Marketing Plan 2014 - Final Project Intrax
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Transcript of Marketing Plan 2014 - Final Project Intrax
Marketing Plan 2014Final Project Intrax
Lizandra Diani TellesSeoyeon Jeong
Yuto Takeda
INDEX1. Background
2. Strategies and tactics
3. Target Market Segmentation
4. Marketing Mix Strategies – 4Ps
5. Detail of Promotion
6. Conclusion
Sparkling water with flavor for kids
Kids WaterKids Water is a extension product by
Nestlé Company
Nestle’s Drinks
Opportunities for Kids Water
People are worrying more about health
Developing a new childcare brand in water market
There are many competitors. But they all target adults
Sparkling water market is growing rapidly
Comparing both growth rates
4%7%
16%
34%
2011 2012
the whole market sparkling water
Sited from; http://www.forbes.com/sites/greatspeculations/2014/01/14/coca-cola-eyes-growth-in-the-sparkling-bottled-water-market/
private label
25.6%
Ice Sparkling
19.4%perrier14.7%
san pellegrino
12.4%
la croix6.4%
crystal geyser3.3%
topo chico3.1%
poland spring2.5%
cascade ice
2.4%
arrowhead2.2%
others8.0%
2013 bottled sparkling water market share
Each retailer makes private brand product
The competition
Major water companies, Coca Cola and Pepsico joined competition
from last year
Sited from; http://www.bevindustry.com/articles/86818-sparkling-water-outpaces-bottled-water-category
sparkling ic
19.4%
Nestle19.4%
San pellegrin
o12.4%La croix
6.4%
crystal geyser3.3%
Topo Chico
3.1%
Cascade Ice
2.4%
private label
25.6%
others8.0%
2013 bottled sparkling water market share(individual company
9.6%
25.9%
15.6%
21.0%19.4% 19.4%
12.4%
25.6%
2012-2013 transition of market share
2012 2013
NESTLE is losing market share
The competition
Sited from; http://www.bevindustry.com/articles/86818-sparkling-water-outpaces-bottled-water-category
Sparkling water market has potential
Consumer accepts higher price
for sparkling water than still water
The price is higher than still water(In Amazon)
Still water• Nestle Bottled Water 24 bottles(16.9oz) $8.63
Sparkling water• Perrier water 24 bottles(16.9oz) $27.63
private label
25.6%
Ice Sparkling
19.4%perrier14.7%
san pellegrino
12.4%
la croix6.4%
crystal geyser3.3%
topo chico3.1%
poland spring2.5%
cascade ice
2.4%
arrowhead2.2%
others8.0%
2013 bottled sparkling water market share
Each retailer makes private brand product
The competition
Major water companies, Coca Cola and Pepsico joined competition
from last year
Sited from; http://www.bevindustry.com/articles/86818-sparkling-water-outpaces-bottled-water-category
• To grab market share• Become market leader of sparkling water
market• Increase the sales of Nestle Company
• Marketing Development Strategy • To expand market share of bottled sparkling
water not for adults but for children
Objectives
Strategies
Target Market Selection
Characteristics
Location
Attitude
Family with young children(under 12)
In USA
The parents who take care of their children`s health
- minerals, potassium, vitamins and magnesium
PRODUCT <Kids Water>
• 4 Flavors
•Ingredient- NO added color・ transparent
- ZERO caffeine ZERO calories ZERO sugar
25%
26%37%
5%1%2%
4%
Why do you think so?
soft drinks contain chamicals
soft drinks have higher calories
water is betterr for health
bottled sparkling water contains chemicals
the taste of bottled sparkling water is not good
the sparkling sounds unhealthier
others
9%5%
86%
Which drink do you think is healthier?
soft drink
same
bottled sparkling water with flavor
Researched from Survey Monkey (84 people did)
PRODUCT <Kids water>
• Label Design
– “NO caffeine, NO sugar, NO calories”
– Put the information of ingredients on the label
• Trade Character
– Dolphin
Background color willbe changed depending on flavors
PRICE(Based on result of Survey Monkey)
12 =$16.20
18 24 =$26.40=$21.60
$1.501 =($1.35 each)
($1.20 each) ($1.10 each)
60
36
13
10
0
42
4
super market
convenience store
restaurant
wholesale
E-commerce
grocery store
others
Usually, where do you buy drinks?(in survey monkey & field study)
PLACE
People don’t want to buy many bottles and keep
them in the house
People demand to buy them quickly, conveniently in any
time
Intensive distribution is
best way for our product
(Based on result of Survey Monkey)
PLACE
SOFT DRINK
YOGURT
WATER
ICE CREAM
KIDS WATER
WATER
PLACE
Promotion
For parents
Advertising Public Relations
Personal Selling Sales Promotion
Website(including childcare
information)
TV-commercial(Negative-PR)
Taking Event(related to family)
Coupon campaign
Magazine(Introducing our
product)
trying taste event
(in supermarket)
PROMOTION MIX TACTICS
DonationFor children
Advertising• Focus on TV
– TV is and than other media(in morning and in night)
more trustworthy the most watched
Advertising• Focus on TV
– Negative PR – CM• Explain the differences between
soft drinks and our product
– Product Placement• Support TV-drama to show our
product on TV-drama
• Magazines– Trustworthy
– Only our target segment buy the magazine
website
Product information
Blog function
Web network(public relations and advertising)SNS
Other famous
Web holderExpand the access
PARENTS
advertising
advertising
Make the good image for us
Convey informationWrite the article
(related to childcare, soft drinks)
Put the linksto other website related to
childcare
Public relations
DONATION for children
Holding the event about childcare
Cocking class events
Gather the parents Invite the specialists and talk
about childcare
To gather the parents and support their childcare
GOOD ASSOCIATIONS FOR PARENTS
Personal selling & Sales Promotion– COUPON CAMPAIGN
• Cooperate with retailers
• Parents are taking care of the cost of living
– SAMPLE EVENT
• In super market
• In school cafeteria
TV45%
MAGAZINE5%
WEB
・SNS15%
event15%
donation5%
personal selling10%
Breakdown of budget for promotion
Conclusion
• Focusing on children and parents
• It can be our strength
• It is our differentiation
• This segment can be our heavy-half
Thank you
• http://www.sugarydrinkfacts.org/resources/SugaryDrinkFACTS_Ranking_AdvertisingSpending.pdf
• http://www.forbes.com/fdc/welcome_mjx.shtml• http://www.gcmarketingservices.com/index.php/2012/10/
product-samplers-sparkling-ice-promotions/• http://www.statista.com/statistics/188312/top-bottled-
still-water-brands-in-the-united-states/• http://econintersect.com/b2evolution/blog1.php/2013/09/
20/online-ads-lack-consumer-trust• http://www.bevindustry.com/keywords/2330-sparkling-
water• http://www.bevindustry.com/articles/86818-sparkling-
water-outpaces-bottled-water-category?v=preview