The paper “ Last Chance’ s Juicy Drinks - Intensive Brand Development Strategy for Market Penetration into Asia and Australian Market" is a brilliant example of a case study on marketing. Last Chance Corporation is founded on a platform of change and a new way of doing things. The company has been in a competitive market where taste and preferences are very critical and have learned to outdo its competitors through quality management and appreciation of total product concept. The company has been in the soft drinks industry for more than 20 years and this earned the brand the necessary awareness in the market.
This brand report will analyze the next strategy for Last Chance to penetrate the lucrative Asia and Austria market where the soft drinks market has been in an endless and steady growth for the last 10 years. The company has been the market leader in the UK for the last 8 years is strategically prepared to face off with other soft drinks giants like Coca-cola and Schweppes. The company’ s strengths in the line of noncarbonated soft drinks and variety of tastes have been one of the core advantages but still the company’ s strategy in the Asia and Australian market depends on the market research and brand positioning in the market.
The report based on solid and efficient market research proposes a multidimensional market penetration and brand position strategy. The implementation of the report will enable the last chance in the launch of its Juicy soft drinks into the Australian and Asian markets. Overview of the organization and the brandLast Chance Corporation was founded in 1980 as the Soft drinks Company in London.
The company is associated with its variety of noncarbonated soft drinks and has been the market leader in the UK for the last 8 years. Other products of the company include Last Chance Sports and Last Chance Perfumes for the male gender. Last Chance intends to launch a new brand; Juicy drink for the Australian and Asian markets. The company’ s diversification based on its strong soft drink customer relationship eased the market penetration for the other sub-brands. Brand leverage concept actually worked well since most of the Soft drink consumers were sports fans and these facilities faster acceptance of the Last Chance Sports products and Perfumes.
The cornerstone of Last Chance’ s success in the soft drinks market is in its customer responsiveness and quality mechanisms. The company’ s appreciation of the new consumer demand requirements in the soft drinks market and producing a noncarbonated and nutritious product will facilitate faster market penetration (Moore, 1999). Most of the soft drinks associated with the Last Chance are known to be sweet, nutritious and non-carbonated. Last Chance’ s soft drinks have been associated with healthy living, great taste and used by great people.
Juicy drink brand being new in Asia and Australian market requires steady market research to identify the values and attributes needed in the brand in order to be accepted in the market. The brand strength is that the Juicy drinks are already being used in the international functions where most sports and foreign relations ambassadors of this market region have participated. Last Chance’ s Juicy drinks plan to leverage on its international acceptance of its sister brands of Last Chance and other strategies based on quality production and vigorous brand awareness program in order to penetrate the market.