Chami Coomasaru Marketing Department, Carlsberg-Tetley James Day, Spencer Lee Sales Department, Carlsberg-Tetley
Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this analysis, Two Dogs (the current number two in the sector) was selected as the main competitor product. Using the mix map model, identiﬁes by empirical research short-falls regarding the four Ps, which then became the focus for attack in the promotion of Lemonhead. Shows the short-term strategy of replacing the current number two to be successful in achieving the long-term goal of becoming the market leader.
This case study is in the form of a plan which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For the purpose of analysis, Two Dogs (the current No. 2 in the sector) was selected as a direct comparison and a benchmark for improvement. Currently, the entire alcoholic lemon drink or “alcopop” sector is valued at £60 million and growing by 20 per cent. (Market research statistics, August/September 1995). Our target market is predominantly “funloving” 18-24 year olds. The two major objectives of the case are to attack Two Dogs and become No. 2 in the market within six months and, once established, we want to then be challenging for the market leader position within 12 months. To reinforce the need of a new product launch, we approached our target market and asked them what they wanted through a questionnaire survey Our ﬁndings showed us that . there was a genuine need for Lemonhead and indicated what variables had to be incorporated into the elements of the marketing mix: • Product – high taste/high image. • Price – high premium/high value. • Promotion – high media/high merchandising. • Place – high pub and clubs/high retail. It is apparent, from our analysis,
References: 5 McCarthy, J., Basic Marketing, Irvine, 1974. 6 Kotler, P., Marketing Management: Analysis, Planning & Control, Prentice-Hall, Englewood Cliffs, NJ, 1988. 7 Guthrie, S., “Leader”, Off Licence News, 14 January 1996. Further reading Baker, M.J., Marketing, Macmillan, London, 1981