Organic Vitality Drink

CRESCENT PURE – “Organic Vitality Drink”

A COMPREHENSIVE MARKETING PLAN

Sarah Ryan

Vice President - Marketing 

CONTENTS

Executive Summery 1

Problem Statement 2

Situational Analysis 3

Recommendations 4

1.1 Target Customers 4

1.1.1 Demographic Profile of Our Target Customers 4

1.1.2 Psychographic Profile of Our Target Customers 5

1.2 Unique Selling Proposition (USP) 5

1.3 Pricing & Positioning Strategy 5

1.4 Distribution Plan 6

1.4.1 Primary Distribution channel 6

1.4.2 Secondary Distribution channel 6

1.5 Marketing Communication 7

1.5.1 Radio 7

1.5.2 Billboards 8

1.5.3 TV Advertisement 8

1.5.4 Sponsorship & Tie-ups 8

1.5.5 Instore Advertisement 9

1.5.6 Online Marketing Strategy 9

1.6 Offers & Contests 10

1.6.1 Contests 10

1.6.2 Offers 10

1.7 Financial Projections 11

Action Plan 12

Appendices i

Bibliography iii

EXECUTIVE SUMMERY

Crescent Pure is a beverage that can be positioned in a variety of functional beverage segments. It is essential for Portland Drake Beverages to strategically position Crescent Pure in a unique segment of its own. By understand the strengths and differentiating aspects of Crescent Pure we can accurately position it against competition form energy and sports drinks. Targeting a niche segment will allow us to focus attention on ourselves rather than on competition.

There is a growing concern about the impact of energy and sports drinks on health and this has eroded a significant consumer base of both these segments. We have to avoid positioning Crescent Pure in the same brackets as these pre-existing non healthy drinks. Crescent Pure can capture the entire market share and popularity by being the only beverage in