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Industrialization impacts on the environment
Industrialization impacts on the environment
Industrialization impacts on the environment
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The goal of my work is to devise a plan for marketing Food Lion brand Seltzer Water to
consumers and restaurants as an alternative to sodas/soft drinks. As the number of people in
our country that are diagnosed with health issues, such as diabetes, continues to increase, the
need to limit the consumption of sugary sodas has been a hot topic. Many people have
switched to diet sodas, which are now experiencing bad press due to their use of artificial
ingredients such as aspartame. Seltzer Water has many of the satisfying qualities of soft
drinks, such as the fizz and various flavors, without many of the bad qualities associated with
soft drinks. Seltzer Water has long been marketed as a mixer to be added to various types of
alcohol in the preparation of cocktails. My goal is to show its benefits as a soft drink substitute,
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instead of as an additive to an alcoholic beverage.
The first step is to create a model of buyer behavior that would encourage consumers to buy
Food Lion brand Seltzer Water as a soft drink alternative. Our marketing stimulus would
include the 4 P’s of Marketing (Ferguson, 2017): product, price, promotion and place.
- Product: Food Lion brand Seltzer Water.
- Price: The product is priced at or slightly below the retail price of a 12 pack of Coca Cola or Pepsi.
- Promotion: Seltzer water can be a healthy, refreshing alternative to soft drinks, without the negative health effects. Food Lion often puts the product on special, buy two get one free, which makes it an affordable alternative.
- Place: the product can be purchased in any Food Lion Store.
The target result would be to have a buyer’s response, that would attract those customers who
might be more health conscious than the average customer, yet still careful not to overpay for a
product. Since the item is stocked in all Food Lion Stores, the hope would be that once a
person started buying Seltzer Water, they would buy it
frequently. Written Assignment Week Two 3 The second step would be to target organizational buyers, in our case, those for whom we are hoping will buy the product for their restaurants. Organizational buyers are somewhat different than consumer buyers, since their goals are more focused on the needs and wants of their customers, than their personal choices (Berger, J). An organizational buyer would be looking for a quality product that would fit their budget and would result in achieving a target profit margin. Again, using the 4 P’s of Social Marketing, for an organizational buyer: - Product: Food Lion brand Seltzer Water - Price: A can of soda would cost approximately .25 per can, but could be sold for 1.49 a can, with a profit margin 500%. - Promotion: Promote the product as a cold, refreshing, healthy alternative. - Place: Offer the product in local restaurants. Once the product was placed in various restaurants, the goal would be to work on a marketing plan that could be used at each establishment. A common challenge when selling products to restaurants is finding a marketing plan that will work in various settings (Beckwith, 2012). As with any successful marketing plan, it is important to be able to influence the opinions that consumers have on a particular item and the ways in which it can be used.
The aim of this report is to examine Innocent Drinks position within the market and to see how their position of strength can be built upon, both in the current market and any potential new markets.
In today’s world even with the economy suffering and individual income declining, the food industry is still up and running. Chain restaurants, mom and pop establishments, and fast food restaurants that are learning to market their products cheaper and more reasonable to the consumer are still going strong in the United States. They are offering healthier meals due to the consumer wanting to become healthier. They have their ups and downs like any business but are learning to give the consumer what they need and desire. That is the way restaurants keep their customer happy, by buying products from company like Sysco, Gordon’s Food Service, (GFS), and other restaurant suppliers. However; Sysco is the number one supplier to restaurants and hospitals, making them the most profitable company in the world (Sysco.com, 2011).
To alleviate this conflict Coca-Cola will need to reduce its effect on obesity and related health issues discuss above. The solution to reduce obesity and health related issues is to provide smaller servings and a product with fewer calories. The company has developed a strong tradition of creating programs and events to bring the spirit of the Games to consumers in Olympic host cities and around the world. Coca-Cola is intent on pushing away from the supersize drinks and back to the older, smaller sizes. It started experimenting with smaller package sizes, offering a 7.5-ounce minican that had fewer than 100 calories and retailed for an average of 50¢. Coca-Cola is test-marketing an all-natural stevia-based low-calorie cola called Coca-Cola Life. It’s already available in Argentina and Chile, and this fall it’s coming to the U.K. But it might have a rocky debut when it hits the U.S. This will allow Coca-Cola to continue to provide a profitable product and have a positive effect on the health issues. NEED
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
In this time of changing social attitudes towards health, it is a huge weakness to not offer diet alternatives such as Coca-Cola Amatil has done with Sprite Zero and Diet Sprite.
