Marketing Plan Soft Drink Company 1st Half Essay

1474 Words Oct 31st, 2008 6 Pages
Executive Summary
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
It has been found that the company should target the market aged 18 to 44, married, living in urban China, and purchasing for personal use. In order to address and leverage the current internal and external situation, the recommended marketing communications objectives have been set as follows:
1. Increase awareness of the brand name to 50% of the target market
2. Increase
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Being a new brand, there is 0% awareness of this company’s brand in the target segment. This will almost certainly present a weakness that will have to be addressed by the marketing communications effort.

The above SWOTs can be prioritized to reveal which should be leveraged or addressed by the marketing communications effort. These are brand awareness, the appearance and functionality of the product, and the lack of attention to the adult soft drinks in the market. These factors will now be considered in relation to marketing communications objectives.

Marketing Communications Objectives

According to Duncan, marketing objectives should be specific, measurable, achievable, and challenging(2005, p180). In order to address the major weakness of the brand, increasing brand awareness should be a high priority. According to the AIDA decision making hierarchy(Duncan, 2005), communications cause customers to begin a process which moves from awareness to interest to desire to action. Since there is 0% awareness of the brand, communications will begin by creating brand awareness, particularly awareness of the brand name. This will be the first of the company’s marketing communications objectives: Increase awareness of the brand name to 50% of the target market. The achievement of this objective will create awareness, which will be transformed into interest and desire through the second objective.

The second objective will be: Increase awareness

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