Running head: MARKETING PLAN
Marketing Plan: Acai-A-Vie Soft Drink
October 28, 2010
Acai-A-Vie soft drink is an organic berry fruit juice made into a soft drink. It is full of antioxidants and contains not only an exclusive blend of the powerful acai berry, but also contains nineteen other nutritious fruits. Each of these fruits provides the body with the antioxidants to maintain a healthy lifestyle. Whole Foods Market is a specialty organic health food store located all over the country as well as in Canada and in the United Kingdom. This paper will introduce, offer and launch the Acai-A-Vie soft drink to Whole Foods Market. Whole Foods Market is planning to reposition the product and make it available in their store shelves and possibly in the future expand the product to other countries as well. The situation analysis for Acai-A-Vie soft drink is that Acai-Blend Juice’s strongest competition is presented by large discount/membership stores; Costco and Sam’s Club. According to their websites, they are selling drinks that claim to be produced from up to ninety percent of the Acai fruit such as the Braz A Vie distributed by Costco or Frut A Vie that can be found at either Costco or Sam’s Club for approximately seventeen dollars for a twenty-five ounce bottle (Costco, 2010), (SamsClub, 2010). Another competition that is present is the internet. With the advances in technology, consumers are now able to shop and compare prices online from different vendors. Costco and Sam’s Cub alone can destroy any possibilities for Acai-A-Vie soft drink’s success due to their reach through their member-based clientele and large quantity purchases. The use of technology is the next best option: the Internet where consumers can find bargain prices for equal or similar products. Any of these or a combination of them can ultimately be the worst competitor that Acai-A-Vie soft drink would face. The strength is that it offers...
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