Indulge Beverages Marketing Plan

Introduction

Indulge Beverages deals with the production and marketing of soft drinks and dairy products. The soft drinks division entails sports drinks, energy drinks, iced/tea, carbonated soft drinks through its production and manufacturing plants. On the other hand, the dairy product division provides pasteurized milk, UHT and sterilized milk, pasteurized juices, sweetened and condensed evaporated milk. The company is headquartered in Georgia, with presence all over the Southeast region of the United States and is working to enter overseas markets such as China and India.

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The company enjoys excellent success which can be attributed to its innovative, wide-ranged products which include Indulge Cow, Indulge sparkling drinks, and 100 plus isotonic/refresher drinks. In the first and second year of operation, the company plans to introduce Indulge Nutrisoy, Indulge Nutrition and Indulge Health-Water in Georgia, South Carolina, and North Carolina because these states tend to have more sports enthusiast and potential customers from whom results can be acquired rapidly on the success of the products. In its product portfolio, is a strategy for continued innovation and expansion into overseas markets because the Indulge Beverages Company prides itself of a strong customer base and consumer loyalty and hopes to have a well-established international business unit (Deichert, Ellenbecker, Pesarchick, Klehr & Ziegler, 2006).

This marketing plan seeks to outline a brief description of Indulge Beverages Company, its branding strategy, the primary and secondary target markets, positioning statement, as well as an in-depth analysis of the consumer behavior within its reach.

Branding Strategy

Brand Name

The rationale of Indulge Beverages is its main characteristic of product differentiation. The brand name initiates strong awareness concerning the introduction of isotonic soft-drinks into the market, targeting generation Y consumers (10-29 years old) as well as their guardians and parents.

Logo

The company logo was designed purposely to differentiate the brand from all market players delivering a message that at Indulge Beverages, we think outside the bubble; we want our customers to feel bold, different, original and gain back their old-self anytime they consume our wide-range of healthy products.

Slogan

"A Good Spirit and Good Health in a Good Body"

The slogan aims to convey a practical and articulate message that Indulge Beverage Company's isotonic soft-drinks are healthy to drink for young, active and sporty people who mind keeping their bodies in good shape.

Brand Extension

Regarding future advances on brand extension, the company is in the process of negotiating with the Nestle Group to engage in the manufacture and distribution of additional consumer food brands such as Milkmaid, Bear Brand, Carnation and Bear Brand Gold in all ASEAN countries including Brunei, Malaysia, Singapore, Thailand, and India. Thus, it will enable the company to extend its brand presence, allowing it to manufacture, promote, sell and distribute the Nestle products mentioned earlier. In addition to the brand extension, Indulge Beverages Company will gain more revenue stability in the market by increasing its market presence significantly. Therefore, it can be attributed to the assured leverage to product development capabilities and various distribution networks between Indulge Beverages and Nestle, solidifying its position as the leading, most preferred consumer company in South-East Asia.

Primary and Secondary Target Markets

The target market for these new products is energetic young people, sportsmen, corporate organizations and health-conscious clientele. The company has however divided the consumers into two groups: Consumers on-the-go and health-conscious customers. On-the-go consumers include customers such as students, working-class employees as well as small and medium business owners who lead busy lifestyles guided by tight, demanding schedules. The lifestyle of South Indians is often characterized by hectic endeavors and demanding life standards necessitating optimized productivity with limited time consumption (Deichert, Ellenbecker, Pesarchick, Klehr & Ziegler, 2006).

Thus, there is an ever-increasing need for readily available and accessible products. The food and beverage market is dominated by convenience compelling ready-to-drink market players to meet the ready and ever-increasing clientele. The healthy conscious clients, on the other hand, comprised of young and middle-aged who are aware of current health hazards and prefer to lead a fruitful, healthy lifestyle. Nutrition drinking, as Deichert, Ellenbecker, Pesarchick, Klehr & Ziegler (2006) note, is an area that soft-drink manufactures such as Indulge Beverages cannot afford to ignore as the benefits associated with such products have been significantly substantiated by empirical studies and real-life testimonials.

