Documente Academic
Documente Profesional
Documente Cultură
Audrey Jolin-Lessard
Aïsha Brillant
Cindy Cheng
Geneviève Leblanc
Nicolas Murcia
Vicki Tian
Jean-Louis Nguyen
Our Presentation
STRUCTURE
Marketing Objectives
Company Profile
What is Bubble Buzz?
Overview of the industry
Competition, Target Market & Customer Analysis
Marketing Mix (4Ps)
Financial Projections, Implementation Plan
Export Potential
Introductory
VIDEO
What are our intentions?
3 MARKETING OBJECTIVES
Become the market Re-affirm the
Create strong consumer leader in the company’s title of
awareness for Bubble functional drinks market leader in
Buzz through the 4 P’s segment through product innovation and
sizeable market successful product
shares launches.
BubbleBuzz
A simple plan to success
Company Description
• It is a bottled beverage
• It is the only READY TO DRINK
bubble tea on earth!
• It gives you an UNIQUE experience~
(Let’s get the buzz!)
• It is a funky and unusual alternative
to traditional tea
Industry Analysis – Where does the product stand?
FOOD &
BEVERAGE
Carbonates
RTD Coffee
RTD Tea
Bottled Water
Functional Drinks
Industry Analysis – The Functional Drinks Market
Weaknesses:
Brand dilution
Saturation of carbonated soft drinks segment
Industry Analysis - Strengths, Weaknesses, Opportunities, Threats
Opportunities
New product introductions
Brand is attractive to global partners
Threats:
Strong competition
Free trade
Competition Soft Drink Industry
Others, 8.9%
Coca-Cola
Co., 43.7%
Pepsi Co.,
31.6%
Cadbury-
Schweppes,
15.8%
Competition
Others, 6.7%
Coca-Cola Co., Pepsi Co.,
32.8% 60.5%
Consumer demand
Potential substitutes
Potential substitutes:
competitors attracted by high profit margin;
easy to imitate;
Marketing Mix – Product Strategy
Marketing Mix – Product Strategy
Bubble Buzz is a healthy drink for sporty and young people who
simply enjoy taking care of their body and life. It is a drink for the out-
of-the-ordinary individuals who like to challenge themselves
Magazines:
about 500 consumer magazines in
Canada,
good color production create strong
images,
each magazine’s readers often
represent a unique profile.
Marketing Mix – Promotion Strategy
Internet: official
promotional website:
www.BubbleBuzz.ca, visual
audio and video message,
banners on selected
websites, Outdoors: low cost and
flexible alternative,
campuses, bus, metro,
tourist areas, malls, etc.
Marketing Mix – Promotion Strategy
Promotional Mix: Consumer orientation
Contests:
“Win another Bubble Buzz flavour”,
secret code underneath the bottle cap log on the website to win,
increase consumer purchases / involvement
Samples:
to avoid product resistance,
low risk for consumers since they get it for free.
Point-of-purchase:
in supermarkets to reach the parents of generation Y
Product Placement :
in TV shows in subsequent years,
Marketing Mix – Promotion Strategy
Promotional Mix: Trade orientation
Supermarkets
Convenience stores
Independent food stores
Discount stores
Multiple grocers
Vending machines
Direct sales
Financial Projections
• Projected Financial Performance
Revenues $597,124.00 Based on sales @ different channel’s price
• Enhance distribution
6 Point of purchase April and September
• Charismatic and ethical sponsorship
7 Outdoors May to September
• Suggest excitement about the brand
8 Public Relations May to September
• Maintain communication with media
9 Contest August to end of September
Where?
**China’s Picture
**Population picture/chart
China--- total 1,313,015,000 in 2005
target market= 327,714,000
Canada--- total 304,453,000
Export Potential
We are the top sponsor for
2008 Beijing Olympic
---Entry Strategy---
Licensing!
Export Potential
---Some Changes--
**Price
**Name
**Flavor
**Promotion strategy (Billboard, outdoor display screen, ads in subway sys)
Export Potential
Jean-Louis’
conclusion and call
for questions