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with calcium Heather Aycock Paula Braden Jennifer Jose Rachel McInnis with calcium Overview •Key Marketing Challenge •Environmental Analysis •Marketing Goals & Objectives •Marketing Strategies •Marketing Controls •Financial Analysis •Summary with calcium Key Marketing Challenge •Increase market share in the beverage industry •Address consumers’ needs for a nutritious flavored drink by offering the following product attributes low calorie non-carbonated caffeine-free calcium-enriched •Increase knowledge of health issues with calcium Internal Analysis •Mission: To provide an alternative source of calcium by offering a nutritious healthy flavored drink at an affordable price. •Manufactured by Kraft •Line extension of existing product with calcium External Analysis •Immense amount of competition of beverage industry •Highly Segmented Markets •Direct Competitors Kool-Aid Country Time Gatorade •Indirect Competitor Soft Drinks - Coca-Cola Juices - Minute Maid Milk & Water U.S. Per Capita Beverage Consumption with calcium Source: Beverage Digest with calcium Customer Environment •Potential Customers - all health conscious individuals •Targeted Demographics Women ages 18 - 65 Educated Middle Class Primary Grocery Shopper •Year-Round Consumption with possible seasonality with calcium SWOT Analysis Strengths customization four C’s Kraft Weaknesses convenience distinct target market weak market image Opportunities new uses of product aging population rapid growth in industry Threats Kraft brand competition increasing direct substitutes high failure rate Marketing Goals & Objectiv with calcium • Overall Goal: To revive sales by increasing consumer awareness of our “Better For You” beverage. • Major Objectives: Gain product acceptance in 35% of our target market Increase current sales of Crystal Light by 6% Increase share of fruit drink mix market to 20% with calcium Marketing Strategies • Growth strategy: Product development/Line Extension Involves the development of new products for existing markets to meet changing consumer needs • Product • Price and Place • Promotion with calcium Product •Powdered Drink Mix 3 Refreshing Flavors 2 Convenient Sizes •Benefits The 4 C’s with calcium Benefits of Calcium •Calcium is a mineral that primarily functions in your body by making bones and teeth hard. It helps muscles contract, blood clot, and helps the nervous system work properly. •Reduces risk of osteoporosis •Lowers risk of kidney stones •Helps maintain normal blood pressure in pregnant women with calcium Price & Place •Price: Based on cost of production, including Research & Development costs and demand estimations Psychological pricing strategy: Odd-Even Price: $2.99 and $3.29 per package •Place: Utilize current Kraft distribution channels Place with calcium POTENTIAL CUSTOMER STATS IN TARGETED MARKETS California 33,871,648 16,996,756 16,874,892 50.2% 49.8% 24,621,819 72.7% $39,595 1 1 Population Female Male % Females % Males Over 18 % over 18 Median household income Rank in pop. Rank in numeric pop. change Major population centers Los Angeles, San Francisco, San Diego, Sacramento Source: U.S. Census Bureau 2000 census Texas 20,851,820 10,498,910 10,352,910 50.4% 49.6% 14,965,061 71.8% $34,478 2 2 Houston, Dallas, Austin, San Antonio Florida 15,982,378 8,184,663 7,797,715 51.2% 48.8% 12,336,038 77.2% $32,877 4 3 Orlando, Tampa, Miami, Palm Beach with calcium Promotion •Promotion Types: Advertising: Women’s television and magazine ads Sales Promotion: In-store demos, free giveaways Public Relations: Press releases, speeches, with calcium Promotion •Promotion strategy of Kraft as the manufacturer: PUSH-PULL STRATEGY Push: Use leverage of Kraft name to dominate shelf space; cooperative advertising with retailers Pull: In-store promotion through sampling, demos, free giveaways of Consume Kraft Retailer r shakable Pull Pushcontainers with calcium Marketing Controls •Pre- Implementation Ensure resources are allocated to top selling stores first Verify capital is available for the increase in expenditures for R & D •Actual Process Management commitment •Follow Up with calcium Financial Analysis (in thousands) Net Sales Less: COGS Gross Profit Margin 2003 9,460 2,838 6,622 2004 10,406 3,122 7,284 2005 11,967 3,434 8,533 2006 14,360 3,777 10,583 Marketing Expenses T.V. Magazine Ads Sales Promotion Educational Packets Other Total Mktg Exp 2,752 1,213 543 180 115 4,803 2,890 1,274 570 189 121 5,043 2,167 955 428 142 91 3,782 1,084 478 214 71 45 1,891 Less: other SG&A Gross Margin 2,013 -194 2,134 107 2,198 2,553 2,264 6,428 with calcium Summary 90% of American women do not get their daily requirement of calcium 25 million American women suffer from osteoporosis Our hopes for the future June 2002 Sept 2002 June 2003 June 2004 June 2005 with calcium Questions ?