Running Head: MARKETING MIX PROJECT
Marketing Mix Project
Natashia Johnson
Keiser University
MARKETING MIX PROJECT
I chose the product Banana Colada Fuze because it regulates my digestive system. When I went into the grocery store, I was looking for a product similar to a smoothie but not as thick. Upon seeing the packaging of Banana Colada Fuze in the specialty drink section, I was immediately engaged. The bottle had a light liquid on top, which was exactly what I was looking for. The colorful label with a blend of bananas, coconuts, and pineapples caught my attention. Without hesitation, I purchased the bottle and tried it at home. The taste was exactly what I was looking for, reflecting the various fruits on the packaging. Moreover, it also regulated my digestive system and alleviated my leg and foot cramps. Curiously, I examined the label to learn more about the vitamins and health nutrients present in Banana Colada Fuze.
Banana Colada Fuze offers numerous benefits. It is essential for vision, growth, and healthy skin. It also helps support the body's immune system and is great for muscle contraction. By consuming one bottle of Banana Colada Fuze a day, I am able to combat my acid reflux and muscle contraction that cause me to have cramps. So if you have acid reflux and cramps, don't get discouraged - try a bottle of Banana Colada Fuze.
Product Section
Positioning
Banana Colada Fuze is marketed as a natural health product. It is fortified with a variety of vitamins, antioxidants, and electrolytes which are considered to be factors in health maintenance.
Brand Name
Banana Colada Fuze, made by Coca Cola, is a global brand. It is highly recognized and accounts for one third of its earnings outside its home country. The brand has publicly available marketing and financial data.
Company Image
Coca Cola, the maker of Fuze, has a strong company image. They support the U.S. Olympics and donate to the environment, education, and disaster relief efforts.
Features and Benefits
Banana Colada Fuze contains vitamins that are essential for vision, growth, and healthy skin. The antioxidants in this drink help support the body's immune system. Additionally, if you are experiencing digestive problems, Banana Colada Fuze can help ease digestion. It also contains potassium which assists with muscle contraction. Instead of taking an iron pill for cramps, try Banana Colada Fuze as it can help loosen your joints. The alternative sweetener crystalline fructose is also healthier, especially for those trying to lose weight.
Packaging
Packaging serves five functions: containing and protecting products, promoting products, facilitating storage and use, facilitating recycling, and minimizing environmental damage (pg.369 chptr10). The packaging of Banana Colada Fuze is a multicolored 16.9 ounce bottle with an ensemble of fruits throughout the label. The label effectively showcases the fruit blend inside the bottle, while also listing ingredients, vitamins, and nutrients. The packaging increases brand awareness.
Place Section
Channels of Distribution
The Coca Cola Company sells Fuze to bottling operations and distributors, who then distribute the product to retail outlets, restaurants, and gas stations. Coca Cola has multiple distribution channels, including wholesalers, distributors, retailers, corner stores, supermarkets, groceries, restaurants, cafés, and nightclubs. The distribution channels include both traditional channels that go from the manufacturer to the distributor to the retailer to the consumer, as well as channels where the manufacturer sells directly to the retailer and then to the consumer.
Type of Distribution
Banana Colada Fuze follows an intensive type of distribution. It is available in every outlet, including grocery stores like Wal-Mart, Kroger, and Publix, as well as convenience stores and gas stations.
Promotion Section
Messaging/Positioning
Banana Colada Fuze is positioned as the healthy choice alternative.
Advertising
Banana Colada Fuze is well known through national TV, print media, electronic media, and billboards. Its advertisements reflect a focus on healthy choices.
Personal Selling
Personal selling is done by Coca Cola's sales force. They sell Fuze to bottling operations, distributors, fountain wholesalers, fountain retailers, retail outlets, milk bars, corner stores, restaurants, gas stations, and news agents.
Sales Promotion
There are various sales promotions to encourage the purchase of Banana Colada Fuze. For example, you can buy ten drinks for the price of $10 instead of $1.59 each. These promotions take place in grocery stores, retail stores, and online. Coca Cola may also use aggressive personal selling and trade advertising to convince wholesalers and retailers to carry the product. TV commercials, websites, and in-store displays are used to advertise Fuze.
Public Relations
Coca Cola, the maker of Fuze, maintains strong relationships worldwide. They sponsor the U.S. Olympics and donate to education, the environment, and natural disaster relief efforts. Coca Cola's public relations campaigns aim to maintain a positive image of the corporation and address any concerns raised by the public, such as the issue of childhood obesity.
Price Section
Objective
Banana Colada Fuze has a volume-based objective. The company is concerned with quantity when it comes to making profits. The pricing of the product is influenced by the health-conscious trends in the market.
Strategy
Coca Cola's Banana Colada Fuze follows a status quo pricing strategy. They seek to maintain existing prices or match competitors' prices. Their main competitor is Pepsi's Sobe. Coca Cola's strategy is to listen to consumer demands and create good drinks. They also contribute to communities around the world through commitments to education, health, wellness, and diversity. Coca Cola can increase volume by appealing to consumers, participating in festivals and events, and launching new flavors.
Impact of Competition
Competition in the market can vary during the product life cycle and strongly affect pricing decisions (pg.710 chptr 19). While a firm may not face any competition initially, high prices charged could eventually attract new competitors. Intense competition can lead to price wars. Coca Cola, as the maker of Fuze, is now focusing more on health-conscious products. Their Fuze product line, which includes a variety of flavors from green teas to energy drinks, allows them to compete with Pepsi's Sobe. Fuze's Banana Colada offers more vitamins compared to Pepsi's Sobe Pina Colada. Additionally, Fuze regulates the digestive system and loosens joints, which is not offered by Sobe's Pina Colada. Although Fuze follows a volume objective, their price is competitive and represents quality.
Conclusion
In conclusion, I believe I did a great job marketing my product, Banana Colada Fuze, because I understand its benefits from personal experience. Regularly consuming this drink has helped regulate my digestive system and alleviate joint pain. It is a healthy alternative drink that offers more than just a great taste. When compared to Pepsi's Sobe Pina Colada, Fuze's Banana Colada provides more vitamins and health benefits. Moreover, its packaging and contents reflect the quality and value of the product. Everyone deserves to know the truth about a product and make informed choices.
References
- (pg.369 chptr 10) Packaging
- (pg.649 chptr 18) Sales Promotion
- (pg. 633 chptr 17) Public Relations
- (