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Mid term paper marketing 300

Mid term paper marketing 300 - ,Praisye1 JackedUpCompany...

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08/14/2011 Jacked Up Company  Product Launch for “Tutti Fruitti ” Fruit flavored drinks. Prepared for the Management Team By Praisye Prayanste Sandy Mid Term Paper – MK 300 by Sandy, Praisye 1
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08/14/2011 Purpose The purpose of this analysis is to support the promotion of the new drink from jacked up  Botteling Company, in Indonesia. The new drink will be called “Tutti Frutti”. This product  is similar with Buavita. Buavita  is a  brand of fruit based drinks in Indonesia (wikinvest).  Indonesia has emerged as one of the rapidly growing food and drinks industry in the  South East Asia. From the annual growth rate between 2004 and 2009, the market of  soft   drinks   in   Indonesia   increased   at   7.2%   (datamonitor).   Also,   The   International  Euromonitor   Research   on   softdrink   reported   a   sales   volume   growth   on   fruit   and  vegetable juice and tea respectively at 54 percent and 44 percent for the period 2005 to  2009.  According to T he Soft Drink Association of Indonesia (Asrim), They expect the  market of ready-to-drink tea to grow by 7.5 percent nationally to 1.67 billion liters in  2011 compared to 2010 at 1.55 billion liters.  Target Market Analysis Jacked up Botteling Company realizes that in Indonesia it is a great market for ready to  drink beverages. In order to make this new product successful in the market, Jacked up  Botteling Company made a marketing plan, by targeting a smaller market and analyzing  more. In this target market analysis we will break down the buying market into smaller  Mid Term Paper – MK 300 by Sandy, Praisye 2
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08/14/2011 segments like; Geographic characteristic, demographic characteristic, psychographic  characteristic and behavior. Geographic characteristics:     Tutti Frutti will be available through mini market, supermarket, cafeteria at school and  street vendor all around Indonesia. Demographic Characteristic:     For this demographic segmentation, Jacked up Botteling Company will break this down  to the smallest level, such as age, gender, and income. Age  The group of ages that Jacked up Botteling Company will be targeting for “tutti frutti” is  family with children approximately around 2 -14 years old. This is because Indonesia  has more than 76 million children, the fourth largest child population in the world  (savethechildren.org) and 27.3% population in Indonesia are children between ages 0- 14 years old (The world factbook 2011).
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