Strategic Launch Plan for Energy Drink
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ScribdTranslationsStrategic Launch Plan for Energy Drink
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STATEMENT OF THE PROBLEM
Energy drinks begin their history in Austria, the country where
were invented in the mid-1990s. Since then, hundreds
brands have emerged worldwide capturing the attention of the
consumers who find different benefits in their content, the
which are used with the purpose of effectively developing activities
specific in their lives or simply to achieve a feeling outside of the
currents in your body.
A recent study conducted in the United States shows that the
brands are focused on a different audience than the one that actually consumes them.
This can be easily highlighted in the city of Caracas, upon seeing that the
the largest reference in the sector deepens its advertising and image in
extreme sports, but beyond this the drink is never observed in
fitness centers, on the contrary, is an essential in the
long-lasting and high-emotional level parties and celebrations.
Starting from the fact that the drink and its content are poorly referenced, from
that a large part of the population refrains from consuming it despite
of wanting and needing their benefits and that brands really do not
they know their audience or at least do not stimulate it correctly, they
develop a project from which most can be satisfied
possible the needs of the consumer to achieve the sale in this way
of an energizer that will be launched to the market for its own consumers
of said product.
Also based on the fact that researchers are consumers of
energy drinks, it is possible to identify that a series of brands come into the
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market follow the same structure of existing products, created outside of the
country, which develop based on those populations different from the native one.
Early on, it is seen how these come out of the market and are not recognized by the
media users.
This situation evidently arises as a result of the failure to adapt the
drink to the population in which it will be launched, that is to say, the investor is not
taking into account the needs of the consumer has not been
selected a target segment to focus your strategies on.
Based on the results, it is recommended to develop a natural energizer.
made from fruits, offering a practical and resealable packaging, in
liquid and pulp presentation with flavors different from the traditional ones, to put in
customer's arrangement of the drink mainly in training places due to
through vending machines.
Clearly, the need comes from investors towards the market of
consumers from the city of Caracas, who are looking to launch a drink
to energize you to succeed, that is to generate sales that provide
stability and profitability and also be valued by consumers.
GENERAL OBJECTIVE
Develop a strategic plan that allows for the market launch.
from the city of Caracas, an energy drink available in presentations that
They meet the needs and desires of the target market.
SPECIFIC OBJECTIVES
Choose a market segment to define the target audience.
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Define a product strategy.
Determine the communication strategies.
Propose a distribution strategy.
Develop a pricing strategy.
JUSTIFICATION
The evolution towards a society of abundance forced companies
to increasingly align with the desires and needs of the consumer
and to seek the necessary information for the development of a policy and
marketing strategies that can be accepted by the market.
A few years ago, the situation was simpler; the markets were
little refined, there was little variety, and the consumer or client was not very
demanding, companies created a product and the market bought it, it was
the company that determined the product and the market adapted, but
those times are now very distant, these days the consumer is very
informed, is very demanding and benefits from greater competition among
companies and activities, the tactic has changed, one must know the
consumer and give them what they want, nowadays this is taken to the extreme and the
even the smallest piece of information about the consumer is worth a lot of money and
it is a very precious asset.
It is for this reason that the present project seeks to generate a
assertive product launch so that it meets its
committed as satisfactory and therefore its approach in such a way that, the
Consumers should educate themselves regarding the consumption of energy drinks.
Hello, the consumer market must be part of short-term planning.
and long term of any organization, since the success of a business is
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based on satisfying the needs and desires of its customers.
In the end, the more the entrepreneur knows about the market they plan to
to penetrate, or in which it is already unfolding, the greater its opportunities for
reach the desired sales volume, satisfy the needs of its
clients and at the same time to achieve the goals of the organization.
LIMITATIONS
The project will be valid during the period of time in which it is carried out, with
the data provided by the company at that time, due to
There may be changes in the company's finances or in the markets
international
The base information is the one provided by the company, as of the start date.
of the project, and its projections are based on it, any
Change or time, I would modify the financial figures.
The decision to implement the developed project is up to
discretion of the project associates or entrepreneurs who wish
to invest.
Due to the partners' policies, the disclosure of real names, some
figures and certain information that they consider important to safeguard, no
they will be mentioned in this project.
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The investment will be up to 49% of the company's capital, it cannot be more.
this is because the associates do not want to lose their majority to avoid falling
in risks.
SCOPE
The viability of the presented project will be determined, its profitability, its
advantages, and its investment amount.
The inherent risks are analyzed to avoid destabilizing the
market.
A strategic plan will be defined so that the project is completed on time and
form.
Achieve the projected profitability for the share buyback at the end
of the project.
Achieve market leadership in the United States.
SWOT ANALYSIS OF THE PRODUCT
Strengths:
Unique products and first in their category
Innovative products
Competitive price
Long duration
Flexibility of the concept with trends and needs
Possible extensions of the functional beverages portfolio
(Tension, Sexual Power, Tobacco Habit, among others).
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Weaknesses:
Imported raw materials.
Lack of understanding of sales behavior
Lack of knowledge of the concept by the consumer
Little knowledge of functional beverages.
Opportunities:
Market with high growth potential and little exploited (few
competitors
Expand markets through our partners in other countries.
Threats:
Entry of a new competitor
Restrictions on the importation of raw materials
Exchange control
Fall in purchasing power.