Marketing plan soft drink company 1st half assignment

Within this market it is possible to further segment the preferred target market for this company’s offering. Age can be used to further segment the market. Although older members of the family have a large influence on purchase decisions in China, Duncan(2005) implies that these older people are part of the ‘ late majority’ group, which is not an attractive group for new products(Duncan, 2005 p229). Therefore the age of the target segment will be 18 to 44, as these individuals should be more likely to adopt new products or at least be influenced by ‘ early adopters'(Duncan, 2005 p230).

These individuals make up almost 35% of the total population(National Bureau of Statistics China, 2004), and so form a profitable target segment. The target segment can be further limited to those in the ‘ young marrieds’ and ‘ parenthood’ stages of the family life cycle(Schiffman et al, 2005). Geography is another useful variable. The target segment will live in the inner city or suburban areas of cities, and not on the outskirts of major urban areas or in rural areas.

There is one major internal weakness that should be addressed by any marketing communication efforts: brand awareness. 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.