Go / No-Go stage: should we continue product implementation ? Launch: 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.
- 24. Q&A