Liv Organic - Marketing Plan

Topics: Organic certification, Organic food, Marketing Pages: 30 (8943 words) Published: December 5, 2012

LIV Organic is a USDA certified organic sports drink designed for health-conscious athletes of all ages.

Executive Summary

LIV Organic is a USDA certified organic sports drink designed for health-conscious athletes of all ages.

Compared to competitors, LIV Organic is a healthier option that still replenishes electrolytes after exercise. LIV Organic is unique because it does not include artificial ingredients, caffeine, or high fructose corn syrup. These ingredients give the company a unique selling proposition. With the current obesity epidemic, sugar-added drinks are being portrayed as a contributor to childhood obesity. LIV Organic does not have the added high-fructose corn syrup that is a factor in obesity. For diabetics, sports drinks tend to increase their glucose levels. LIV Organic, however, has an extremely low glycemic index.

Our marketing objectives are to develop brand awareness among our target markets. While our current lack of brand awareness is a weakness of our company, we are able to help shape our own brand identity. Our five-year plan is to introduce our product into 25% of Maryland school districts. Additionally, we want to sell to 1% of the diabetic market in the United States (258,000 people). The main focus of these sales is to develop brand awareness among consumers.

For the school lunch market, school boards hold the final purchasing power. If LIV Organic is considered too expensive of a product, or not the healthiest option available, school boards can deny any potential sales to LIV Organic. When a district school board rejects LIV Organic, the product will not be available in that district at all. For the diabetic market segment, an introductory lack of brand awareness can hurt our firm. Consumers have traditionally considered sugary drinks as bad for diabetics because of their effect on glucose levels. The firm must educate diabetics on the benefits of LIV Organic and convince them to adopt a product they avoid.

While LIV Organic does have a unique selling proposition currently, their product is easily copied and has many substitutes. As health concerns grow and the demand for healthy products increase, the large, powerhouse competitors of Coke and Pepsi can easily replicate LIV Organic’s product. This future threat is also supplemented by the threat that substitutes for sports drinks are numerous.

Two target markets match well with LIV Organic’s appeals. School lunch meals and diabetics are the two target markets of the firm. School lunches are provided by each school district and are concerned with costs and nutritional quality of their product. For diabetics, LIV Organic does not increase glucose levels like traditional sports drinks.

To the schools boards, LIV Organic is positioned as the healthy sports drink for kids. The ingredients in the product allow this position to be taken. Additionally, the product will be positioned as low cost. For diabetics, LIV Organic will be positioned as the healthy choice that will not affect glucose levels.

For the school board district, we will offer low costs by providing fountain machines for purchase. Removing packaging will lower costs. LIV Organic will be sold through school districts to children and will promote to the school districts through a combination of push and pull advertising. For diabetics, the product will be priced normally and sold through our website. It will be promoted through online advertising to diabetic support websites.

Our product has a competitive advantage based on the ingredients it contains. Additionally, the product has been USDA certified as organic. The key to the product is conveying the appropriate benefits to the two neglected target markets. Table of Contents

Description of the Product ........................................Page 1

A. Marketin situation -...
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