A NEW DRINK "SLOW COW", OFFERS CALMNESS
AND RELAXATION, CAN IT FIND A SUCCESS AS A
NICHE ALTERNATIVE TO ENERGY DRINKS LIKE
RED BULL IN UK?
Module Code: MG 3123 (Final Project)
Student Number: 0837185
Department: Brunel Business School
Degree: Business and Management (Marketing)
Supervisor: Dr May Seitanidi
Submission date: 9th March 2010
Word Count: 9200
First and most importantly I would like to thank all the participants who took part in my data collection and professional people who helped me in the primary research, without them the task would have been extremely difficult to complete. Secondly I would like to thank Dr May Seitanidi, who has guided, supported and encouraged me with great advice right at the beginning of my project, she was an excellent mentor. I would like to thank my family members for the endless amount of support and encouragement throughout the times of pressure and a special thanks to my most important friend Siraj Patel for having faith in me, encouraging, helping and supporting me throughout the project.
Last but not least I would like to thank the one who gave me courage and brought me this far ‘Allah’, I thank you God for providing me with willpower to tackle the most valued year in my studies.
Purpose This report discusses the progress of the Slow Cow brand and evaluates the anti-energy drink market, using both primary and secondary research, to find the most successful strategic marketing plan for a new product.
Literature Review – This section assess the different stages of the marketing plan and which according to the nature of Slow Cow, would be the most successful marketing strategies to launch a new product in to the same market.
Methodological approach – For primary research, this includes Questionnaire, Concept testing and screening model. This report will investigate the aspects of the marketing mix which are appropriate to design the promotional campaign. Secondary research will be used to analyse the best way to which these marketing mix aspects can be optimised for success.
Findings and Discussion – Key findings include the assurance that the launch for a new product is both feasible and desirable. The most relevant theories have been analyzed in this part.
Research limitation – This research is limited in terms of sample size and area which does not represent the whole population of UK. Above all it mostly compares with Red Bull and does not incorporate the newest discounter range introduced as a fight back to discounter retailers.
Aims & Objective
2. Literature Review
2.1 Marketing Planning Process
2.2 Marketing Audit
2.3 Marketing Strategies
3.2 Primary Research
3.2.1 Screening Model
3.2.2 Concept Testing
3.2.4 Pilot Testing
3.3 Alternative Research
3.4 Secondary Research
3.5 Ethical Consideration
3.6 Limitation of Research
4. Findings & Discussion
4.2 SWOT analysis
4.3 PEST analysis
4.4 Marketing Segmentation
4.5 Marketing Mix
5. Conclusion & Recommendation
7.1 Appendix A
7.2 Appendix B
7.3 Appendix C
Contents of Figures
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