Market Segmentation

The market is divided into demographic groups, psychographic group, and behavioral group. The demographic group is comprised of male and female, aged 13 to 65 years old. Even though most of them have full-time jobs, some are proprietors and some students working on a part-time basis. Students depend on their parents and guardians for allowance while some retirees depend on their children and pension for upkeep. Under the psychographic group, the individuals are categorized by their lifestyle and attitudes directly suited to the growing number of time and health-conscious population. On the other hand, the behavioral category is solely grounded on the influencing factors that prompt consumers to consume the product, as well as the physical location from which they find it convenient to consume the isotonic drinks.

Psychographic Teens Young Adults Middle-aged adults Mature adults

Lifestyles Sports/food/studying with minority acknowledging the need to lead healthy lifestyles owing to their level of exposure and peer pressure. They prefer innovative, energetic, non-alcoholic drinks. They love attending sporting activities while studying as they have plenty of free time. They support teams as a result of peer pressure hence gang-up to events. Love competing brands to ultimately determine the best brand/most are new to the idea of healthy-living thus new to isotonic soft-drinks. Their lifestyle is characterized by work/ love for sport during the minimal free time they can have off their work-places/ prefer watching sports from public meeting points while taking their drinks/accept and acknowledge the taste of isotonic drinks as they are health-conscious They enjoy working and achieving dreams at this point in their life as it is regarded as the Self-articulation stage. The individuals in this group are focused on family and shopping, hence maximize their free time by spending it with their family members. Though they love sports, most do not attend the actual sporting grounds or public viewing centers but may make an appearance once in a while to support a loved one. They have multiple health issues hence are quite cautious when it comes to the consumption of soft drinks. They also spend their time eating food; however they limit their diet to nutritional diets often in line with doctor's guidelines as most suffer from acute/chronic lifestyle diseases and health issues. However, they exercise a lot hence the need for sporting isotonic drinks.

Behavioral Teens Young Adults Middle-aged Adults Mature Adults

Influences Greatly influenced by peers during sporting events or holidays away from school. Sometimes they are influenced by parents during family gathering and celebrations. Occasionally, they use the drinks to hydrate in cases of normal dehydration. Greatly influenced by peers during sporting events or at work. Sometimes they are influenced by parents during family gathering and celebrations. Occasionally, they use the drinks to hydrate in cases of normal dehydration. Greatly influenced by marketing companies during sporting events or sometimes are prompted to use the isotonic soft-drinks in family gatherings and celebrations where it would be inappropriate to use alcoholic drinks. Occasionally, they use the drinks to hydrate in cases of normal dehydration. A majority are influenced by increasing health-conscious campaigns that invoke the need in them to lead a healthy lifestyle. Greatly influenced by marketing companies during sporting events or sometimes are prompted to use the isotonic soft-drinks in family gatherings and celebrations where it would be inappropriate to use alcoholic drinks. Occasionally, they use the drinks to hydrate in cases of normal dehydration. The majority are influenced by increasing health-conscious campaigns that invoke the need in them to lead a healthy lifestyle.

Physical location Generally can consume the RTD isotonic soft-drinks at home/ anytime/from anywhere but especially in sporting events or with their peers Generally can consume the RTD isotonic soft-drinks at home/ anytime/from anywhere but especially in sporting events or with their peers Usually can drink the RTD isotonic soft-drinks at home/ anytime/from anywhere, especially in sporting events, when hydrating, during physical exercise or with their peers Generally can consume the RTD isotonic soft-drinks at home/ anytime/from anywhere but especially in sporting events, when hydrating, during physical exercise or with their friends in family gatherings and celebrations

Market Positioning and Position Statement

This up and coming Beverage Company enters a very competitive market with the likes of Coca-Cola and Pepsi dominating the market share. The soft drinks industry has several players hence numerous competitors for the company. However, the company's top and direct competitors include the Coca-Cola LTD Company with a 43.6% of the market share, Parle (14.3%) representing approximately 58% of the total market share cumulatively (Cravens & Piercy, 2006). Indulge Beverages shares the remaining 42% market share with many homegrown soft-drink and non-alcoholic competitors such as Pokka Corporation, Marigold, Asahi Breweries Ltd, Meiji, Nestle S.A, and PepsiCo-owned functional drinks (Lipton iced tea and Brisk). However, Indulge Beverages has positioned itself on innovation and a wide-ranged product portfolio, creating its differentiation mark from its competitors. Meiji has a global reputation as a quality brand and thus poses serious competition to the company because it utilizes PET plastic bottles in comparison to Indulge Beverages which employs the use of conventional "tetra-pak...