Scenario: Your team has been chosen by the CEO to lead the development of key marketing strategies for the marketing plan for your company’s launch of a new and unique product/service (not already offered). Your marketing team’s mission is to prove to the board of directors and investors through research, strategy development, and reasoning, that this product/service is viable and will meet the company’s goals. In this first half of the project, you will be reporting to the board and CEO about the target, the product’s strengths, a SWOTT (Strengths, Weaknesses, Opportunities, Threats and Trends) analysis, and the brand’s position in the competitive environment.I have attached the chosen company’s new product and information. Below is the question I need help with:Identify and describe the top three real business industry competitors for your company and how your company’s brand is positioned in comparison. Please include a url for references/works cited. Roughly 350 words.
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COMPONENTS OF A MARKETING PLAN (TEAM D)
Archaeological evidence suggests that tea was first cultivated in China as early as six thousand
years ago, or fifteen hundred years before the pharaohs built the Great Pyramids of Giza (Teng,
S., 2017). All non-herbal teas are made from the leaves of the Camellia sinensis plant. The
amount of time the leaves are processed determines whether you end up with a green, black or
oolong tea. Tea has been shown to have great health benefits including containing antioxidants,
helping with weight loss, soothing the digestive system, boosting the immune system and even
reducing the chance of having a heart attack or stroke (Carroll, L., 2018).
The first energy drink, Lipvitan-D, debuted in 1960. Developed by Taisho Pharmaceuticals in
Japan, the drink, specifically targeted at increasing energy and boosting concentration, was
introduced as a medicinal tonic containing niacin, taurine and essential vitamins. Twenty-seven
years later, Austrian developer Dietrich Mateschitz would add sugar and caffeine to a drink
base similar to Lipvitan-D and in 1997, introduce it to America as Red Bull. In 2002 and 2004,
Monster Energy Drink debuted followed by 5-hour energy, respectively. 2005 experienced an
energy drink boom with sales going up sixty-one (61%) percent. Red Bull remained the most
well-known and top name, with annual sales around the two billion dollar mark globally. After
growing health concerns and even deaths attributed to the overuse of energy drinks in 2012, in
2013, legislation began to appear banning energy drinks being sold to persons under the age of
eighteen (Preceden, 2018).
Our organization is in the food and beverage market, concentrating more so on beverages. Our
goal is better health through hydration. The company strives to look for healthy, sustainable
options in the ingredients we use to produce our products.
Two common health issues most people face today are not having enough energy and
dehydration. As we quickly go through our days, ticking everything off of our mental checklists,
we tend to neglect our own health and well-being.
Black tea, made from the leaves of the Camellia sinensis plant provide the most energyboosting properties (Livestrong, 2017) while coconut water has been found to have some of the
greatest rehydration properties.
What if we were to combine the two drinks and enrich that beverage with essential and energy
boosting vitamins like b5, b6, b12 and vitamins C & E?
What would we call it?
A cold-brewed black tea infused with coconut water and enriched with essential vitamins b5,
b6, b12, C & E. We want our on-the-go market to take a moment to Refresh, Replenish and
Revive with our product.
COMPONENTS OF A MARKETING PLAN (TEAM D)
(Teng, S., 2017) The History of Tea Ted-Ed
(Carroll, L., 2018) Drinking tea may improve your health heres what to try Today.com
(Preceden 2018) The History of Energy Drinks
(George, S., 2017) Which Teas Give You a Burst of Energy? LiveStrong.com
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