There was one group identified by the study which was worse than the convenience shoppers, however. The non-shopper, the most common group among students living on university grounds, though relatively small, at half the size of the convenience shopper group. This group is something of a nutritional nightmare, having worse dietary intake for calcium, dairy, fiber and fat than traditional shoppers. This group also was very likely to drink soda frequently, found to be as often as 5 times per
Water makes up 75% of human body. It is the most important ingredient in our bodies. Today many people ignore drinking water and concentrate more into the carbonated drinks. One of the main reasons I would think people drink more carbonated drinks (such as sodas and sport drinks) is because of the way a company hype up their products and use their marketing strategies to influence people into buying them. Many benefits come out of drinking water. First, it quenches one’s thirst much better than any carbonated drinks. Second, it keeps one’s skin clear and healthy looking. In addition, it protects the human body from several diseases. Many people choose drinking sodas and sports drinks than water because water does not have much of a taste and carbonated drinks are flavored and tasteful. I guess I am one of those people who has being caught on to the hype of the soda companies. I do not really drink much water I would say I barely drink two cups a day, but I know the how good water is for my body. So I am modifying my behavior by adding more water to my diet.
Verster, J. C., Aufricht, C., & Alford, C. (2012). Energy drinks mixed with alcohol: misconceptions, myths, and facts. International Journal of General Medicine, 2012(5), 187-198.
If you did a vote in one of your classes and ask the kids to pick between the sports drink or the water which one do you think the majority of the class is going to pick. I would say the sports drink is going to win. The sports drink has become a very popular drink and to many people it has a more appealing taste. It is necessity to stay hydrated while you exercise and humans need to know that there is certain time when the sports drink is needed and when water is more necessity.
Competition also presents itself in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Furthermore, premixed alcoholic drinks like the Smirnoff range form part of the competition.
The LIFT Water concept is a unique caffeine experience designed to appeal to college students and businesspersons looking for an alternative to coffee, sodas and energy drinks. LIFT Water offers a variety of uses and can be manufactured and marketed at a competitive cost.
Developing appropriate promotions so that customers has natural incentives to purchases more products. For instance, instead of urging advertising calls, bank tellers may recommend new services and products when customers come to the
Surveys have shown that sugar-sweetened beverages are the primary source of added sugar in our diets. According to a Coca-Cola history website, the soft-drinks’ bottle sizes have been enlarged drastically over the past 40 years, basically meaning that we are drinking more soft drinks than ever. As an example, half of the population in the US consume sugary drinks every day, in which about 25 percent gain at least 200 calories from these drinks. Sugary drinks are also the top calorie source in teen’s diets, increasing the risk of diseases such as obesity, diabetes and heart problems from an early stage. It is a significant factor that leads to obesity, so I believe resisting these sugary drinks and promoting healthier products could definitely assist the goal of elevating the number of a healthy
The first step towards positive customer engagement in FMCG market is getting to know customers needs in order to target the right customer group with the right marketing message and the appropriate marketing campaign. The direct approach to customer needs will help to create emotional experiences, which will result in repetitive purchasing actions (Magneto, 2013).
I am in favor of the schools only selling and giving out healthy drinks to students. If they do this it will help with childhood obesity. If they give out caffeine filled drinks, I will not be able to sleep at night and I will end up having insomnia. I am young and still growing, but if I consume too much caffeine it can effect my growth and body structure. The number one killer of people in America is heart disease. It can be caused by consuming too much soda. If a person drinks too much soda they can end up getting a kidney stone. A kidney stone is a build up of caffeine, more than likely if someone drinks too much soda they will get kidney stones.