Ecological- the climate/weather of a place determines if people will buy soft drinks or not. An area with cold weather for a more significant part of the year will not be a well though target market. Provision of a drink that is enjoyed at room temperature will solve the issue.
Socio-cultural- How a target market perceives soft drinks is influenced by culture. A culture that accepts soft drinks translates into higher sales, and vice versa. Creating a drink similar to locally accepted beverages can overcome the challenge.
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Demographic- Age distribution is a principal determiner of how much soft drinks are bought. A population of majority youth will register more sales than one dominated by older adults. However, the issue can be overcome by having an attractive branding. An appealing appearance that displays the drink as trendy will create acceptability among both the old and young.
Module 2 Discussion
Week 1
The soft drink has L- carnitine as an ingredient, a substance that helps the body convert fat into energy. The decision was informed by obesity being a top healthcare concern in the US.
Week 2
Louisiana is the target market, since the state has 60% youth, and experiences long hot summers and mild winters. According to the US census bureau (2020), the GDP per capita is 54,914, which means the population can buy the drink.
Module 2 Case
The product will be supplied by direct distribution, as collecting information on the new product is essential. While indirect distribution saves the seller the complexity of delivery, the interaction in direct distribution is vital for hearing customer preferences and feedback ( Seifert, Thonemann, & Sieke, 2016) .
The Louisiana market requires a constant supply of soft drinks, especially during summer. The market, therefore, requires that the distribution channel also provide them with variety according to their needs and buying capability ( Weitz & Jap, 2015) . The soft drink can, however, not be distributed digitally at the initial stage. Digital tools, at this level, can only be used to create publicity.
Module 2 SLP
The consumer psychology part is the most essential in marketing the soft drink, as competitors have already achieved it. Influencing consumer psychology positively tilts their buying decision process and decision process towards the specific dealer. Aggressive marketing will ensure the product gains customer acceptability.
Module 3 Case
Communications Channel 1: Social media.
Social media is an excellent avenue of advertising when targeting the youth as a majority are on these platforms such as Instagram, Facebook, and Snapchat. Digital marketing is cost-efficient while making it easy to reach precisely the target group, and also pushes online sales ( Chaffey & Ellis-Chadwick, 2019 ). However, the means require high transparency in prices, which could be used by competitors against the seller.
Communications Channel 2: Use of audio advertisements
The majority of youth watch television, thus the message will reach them. The method reaches many customers at once, but it is expensive.
Module 3 SLP
The theme of the campaign will be losing weight while feeding since the soft drink contains L-carnitine.
Radio: Dear listeners, did you ever imagine that you could lose weight by drinking a soft drink? It is now in the market, the drink of your choice.
Direct mail: Lose the extra kilos in style! Drink, be healthy. One bottle of our drink beats hours in the gym.
Tagline: A drink to take down the pounds
Electronic media: Taste the burst of freshness in the newest drink in town. Gain energy by losing extra fat.
Tagline: The gym experience brought to the comfort of your bed.
Module 4 Discussion
Week 1
The drink will retail at $ 1.8 per 500ml. The drink will be a bit expensive due to its benefits and extra production cost. No price discrimination will be done since the benefits are constant across populations.
Week 2
The most viable Corporate Social Responsibility activity would be free, providing education for people struggling with weight. The education will include medical interventions for extreme cases and dietary interventions for standard cases. The company will support the individuals for six months in their journey. Along this line, the company will still be boosting sales.
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing . Pearson UK.
Seifert, R. W., Thonemann, U. W., & Sieke, M. A. (2016). Integrating direct and indirect sales channels under decentralized decision-making. International Journal of Production Economics , 103 (1), 209-229.
United States Census Bureau (2020). Small area income and poverty estimate program. In Proceedings of 27th SCORUS Conference (pp. 93-107). Retrieved from https://www.census.gov/data-tools/demo/saipe/#/?map_geoSelector=aa_c
Weitz, B. A., & Jap, S. D. (2015). Relationship marketing and distribution channels. Journal of the Academy of Marketing Science , 23 (4), 305-320.
