Running Head: MARKETING

Ryan Nguyen
South University
Final Project
Week 3 Assignment 1

Introduction The present paper is in relation to the marketing of the health drinks in the market. In the present situation, the marketing manager of the organization has been told to be responsible for launching a new product called V Fusion + Energy. This is an energy drink. The organizational Vice President Beverage Marketing is of the opinion that, as various people look forward to have higher level of energy in them, the market is definitely the one which can be exploited by the organization as 2 out of 3 people wish that they had more energy. There are around 40% of the consumers who do not look forward to take the energy drinks due to the fact that, they believe that, energy drinks are not healthy for them. In relation to the present paper, various things regarding the marketing research shall be taken into consideration.
Macro Environmental Factors The present organization is in the beverage industry. It is important for the organization to make sure that, it considers the macro environmental factors to the highest possible level (Burrow, 2011). Regarding the present situation, there are two major macro environmental factors which are required to be taken into account by the organization. The first factor is the competition in the market. There are various organizations in the market which are selling the health drinks to the consumers. For dealing with this factor, the organization needs to ensure that, it gets engaged in better marketing procedure and the quality of the health drink should also be better than the competitors. The second macro environmental factor to be taken into account in the present situation is the social factor. There are various consumers who do not look forward to have the energy drinks as they believe energy drinks are not safe for them. In this way, for dealing with this factor, the organization needs to make sure that, it makes the change in the thinking of the consumers. Both the factors are the most important environmental factors and the organization should definitely take this into consideration. Competitive Analysis In relation to the competitive analysis, the competitors of the organization shall be taken into consideration. The competitors of the organization in the market include Red Bull Energy Drinks, Monster energy drinks, Rockstar energy drinks and Full throttle energy drinks. In relation to the positioning strategy, these organizations look forward to make sure that, they make us of advertisements and provide the benefits of the energy drinks to the consumers. Positioning Strategy In relation to the positioning strategy, the organizations selling the above mentioned drinks take the assistance of fitness centers and gymnasiums for the purpose of providing the advantages of the energy drinks to the consumers. This form of positioning strategy is effective for these organizations as there are various people who go to fitness centers and gymnasiums (Reeve, 2002).The people are of the opinion that, if they take the energy drinks then, it will be possible for them to build up their bodies in a better manner. Marketing Tactics The marketing tactics of the organizations selling the energy drinks include advertising in newspapers, televisions, posters, banners in the gymnasium and taking the assistance of the fitness centers and the gymnasiums for promoting the product. The fitness centers and the gymnasiums are the places where lots of money come every day. Therefore, it will be easier for the organization to reach out its target market by promoting its products in the gymnasium or the fitness centers (Hatline & Ferrell, 2010). Selection of the Target Market In relation to the target market, it has been provided that, the organization can create its target market by way of two segments. In the world, both men and women work out on continuous basis and they need energy drinks for the purpose of enhancing their work out to a considerable level. Therefore, regarding the present situation, the organizational target market includes two segments. The first segment is the segment of men and the second segment is the segment of women. Moreover, the segments are further divided according to the age. The segments include two age groups. The first age group is from 18 years to 40 years and the second age group is above the age of 40 years. In order to develop the positioning strategy, the organization is also required to make sure that, it understands the positioning process in a proper manner. With the help of understanding the positioning process, it shall be easier for the organization to make sure that, the development of the positioning statement is made in a proper and appropriate manner. Positioning Strategy The positioning strategy which should be adopted by the organization regarding the present situation is that, the organization should try to remove the pre-conception from the minds of the customers that the health drinks are not healthy for them. In relation to this particular thing, the organization must make sure that, it gives live examples of the people who have made use of those health drinks and have shown positive results. This is an effective positioning strategy for the organization as the customers are not looking forward to purchase the health drinks only due to the fact that, they consider the same unhealthy for them. In the organization will achieve success in removing such kind of belief from the minds of customers then, it shall be possible for them to make sure that, high quality results are available with the organization regarding the sale of the health drinks to the customers in the future. Pricing Strategy The pricing strategy is a very important form of strategy which is required to be developed by the organization. In relation to the pricing strategy, the organization should make sure that, it determines the price at which, the energy drink is to be provided to the customers. The organization has to see to it that, the price should neither be very high that could endanger the demand for its products in the market, nor the price should be very low which could cause problems for the organization regarding the generation of revenues in the future. The organization has to ensure that, it adopts an appropriate research method for the purpose of determining the pricing strategy. In relation to the present situation, the organization should conduct research of the prices charged by its competitors. The organization should also conduct the research regarding the costs incurred by the organizations regarding the production of the health drinks (Smith, 2011). The prices of the organizational health V Energy + Fusion should not be higher than the prices charged by the competitors. The organization must look forward to reduce its costs and sell the health drinks at a price which is lower in comparison to the price charged by the competitors. This pricing strategy will definitely help the organization to produce better results. The consumer shall be satisfied as they will be in a position to have the health drinks available to them at a lower rate. Conclusion The present paper was regarding the marketing of a new energy drink V Energy + Fusion. This particular health drink is very useful for the consumers as it helps the consumers to work out to a higher level and stay fit and energetic for the whole of the day. The organization believes that, there is a lot of potential for such kinds of drinks in the market as 2 out of 3 people look to take the energy drinks. 40% of the consumers believe that, energy drinks are not useful for them as these have negative health effects. The organization should consider the above mentioned things to the highest possible level. In addition to this, the organization should consider doing the external environmental analysis, competitive analysis, positioning analysis and has a strategy to position its products in the market and have an effective pricing strategy also.

References https://login.southuniversity.libproxy.edmc.edu/login?url=http://search.proquest.com.southuniversity.libproxy.edmc.edu/docview/1152137975?accountid=13931 https://login.southuniversity.libproxy.edmc.edu/login?url=http://search.proquest.com.southuniversity.libproxy.edmc.edu/docview/444620497?accountid=13931 https://login.southuniversity.libproxy.edmc.edu/login?url=http://search.proquest.com.southuniversity.libproxy.edmc.edu/docview/1272397582?accountid=13931 Smith, J.T. (2011). Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures. Cengage Learning.
Burrow, L. J. (2011). Marketing. (3rd ed.). Cengage Learning.
Reeve, N.R. (2002). Introduction to Environmental Analysis. John Wiley & Sons.
Hartline, M. & Ferrell, C.O. (2010). Marketing Strategy. (5th ed.). Cengage Learning.