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Green Ox

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Submitted By ali1988
Words 327
Pages 2
Target Markets
• Over 40 years of age (85% favorable of Green Ox)
• Male and female (55% male favorable, 58% female favorable) Women increasingly = large proportion of athletes and growing and still primary household shoppers
• Higher income (62% favorable making >$75K) with children
• Ideals oriented - more likely than any other group to mention anti-oxidants before mentioning health. They actively seek out information in the decision-making process.
They look for “durability, functionality, and value” (VALS) in the products they buy.
• Grocery retailers (sports drinks patronized by higher income/educated shoppers
Product Strategy
• Green Ox. The company should stick with the name Green Ox in hopes the design, launch, and reliable product will be easily recognizable and associated in the future.
Green makes you think is healthy and ox is a play of the unique ingredient: antioxidant.
• Green Ox should release all five flavors to maximize profits. Green Ox has developed
Yellowknife, Jasper Mountain, Whistler, Alberta Bound, and Yukon Gold.
• Product positioning statement: o Among ideal oriented male and female athletes, over the age of 40 with kids, who have a higher income, Green Ox is the brand of Sports Drink which is the first to add potential cancer-preventing antibiotics to our refreshing sports drink. This performance-enhancing beverage gives you all the electrolytes needed to maintain hydration during workout as well as protects your body for the future.
Pricing strategy
• $0.99 per 20-ounce bottle, $0.66 manufacturing cost per 20-ounce bottle.
• Above sports drink competition, contains added antioxidants
• The price turns from inelastic to elastic at the retail price of $0.99. This means any price over $0.99, customers will become price sensitive and substitute the Green Ox product with a competitors.

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