The paper "Individual Brand Plan for Vitaboost Soft Drink" is a great example of a marketing case study. Following the launch of the Vitaboost Soft Drink brand by Last Chance Corporation, the company seeks to develop an effective brand plan that will enable it to successfully promote the brand in the United Kingdom market. This report presents a one-year brand plan that the company can use to build Vitaboost’ s brand equity and penetrate in this market. This report establishes that the target market for Vitaboost Soft Drink are consumers who are conscious about their health and would thus opt to purchase Vitaboost since it is highly enriched with Vitamin C and does not have preservatives, caffeine or chemical additives.
Moreover, this report proposes that, in order to effectively build Vitaboost brand equity in the market, Last Chance should continuously invent and reinvent its brand elements (logos, slogan and image) so as to appeal to consumers, implement an extensive brand awareness campaign and employ an integrated communication approach that maximizes on the use of television commercials, billboards, print media and internet platforms. Introduction Last Chance Corporation is an international corporation that has diversified its operations in the sporting apparel industry, soft-drink beverage industry and the male fragrance industry.
The firm intends to introduce a new soft-drink brand into the United Kingdom market. The new soft-drink brand is debuted as Vitaboost Soft Drink. Basically, Vitaboost soft drink is a new vitamin-rich soft drink manufactured and produced by Last Chance Corporation. As compared to other soft drinks in the market, Vitaboost is a unique soft drink mainly because it is enriched with high levels of vitamin C and it does not include any preservatives, caffeine or chemical additives.
Some of the key ingredients contained in this energy drink include; vitamin C (ascorbic acid), concentrated apple juice, citric acid, taurine and liquid fructose. Vitaboost comes in flavours such as apple, blackcurrant, pear, orange and lemon and is packed in different quantities. Following the launch of Vitaboost in the market, Last Chance Corporation intends to market the soft drink in the United Kingdom. The key aim of this report is to present a brand plan that can be used to effectively market Vitaboost soft drink in the United Kingdom within a period of 12 months.
Foremost, this report will highlight the assumptions made in this brand plan. Secondly, it will discuss the positioning strategy of the brand particularly in relation to the target market, competitor analysis and the Points of Parity (POP’ s) and Point of Difference (POD’ s) of the new brand. Thirdly, this report will focus on the strategies that will be used to build Vitaboost’ s brand equity, especially in relation to brand awareness and brand image. Furthermore, this report will examine the communication strategies that will be used to promote the brand in the identified target market.
It will also highlight appropriate and realistic methods that can be used to measure Vitaboost’ s brand equity in the target markets. Lastly, this report will provide recommendations that Last Chance can adopt and implement in order to realise better outcomes for Vitaboost soft drink in the United Kingdom market.
Aiker, D. (1996). “Measuring Brand Equity Across Products and Markets.” California Management Review 38(3): 102-120.
Andreff, W. & Szymanski, S. (2006). Handbook of Economics of Sport. New York: Edward Elgar Publishing.
Blythe, J. & Zimmerman, A. (2005). Business to Business Marketing Management: A Global Perspective. London: Thompson Learning.
British Soft Drinks Association (BSDA) (2012). BSDA reports on soft drinks industry success. Retrieved on November 16, 2012 from
British Soft Drinks Association (BSDA) (2012b). The 2012 UK soft drinks. Retrieved on November 16, 2012 from
Clifton, R. (2009). Brands and Branding. New York: John Wiley & Sons
Coffman, M. (2011). Bad Effects of Carbonated Drinks. Retrieved on November 16, 2012 from
Hickey, S. & Saul, A. (2008). Vitamin C: the Real Story. California: Basic Health Publications.
Keller, K.L. (1993). “Conceptualising, measuring and managing customer-based brand
Equity”. Journal of Marketing, 57(1) :1-22.
Keller, K.L. (2003). “Brand Synthesis: The Multidimensionality of Brand Knowledge”. Journal of Consumer Research 29: 595-600.
Kotler, P. & Pfoertsch, W. (2006). BSB Brand Management. New York: Springer
Kurtz, D. (2010). Contemporary Marketing. Mason, OH: South-Western Cengage Learning
Lamb, C., Fair, J. & McDaniel, C. 2011, Essentials of Marketing, Cengage Learning, London.
Taleja, N. (2010).Impact of Celebrity Endorsements on Overall Brand. Retrieved on November 19, 2012 from 2012 from< http://www.coolavenues.com/mba-journal/marketing/impact-celebrity-endorsements-overall-brand-0?page=0,1>
Vartanian, L. Schwartz, M. & Brownell, K. (2007). “Effects of Soft Drink Consumption on Nutrition and Health: A Systematic Review and Meta-Analysis”. American Journal of Public Health 97(4): 667-675.
Vision Critical (2012). Soft Drink Consumption Declines; Coffee and Tea Increases, Retrieved on November 16, 2012 from
Zarrella, D.(2010). The social Media Marketing Book. California: O’Reilly.