Preparing a Marketing Plan to Launch a New Brand
You are the marketing manager responsible for launching an
innovative new product called V Fusion + Energy. See this web site for more
information.
You have a challenge to overcome in the marketplace. Nearly
2 in 3 people wish they had more energy, but 40% of consumers do not believe
energy drinks are healthy for them. Your Vice President of Beverage Marketing
believes this is an opportunity in the marketplace.
Your Vice President of Beverage Marketing has asked you to
prepare a marketing plan to launch this new brand in the U.S. market. She has
asked you to conduct research on the following:
Analyze the marketing environment, including the
macroenvironmental factors. Outline what environmental factors you should be
aware of and how you will adjust accordingly.
Perform a competitive analysis. Who are the firm’s
competitors and what is their positioning strategy for similar products? What
are their marketing tactics?
Using the segmentation, targeting, and positioning process
outlined in your textbook select your target market. Also, develop your
positioning strategy.
Using the market research process outlined in your textbook,
develop a research study to help you determine the pricing strategy for the
product. What research method would you use and why?
