Energy Drink Project for Marketing Management

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Siam University

IMBA GROUP

Instructor: Mr. A. Bhumiphat Gilitwala (Modi)

‘COME HOME TO NATURE’
Healthy Energy Drinks

Name Student Id Phra Lablu Barua 5317193008 Mr. Mushaf Rahman 5317192024 Mr. Ashraful Alam Siddique 5317192014 Miss Tanishka Mishra 5317193009 Miss Abha 5317193010 Phra Chheav Nuon 5317190010 Mr. Kamaljeet Singh 5317193012 Mr. Sunil Kumar Patel 5317193013

Table of contents
Acknowledgement………………………………………………………...3 Executive summary…………………………………………………….....4

Chapter 1: Business Environment/Situation Analysis………......................6 1.1 Introduction(Background of this Project and Business) 1.2 Company Profile
1.3 Proportion of Healthy Energy Drink Industry (Situation Analysis)

Chapter 2: Market Summary……………………………………………………………..8
2.1 Market Segment (Geographic, demographic, Behavior)
2.2 Market Needs
2.3 Market Growth

Chapter 3: Environmental & SWOT Analysis…………………………………………..10
3.1 PEST Analysis
3.1.1 Political Situation
3.1.2 Economic Situation
3.1.3 Social Situation
3.1.4 Technological Situation
3.2 SWOT Analysis
3.3 Competition Analysis with FIVE FORCES MODEL
3.4 Key Success Factors

Chapter 4: Marketing Strategy……………………………………………………………16
4.1 Vision Statement
4.2 Mission Statement
4.3 Goal
4.4 Marketing Objectives
4.5 Financial Objectives
4.6 Target Markets, Positioning, Marketing Mix, Marketing Research

Chapter 5: Marketing Organizational Plan……………………………………………….20
5.1 Control
5.2 Implementation
5.3 Contingency Planning

Chapter 6: Recommendation and Conclusion…………………………………………….22
6.1 Recommendation
6.2 Conclusion

References…………………………………………………………………………………22

Acknowledgement :

With reference to the learning we had in our Marketing management class, we were assigned to make a marketing project involving the steps we had learned in the class. We choose to make our project in the drink sector of Thailand market. We are highly thankful to our mentor and guide Dr. A. Modi for his guidance in the process.

Executive Summary:

Our company is a marketing firm established to push natural and hygienic products into the market with as social cause of helping people to make a better and healthier living.

Established in 2010 and located in Silom, our office is on 19th floor of Voravat building. With employee strength of 20 we have been successful in promotion of our goal. With 4 products in market already we have been doing good as compared to the expectations we have kept from us.

Within Thailand we choose to focus our study on the Bangkok region, looking into the drinks consumption pattern of individuals who reside here. A study was done using a questionnaire targeting the available people within Siam University and around. Members of the team visited the small and big marts to see the available drinks offered by different companies. A comprehensive list of companies was listed who deal in different types of drink targeting different market and consumption group.

From our analysis we found that there is a lack of drinks which can cater unanimously to taste, health & energy factors. So we engaged in talks with a production firm (name not mentioned for business Ethical reasons) for development of such a drink.

Some facts came up which were quite shocking to us being a new entrepreneur. Every company had a segment of the market catering to specific drinking needs of customer. None of them combined 2 or more needs to make the products giving more value to the customer. If it was aerated drink it was only...
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