Marketing Plan of Zero Green Tea

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PRINCIPLE OF MARKETING
- MARKETING PLAN -
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TABLE OF CONTENTS

Page
1.0 EXECUTIVE SUMMARY1

2.0 SITUALTION ANALYSIS3
2.1 Customer analysis3
2.2 Marketing analysis4
2.3 Competitor analysis5
2.4 Target market7

3.0 SWOT ANALYSIS9
3.1 Strengths10
3.2 Weakness12
3.3 Opportunities13
3.4 Threats14

4.0 MARKETING OBJECTIVES15

5.0 MARKETING STRATEGY17
5.1 Target marketing17
5.2 Marketing mix17
5.2.118
5.2.2 Price strategy21
5.2.3 Distribution strategy24
5.2.4 Promotion strategy24

6.0 FINANCIALS28

7.0 CONTROL29
7.1 Implementation Milestone29
7.2 Contingency planning30

Appendix A31
Appendix B32

1.0 EXECUTIVE SUMMARY

Giant soft drink Tan Hiep Phat Beverage Group Company ( THP Group Co.) has been facing an increase by 30% in non-gas product consumption demand per year and more than 50% consumers intend to switch to natural products, fewer-sweet products instead of gas products while these ones have been becoming saturated at that time. Consequently, it is working out the Professional Marketing Plan to help the business achieve its objectives more efficiently and effectively, and inevitably regain their iron first reign on the soft drink industry as Number 1 had performed well as before.

“Khong Do Green Tea” will be marketed as a unique ready-to-drink product while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7.3% over the next 4 years (711,333,530,900VND profits), while satisfying the needs of the still-unserved market for ready-to-drink Khong Do Green Tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the ready-to-drink products segment of soft drinks.

The Company will increase its market share through targeted advertising to increase the number customers who want convenience and are looking to have a drink of unique nature which will give them taste, energy and the nutritional benefits of tea.

COMPANY DESCRIPTION

Brief description of the company
The THP Group Company’s core undertaking is to benefit and refresh everyone it reaches. Founded in 1994, we are the Vietnam’s leading manufacturer, marketer, and distributor of alcohol, beer and beverage concentrates and we have produced about 20 beverage brands that make up for our portfolio so far. Our corporate headquarters are established in Binh Duong Province, Vietnam and we are holding local operations in over 50 provinces over the country. Our activities cover all sectors of the beverage industry. We are the leading player in ranking number one in value for the ready-to-drink tea sector.

Brief description of the new product, & strategic role in the future position of the company

“Khong Do Green Tea” will be a bottled beverage and will be positioned as the only ready-to-drink Khong Do Green Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (lime). 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. The strategic role of Khong Do Green Tea for THP Group Company is centered on three objectives:

- To stay at the forefront as the market leader in innovative product introductions and successful product launches; - To strengthen and satisfy the needs of the more adventurous Generation Y[1] consumers with a new eye-catching and...
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