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Marketing Plan - Defender Vitamin Beverage Alternative

Essay by   •  August 21, 2011  •  Research Paper  •  4,494 Words (18 Pages)  •  2,105 Views

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One-Year Marketing Plan

Defender Vitamin Beverage Alternative

Pro-Health, Inc. Chicago Marketers

Table of Contents

1. Executive Summary................................................................................3-4

2. Product Introduction, Description, Target Market

a. Product Introduction, Description.........................................................5

b. Target Marget..............................................................................5-6

3. Strategic Initiatives

a. Financial Goals...............................................................................6

b. Non-financial Goals.........................................................................6

4. Situational Analysis and Competition

a. Situational Analysis.......................................................................7-8

b. Positioning Statement.......................................................................8

c. Competition..................................................................................9

5. Strategies and Tactics.............................................................................9-10

6. Marketing Program

a. Product/Service.........................................................................10-11

b. Place..........................................................................................11

c. Price..........................................................................................11

d. Promotion................................................................................11-12

7. Breakeven Analysis, Promotional Plan & Sales Goals

a. Breakeven Analysis..................................................................................12-13

b. Promotional Plan.......................................................................13-14

c. Sales Goals..............................................................................14-15

8. Product/Service Evaluation........................................................................................15-16

9. References............................................................................................17

DEFENDER

Executive Summary

Defender is a sports drink that is fortified with vitamins and minerals to supplement the needs of hardcore female athletes, weekend warriors and everyday stay in shape moms. Defender supplements the daily needs of those individuals through a flavored water beverage marketed directly to the female population. Through product differentiation and skilled marketing we plan to market our product to major metropolitan areas (Chicago, Milwaukee, St Louis), and differentiate our product as a women's sport supplement. Our product will be superior in taste and health benefit to our current competition. Financially we plan to obtain 2% profit in first full year of operation with a quality product at competitive pricing.

Our product has internal strength of a great differentiation niche of serving only female athletes, a focus on health benefits and highly determined and skilled professionals within our organization to fulfill our mission. Although our sales growth has been slow due to our focus on profit, our drive to provide consumer what they need and requires additional top management we continue to believe in this product as a break-out success. The environment presents many factors that support this belief including the fact that there is no direct competition, the growing media attention to women's sports and the trend to a higher health consciousness of female athletes and every day moms. There will be challenges to our product including invasion of our market niche, potential loss of product identity in flooded market and loss of market share to "fad" phenomena.

Our positioning statement is very clear in our aim:

Defender, the new beverage alternative nutritional supplement that comes in many flavors, as well as packets for mixture in your favorite drinks, to assist females experiencing effects of low energy availability.

Our direct competition includes VitaminWater, SoBeLife Water and Propel Fitness Water. All of our competition has a similar vitamin and mineral supplement. In addition our competition is marketed in multiple flavors and low in calorie which virtually no artificial ingredients. Each competitor markets their product in unique ways to capture market share. However, Defender will be the only product on the market that will be directly targeted to the female athlete that requires high dietary supplement with low calorie and virtually no artificial ingredient.

We have specific goals and tactics to obtain those goals for the Defender product We plan to obtain a major Midwest market share by working with the dominant supermarket chains in those metropolitan areas. We also aim to create a strong market awareness by 2012 of our product with young females by developing a catching bottle and logo, creating fun active advertising, and providing free samples of our product at sporting events. By developing a strong message which we will deliver to using direct sales calls we will create additional product awareness combined with a strong promotional mix to the health care market. Close monitor do costs and sales will help us to reach our operating profit goal of 2% in first full year of operations. In addition our aim is to be competitively priced at less then $2.00 a bottle by saving on both packaging cost and shipping.

Our marketing plan will have as a target market both hard-core and casual females athletes that will want to supplement their daily intake and rigorous demands of an active lifestyle with a tasty flavored water beverage. Defender will be available

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