This document discusses marketing strategies for two competing beverage products: Bubble Buzz bottled bubble tea and Hot Ice Tea. It analyzes the target market segments for each product and identifies Generation Y aged 10-29 and consumers of all ages as key targets. Marketing objectives include improving market presence for Hot Ice Tea by 20% and gaining market share from competitors PepsiCo and Coca-Cola. Positioning concepts for Bubble Buzz emphasize being bold, original, and different. The document recommends new product innovations and leveraging Coca-Cola's brand awareness and global partnerships to attract consumers worldwide.

1. PROJECT ON MARKETING EVALUATION OF MARKETING APPROCHES OF TWOCOMPETING PRODUCTS

2. PRODUCTS IN DIRECT COMPETIONHOT ICED TEA

3. NATURE OF BUYING IN THE MARKET“Bubble Buzz” will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging. This will be a convenient product which will be readily available to quench the thirst of our customers and will also give the nutritional benefits of Tea. The main characteristics of this product will be the hot and cool nature of the product i.e. it can be served as a hot drink as well as a hot drink; in both way it will give the same satisfaction to the customer and there will be no weather constraint for this product and it can be used through out the year.

4. BUYING BEHAVIOUROn his way to school, Sunil knows he is thirsty and he feels the need for something very refreshing. He stops at a convenience store next to the school. Standing in front of all the choices in the beverages aisle, one particular bottle catches his sight. And he instantly recognizes the brand. He knows that this is a bottle of Bubble Buzz, Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of PEPSI is Coke.When they motivate to any other brand or on PEPSI it’s in instinct basically that based on messages derive certain feelings.

5. BUYING Role………..because not only does his other friends often drink it, but he also heard them talk about this brand new product that Coca-Cola just launched. He also previously saw Bubble Buzz ads when he surfed on his favourite websites. He grabs a bottle, and takes a closer look at the nutritive information label. He is very pleased to see that the new drink is more nutritive and definitely healthier than the other soft drinks that were available on the shelves next to it.

6. MARKET SEGMENTSSegmentation variables and breakdowns for consumer market of Bubble TeaVARIABLESRegion Nationwide (all provinces and territories) with emphasis on urban / metropolitan areas, and adapted strategies for all geographical groupsDensityUrban, suburbanAge10-29 years old (teenagers, studying age and young adults)GenderMale and FemaleIncomeAll under $30,000OccupationStudents; new graduated; new workers; young professionals

7. MARKET SEGMENTS cont…Elementary 4th grade, High school, CEGEP and UniversityRaceAll: Asian, Black, White, Native; other; with adapted strategy for Asian consumers already familiar with Bubble TeaHome ownershipRenting apartment/condo, living with parents(Highly discretionary in personal spending)PersonalityBrand conscious, anchored in popular culture, inclined for differentiation and sophistication, very tolerant towards multiculturalism and internationalism (open-minded), quick maturation with modern productsLifestyleMost of them dependent on parents, no major responsibilities, highly influenced by peer groups, active life, importance of school, work and social lifeBenefits soughtCOMMUNICATION BENEFITS-Nutritional information-Informational text on history of productFUNCTIONAL BENEFITS-Healthier than soft drinks-Convenient, easy to take outPERCEPTUAL BENEFITS-Quality/Premium price-Social standing/good-lookingUsage rateSeasonal (peak in summer), daily-basis, weekly basisUser statusNon-user, regular user (current user through existing bar-shops)Loyalty statusNone, medium, strong

8. MARKET SEGMENTSSegmentation variables for consumer market of Hot Ice TeaTYPEVARIABLESPARTICULARSWorld region or country Nationwide (all provinces and territories) with emphasis on urban / metropolitan areas, and adapted strategies for all geographical groupsUrban, suburbanClimateNorthern southern eastern westernAge12-19,20-34,35-49,50-64,65+GenderMale , FemaleFamily size1-2,3-4,5+Family Life CycleYoung ,single married under 18 olderIncomeUnder 10,000 and over 100,000OccupationProfessional ,proprietors, clerical sales personsEducationGrade school or less high school ,graduate and aboveRaceAll (Asian ,Hispanic, black ,white)GenerationGeneration ySocial classWorking class, middle class, upper middle class, lower uppers ,upper uppers Life styleAchievers and striversPersonalityCompulsive ,authoritarian gregarious, ambitious

9. Target MARKET cont…OccasionsRegular occasion and Special occasionBenefitsQuality, convenience, nutritional User StatusNon-user, regular user, first time user Usage rateLight user , medium user , heavy userLoyalty statusNone , medium , strongReadiness stageUn aware , aware ,interested , intended to buyAttitude towards productPositive, enthusiastic , indifferent

10. MARKETING STRETEGY

11. DECISION MAKING PROCESSCompany is centered on these objectivesWith the expected growth of the billion dollar ready-to-drink ice tea market, Hot Ice Tea is poised to capture a bigger share of the market with an aggressive marketing strategy: from packaging to advertising. Short Term Goals: Improve market presence by 20%Improve PackagingImprove Shelf PresenceLong-Term Goals:World Number One ready-to-drink ice tea Product InnovationPepsiCo /coca cola must continue its innovative research and development strategy to come up with new flavors and products. PepsiCo has extensive research facilities on product improvement. The company can use its resources and professional expertise to come up with new flavors that will suit the continuous demand for healthy ready-to-drink hot ice tea. With aggressive marketing strategy and product positioning, Hot Ice Tea is ready to take the global lead in ready-to-drink tea industry.

12. INFLUENCES

13. WHO ARE THE DECISION MAKERSBehavioralsegmentation

14. WHAT ROLE THEY PLAY

15. POSITIONING OF THE PRODUCTSConcepts:“Think outside the bubble”: Be Bold, Be Original, Be Different, Be Yourself.

16. “A good spirit in a good body.”

17. “For the out-of-the-ordinary individuals who like to challenge themselves.”