The paper “ Devita Energy Drink - Modes of Promotion, Marketing Mix, Market Segmentation, Target Group, and Competitive Advantage” is a delightful example of a case study on marketing. The Product that we have decided to launch is called Devita. Devita energy drink is meant to improve the consumers’ alertness and activity level. Through research, the market has been found to have a gap in which the consumer is not satisfied with the products that are offered in the market. The role that I play in the group is to research on the market of the product that we are to launch.
There are different researches that I intend to carry out which include product research, market research, price research, promotional research and distribution research. The researches are on the basis that they will address all the channels and intermediaries before the product reaches the consumer. Also, consumer behaviour should be addressed so as to ascertain the consumption and the success of the product in the highly competitive market. Reducing buying behaviour means that the product is either not frequent or it is very expensive. Product ResearchA habitual buying behaviour means that the product is satisfying the needs of the consumer.
Product research is meant to evaluate the acceptance of the proposed new product in the market. It should make comparisons regarding the other competitors' products. Product research also studied the packaging and the various designs of the competitor’ s products, the analysis of the future market share of the competitors’ products, test analysis of the product and the evaluation of the performance of a new the product. Price research is meant to test the flexibility of the demand in the market.
It should give a full analysis of the costs that are likely to be incurred and the likely profit margin of this new product. The price research should also give an in-depth knowledge of the consumer perception of the pricing, loyalty and quality. Distribution research is meant to give solutions to the location and the design of centres of distribution. It further should provide a breakdown of the transport, supplier and advertising requirementsModes of Transportation/Promotional ResearchThis means that the expenses associated with different modes of transportation and warehousing are recognized.
Promotional research should give an analysis of the effectiveness of the various types of advertising used, the effectiveness of sales endorsement, the role and value of sales representatives and other valuable and successful promotional methods. Market research is to be carried out to analyse the potential of the market in the energy drinks line. Brown E. (1925 It give a forecast of the sales by the new and existing products in the market, the quality of the intended market, the trend in the energy drinks market, the market distribute by the other competitors and establish the untapped potential market and target market.
This research criterion was arrived at because it is exploratory in that it gave ideas of the market and the market insights. It is also descriptive in the sense that it showed the relationship that existed between the market and other variables. This gives a basis for further research and investigation. The research also gives a casual relationship effect based on the relationship between the market variables.