MKT 291- Final Snapple Organic MKT Plan Paper

MKT 291- Final Snapple Organic MKT Plan Paper - Table of...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Table of Contents Executive Summary pg. 2 Objectives pg. 3 Research pg. 3 Situation Analysis pg. 4 Demographics pg. 4 Consumer Trends and Needs pg. 4 Economic Trends pg. 5 Competition pg. 5 Technology pg. 6 Legal/Regulatory Factors pg. 7 S.W.O.T. pg. 7 Marketing Program pg. 9 Segmentation pg. 9 Positioning pg. 9 Points of Difference pg. 9 Benefits of Stevia pg. 10 Product pg. 11 Price pg. 12 Place pg. 14 Promotion pg. 15 Financials pg. 16 Break-Even Analysis pg. 16 Sales Forecast pg. 17 Implementation pg. 17 Plan pg. 17 Evaluation and Control pg. 20 Goals pg. 20 Contingency Plan pg. 20 Citations pg. 22 Appendix pg. 23
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 Mission Statement Snapple Organic will provide a quality product to both our consumers and society as a whole, at a fair price without giving up customer service, customer satisfaction, and with no damaging effects to the environment. Executive Summary Our product we are choosing to produce is Snapple Organic, a bottled tea sweetened with the natural stevia extract. Using the stevia extract as a sweetener, the Dr Pepper Snapple Group will be able to target the health conscious consumers and focus on a healthier product angle. Stevia extract is also sweeter than traditional sugar and will give our product a unique taste to traditional bottled teas. Our line will start out with five different flavors to reach specific consumer needs. The product will begin in a smaller market setting in two specific regions, the North East and the West Coast. Snapple Organic is aimed at women and other demographics that tend to favor teas and are health conscious. The marketing plan for Snapple Organic is focused on the natural benefits of using stevia extract as a sweetener. We plan to sell the stevia-sweetened tea at 80 cents above the traditional Snapple tea price because the sweetener is more expensive and organic ingredients cost more. The firm we plan to obtain the stevia extract from is the Whole Earth Sweetener Company LLC. We will bottle Snapple Organic in a glass bottle, similar to the traditional Snapple products. The advertising used will be through television and magazines, to help us reach our target market. We believe a stevia-sweetened bottled tea will be successful in the market and we have made a one-year implementation plan to put our product on the market. The goal for our product is to see economic and financial growth for the company and further our mission to bottle the best stuff on earth.
Background image of page 2
3 Objective Snapple Organic will provide health-conscious consumers with a no-calorie, organic tea with recognizable, existing Snapple flavors. The product will be an asset to the product offerings of the Dr Pepper Snapple Group and will help to further compete with other brands. Snapple Organic is a pioneer, being the first organic tea to use stevia extract as a sweetener. The new product will make existing Snapple consumers feel healthy and good about themselves, as well as provide a product for new customers that are health-conscious to enjoy. Research
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/15/2011 for the course MKT 291 taught by Professor Brandabur during the Fall '08 term at Miami University.

Page1 / 26

MKT 291- Final Snapple Organic MKT Plan Paper - Table of...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online