Marketing of a New Sports Drink That Can Keep Cool for 6 Hours Marketing Plan

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Marketing Sports Drink

In today's current marketplace, there is stiff competition among sports drink manufacturers. Our company has developed a product with an edge on the competition. The product is a sports drink that comes in a container that effectively keeps the drink cold for approximately six hours. In order for sales of this product to succeed in the marketplace, it is necessary for our company to devise effective strategies for marketing the sports drink. The following discussion explores how marketing strategies could be developed in order to maximize profits from sales of the sports drink.

Marketing efforts may effectively begin by the company asking themselves a number of directed questions that help define where and how to direct energy and resources. The answers to these questions provide clarity and direction, ensuring that the product is being marketed in the most effective manner. These questions involve identifying market segments, competition, business growth, and customer loyalty (Kotler and Keller, 2012, p.26).

One important question involves the identification and choice of particular target market segments (. Who should marketing campaigns be aimed at? Naturally, the most obvious market for sports drinks are athletes. The purpose of athletes consuming sports drinks is to rehydrate and recover from exertion both during and after physical activity. This demographic would be the primary target for advertising campaigns. Scientific research has indicated that isotonic and hypotonic sports drinks are effective in offsetting effects of dehydration in order to improve endurance during physically demanding sports activities (Snell et al., 2010; Ballistreri & Corradi-Webster, 2008). Therefore, marketing campaigns targeted at athletes can incorporate hard research findings in order to promote product consumption.

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Another important question to ask with regard to marketing involves how the company can differentiate the product being offered from products available from other companies (Kotler and Keller, 2012, p.26). The defining feature that distinguishes the drink offered by our company from those offered by the company is the container the drink comes in. In particular, the container has been scientifically designed to keep the beverage cold for six hours, making it an attractive choice for active individuals who are on the go. Marketing strategies could focus in on this feature and highlight it in advertising in order to appeal to those who could benefit from such a product.

The current marketplace is most responsive to a holistic marketing concept, as described by Kotler and Keller (2012). These authors describe an updated version of "The Four Ps" of marketing, which offer a set of concepts that provide a more accurate representation of contemporary marketing in the modern marketplace (Kotler and Keller, 2012, p.25). The new "Four Ps" include people, processes, programs, an performance.

"People" refers to the workforce involved in the sales and marketing of the product (Kotler and Keller, 2012, p.25). In order to ensure marketing success of this sports drink, the company will ensure that staff are competent, motivated, professional and loyal. Having a strong workforce provides a solid foundation for the marketing of the product, which more likely will result in successful sales outcomes. "People" in this context could also refer to consumers, indicating that the company must….....

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