Product Development and Marketing Mix

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Product Development
And Marketing Mix.
* Mountain Dew Product in Nigeria.

............. .

BY:Peter Isimhanze,

Tuesday, June 26, 2011.

Table of Content

Introduction………………………………………………………………………….1

Brief on Seven-up Bottling Company Plc………………………………………...3

* Company’s Product Mix………………………………………………..5

* Company’s Marketing Strategies……………………………………...6

The Product – “Mountain Dew”……………………………………………………7

Product Mix…………………………………………………………………………. 8

Suggested Strategies for the Product’s development/Growth…………………8

Conclusion…………………………………………………………………………. . 9

References………………………………………………………………………….. 10

INTRODUCTION
The focus of this Paper is to present a write-up on one of the products of a company operating in Nigeria. Seven-Up Bottling Company Plc is an example of a company which has successfully leverage on core competencies towards expansion into new markets while knowing when to exploit and/or minimise the risk involved in such undertaking and thus has been chosen for this assignment. The company, like any other one that is involved in the manufacturing of goods and services, offers products or brands designed to satisfy the needs and demands of its target market. In Nigeria, Seven-Up Bottling Company Plc offers its products under the 7UP, Mirinda, Pepsi, and Mountain Dew brands. Essentially, this paper looks at the introduction and development of the Mountain Dew brand of Seven-Up Bottling Company Plc into the Nigerian soft drinks market.

As part of the build-up, this introductory section provides the outlook and theoretical framework for this paper. In the quest for market leadership and competition, companies worldwide develop their core products into brands as an innovative way to leave a lasting impression on the memory of consumers on what the product is and who manufactures it. Brands are products or service which dimensions differentiate it in some way from other products or services (of competitors) designed to satisfy the same need. Today, branding plays important roles that improve not only customers’ lives but also enhance the financial value of firms. It offers a certain level of quality so that satisfied buyers can easily choose the product over and over again; this loyalty provides the predictability, and security of demand for the company and which can also be translated into customers’ willingness to pay a higher price than competing brands.

Business entities exist for the purpose of maximizing profit. To achieve this objective, goods and services are provided to satisfy customers’ needs as well as improve societal values. Product development plays an important role in organizational profitability. Since, companies come into being primarily to serve the consumers at a reasonable profit margin, they must strive to provide product offerings capable of satisfying the ever changing needs of customers. For a company to succeed in selling it products, it must ensure that there are sufficient and reliable strategies in place that guarantee the production/supply and marketing of the product to target market. Besides, production/supply of a product, companies must develop insightful, creative marketing strategies and plans for achieving its goals.

Although, it is possible to analyze the successes and failures of Seven-Up Bottling Company Plc in product mix development, it is necessary to reference the business culture and track record of the company in order to properly understand the strategic benefits and shortcomings of implementing a new product. The outline for this paper shall include;

* A brief on Seven-Up Bottling Company Plc – its history, organization, milestones, product mix and marketing strategies. * The Product - Mountain dew (one of the company’s products); when it was introduced, its Product Lifecycle (PLC) and recommendations on new strategies for growing the product....
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