The paper 'Marketing Trends of Drinks R Us " is a good example of a marketing case study. Drinks R Us is aimed at “ teenagers who are mostly male in the younger age group” . (Helm, 2005) With stiff competition “ especially with more than hundreds of local players deciding the target market was based on the strategy followed by others” . (Helm, 2005) Drinks R Us is a drink that will go well with the younger generation. The drink has been made in such a way it matches their taste. We also intend to launch variations of it in the same segment.
This will “ offer something for every customer depending on the want” . (Helm, 2005) Marketing To market Drinks R Us drink we are looking to create brand awareness. In the beginning “ we will advertise the product through in stores promotion” . (Bristow and Frankwick, 1994) We plan to do away with “ television commercial at the beginning considering the high cost involved” (Helm, 2005) as the company is willing to spend $2000. This will be the second step in our marketing. In the beginning, we plan to market through “ advertisement through newspaper, hoardings and distribution of pamphlets” .
(Bristow and Frankwick, 1994) we intend to tie with supermarkets and advertise there. The main aim here is to make people know about Drinks R Us. In stores, promos and special roadshows will help to attract customers. We decided to implement this as “ there is stiff competition and the huge cost involved will put extra pressure which will hamper the growth path” . (Helm, 2005) This strategy will give us a path and help to move ahead. Packaging Drinks R Us will be sold in pet bottles.
We intend to sell it in bottles of 300 ml, 500 ml and 100ml. This falls in line with most of the other providers. We also plan to heave a sticker to give the brand a presence. This will help us create awareness. (Brand, 2003) The packaging will ensure that it is handy. At the same time, it will ensure that the bottle doesn’ t break in case of mishandling. We used this strategy as it will give us a presence and make it handy for the customers.
Bristow D and Frankwick G, (1994), “Product manager influences tactics in marketing strategy development and implementation”, Journal of Strategic Marketing, Volume 2, Issue 3
Brand M, (2003), “Market Intelligence: Making Market Research Work”, Accion’s Insight Series, 7, retrieved on May 18, 2010 from http://www.ssrn.com
Frambach R, Prabhu J and Verhallen T, (2003), “The influence of business strategy on new product development: the role of market orientation”, International Journal of Research in Marketing, Volume 20, Issue 4
Heller L, (2007), “Energy drink outperform all other drinks”, Financial & Industry, retrieved on May 18, 2010, from http://www.foodnavigator-usa.com/Financial-Industry/Energy-drinks-outperform-all-other-beverages-report >
Helm B, (2005), “Energy drinks build their buzz”, Business Week, retrieved on May 18, 2010, from http://www.businessweek.com/smallbiz/content/jan2005/sb2005015_8196_sb017.htm >
SWOT, (2010), “SWOT Analysis”, retrieved on May 18, 2010 from http://www.slideshare.net/sethaphat/soft-drink-industry-presentation