This Paper

this paper

Introduction

This marketing plan aims to outline the specific actions for Burst smoothie a ready-to-drink fruit smoothie to carryout to potential customers in the ready to drink beverage industry.

I. Industry Review

A. Ready-To-Drink Beverages (RTD)

In this modern age, time is of the essence. Every second spent counts. Which is why convenience is such a valued commodity among individuals. Manufacturers continue to keep up with demand by producing RTD beverages that we come to know of today. Ready-to-drink are packed beverages that are sold ready for consumption. These are perfect for those individuals that are on-the-go and don't have time to concoct their own drink.

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B. Fruit Juice Industry

In the Philippines, The Fruit/Vegetable Juice industry is dominant in the market. However according to Euro Monitor, The Fruit/Vegetable juice industry experienced a double decline in 2011. Total Sales contracted by 11%. In turn, The total value sales went down by 3% mainly because of the country's economic performance due to the high inflation rates. The current market leader is Del Monte Philippines Inc. their success is attributed mainly to its two brands Del Monte and Del Monte Fit ‘n Right. These brands appeal to health-conscious consumers. Targeting customers who want to lose weight. Fortified with L-carnitine pioneering a health trend in the fruit juice category.

C. Fruit Smoothie Industry