MKT421 Phoenix Week 4 Sales And Marketing Promotion Assignment Select two of the following forms of sales promotion to promote your product and explain the

MKT421 Phoenix Week 4 Sales And Marketing Promotion Assignment Select two of the following forms of sales promotion to promote your product and explain the reasoning for each of your choices:

Coupons
Deals
Premiums
Contests
Sweepstakes
Contests
Samples
Loyalty Programs
Point-of-purchase displays
Rebates Marketing Lemonade Worksheet
MKT/421 Version 17
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University of Phoenix Material
Marketing Lemonade
Scenario
Your team is looking for a way to make some revenue as either a for-profit or not-for-profit
organization. This organization can market locally, nationally, or internationally, and can be a
privately-owned company or a franchised organization. The product that you have decided to
sell is lemonade. To make the endeavor work, you will have to define the product that you will
be selling (that is some marketable form of this drink) and decide on a target market.
Your marketing team’s mission is to prove the company’s goals will be met by providing
research, strategy development, and reasoning why this form of this product is viable In this first
half of the project, you will report on the following:
• Target market
• Pproduct’s definition to the target market
• Vviable pricing strategy
• Brand’s position in the competitive environment
Complete the following
1. Select a company name and determine the real business world industry of operation.
Company Name
Fruity Burst Beverage Company
Industry of Operation
Beverages
2. Describe in no more than 90 words the new and unique form of lemonade that will be launched
by your company.
Fruity Burst Beverage will offer a unique, affordable variety of classic lemonade flavor, combined fruit
flavored lemonade and other fruit drinks. These beverages will include real fruit and fruit flavored options
as well as lower sugar alternatives in some of the most popular flavors. Utilizing more advanced
packaging such as the Tetra Pak will ensure freshness and quality product for the consumer.
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Marketing Lemonade Worksheet
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3. Complete the chart in a total of 90 words describing your organization.
Who are they
The company is a forprofit organization that
deals with the
production and sale of
fruit beverages.
Industry of Operation
Mission and Values
Differentiation from
other organizations
The company operates
in the fruit juice industry.
The mission of the
company is to
manufacture and sell
healthy fruit juice
beverages that offer a
balance of nutrition to
the people of the United
States of America and
beyond by investing in
research and ethical
manufacturing practices.
The difference between
Fruity Burst and other
companies in the fruit
juice industry is that it
offers products at very
low prices.
4. Identify the following in no more than 90 words regarding your target market.
Composition of target
market
Segmentation criteria
used in identification
Our target market will include the general public, anyone who enjoys a fresh
fruit beverage. Many of the health food stores, healthy quick food
restaurants, and even popular coffee shops will carry our beverages.
Fruity Burst beverages will be affordable and donate $0.10 from each of our
vegan friendly beverages to PETA (People for the Ethical Treatment of
Animals). Everyone wants to save animals and make healthy choices. This
is the company to satisfy those individuals.
5. Determine in no more than 90 words how you will define the lemonade to your target market
(include information on packaging, labeling, etc.). How will this add value and differentiate the
brand and product from the competition while encouraging the target market to buy?
Target Market Definition
Differentiation
Our target market will be the general public. Our
juice products will be all natural, using the best
fruits without using any added sugars. We are
aware of all the new diets that are out there, so we
will make our products vegan and keto friendly.
The bottle packaging will clearly state all the
ingredients used, with a colorful packaging label to
grab the consumers attention.
To stand out from our competitors, we will reduce
the price of our product so that it is cheaper in
price. We will ensure that each juice product is
fresh and made with all-natural products. Many
other companies say that their products are all
natural but still add chemicals to their products. We
will stand by our all-natural name and provide fresh
products with a long enough storage time so that
the consumer can enjoy the product.
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Marketing Lemonade Worksheet
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6. Complete the chart in a total of no more than 90 words to compare your company with industry
competitors.
Top Business Industry Competitors
Your Company’s Positioning
Minute Maid Lemonade
Minute Maid Lemonade is a classic brand under
Coca – Cola’s products it cost a dollar 1.79 per
2liters bottle. At 104 calories per 8 fluid ounces,
this drink has about the same number of calories
and about the same amount of sugar as some of its
competitors, but rather than coming from cane
sugar as our lemonade does, Minute Maid derives
its sweetness from high fructose corn syrup. As
well a natural flavor, citric acid, modified cornstarch,
glycerol ester of rosin, sodium benzoate, potassium
sorbate, calcium disodium and yellow #5. There are
only three basic ingredients and our lemonade:
lemons, water and cane sugar.
Snapple Lemonade
Snapple Lemonade is an all-natural beverage
made from a blend of lemon from concentrate with
other natural flavors. Snapple contains no artificial
preservatives, with a calorie count of 190 and a
price range from 1.49 to 5.99.
Also, if you’re extremely allergic to soy, avoid this
drink; Snapple’s beverage contains soy lecithin,
which may irritate some people with soy allergies.
Newman’s Own Lemonade
Although, Newman’s Own Lemonade has the same
simple ingredients as us (Pure Filtered Water,
Cane Sugar, Lemon Juice Concentrate, Lemon
Pulp and Lemon Oil), Newman’s cost almost 3
dollars for a 59oz, while our is about 1.50 to 2.25
for 59oz.
7. Define the pricing strategy in no more than 90 words that you will use for the introduction of the
product.
First off, we will identify the objectives (survive in the market, make a profit) and the constraints (market
has many competitors). In step two we will estimate the demand and revenue for our product by
examining the demand curve which supplies information for determining total revenue. In our third step
we will determine cost, volume and profit relationships. This is when we can see our cost verse our price
to see how much profit we will need to be sustainable. The fourth step is designated for setting the
approximate price. We can then continue through the remaining steps and adjust accordingly to make our
product successful in the market.
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Marketing Lemonade Worksheet
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8. Discuss in no more than 90 words the maturity life cycle stages of your product.
Stage of Maturity Life Cycle
Discussion
Increase in sales
Our sales have increased from 30% to 75%. We
have increased the number of inventories being sold
at our local convenience stores.
Increase in distribution
We have expended our distribution to not only the
local stores and super markets, but also to 3 outside
states.
New and reoccurring consumers
Word of mouth has been a great source of
advertisement for our brand. Our consumers have
been spreading the word on how fresh and tasty our
product is and it has increased our sales
tremendously.
9. Describe in 90 words how you will use suppliers, agents, or distributors to create your distribution
channel.
Being a fruit juice company, the products are not designed to have very long shelf lives. Therefore, they
have to be transported and shelved within limited time frames to avoid losses. The company will use
distributors who will distribute the product to the various outlets in the United States. The distributors will
use tracks to transport the products to the various outlets and warehouses from where the various retailers
will get the product. The lemonade will be packed in tetra packs that will be sold to the retailers in various
measures such as a quarter a liter, half a liter, and a liter to allow it to be affordable for various consumers.
Copyright © 2018 by University of Phoenix. All rights reserved.

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