Green Ox case: Strategic marketing for a drink dedicated to sports

Résumé du document

Palmer Jackson Inc (Cincinnati Ohio) has developed a new line of sports beverages which have the added benefit of antioxidants. They have developed several elements of their brand strategy with your agency Accuity Brands which is a branding consultancy, where you are a marketing strategy specialist. They have also hired Marketing Studies Incorporated, a well respected marketing research firm, to work with the management team.
P&J are faced with several primary marketing strategy decisions:

Extraits

[...] Finally, specific advertising will be designed for each flavor . Now let us assume that you have just presented your analysis and recommendation to the management of Palmer Jackson. It is 4:15 p.m., and the president asks you, “What's the most important thing we don't know that we need to know?”. At 4:30 p.m. your limousine will pick you up to take you to the airport to catch the last flight from Charlottesville to Kalamazoo, Michigan, where you have a multi-billion-dollar client meeting scheduled for 7 a.m. [...]

[...] The second segment is based on the study conducted by Marketing Studies Inc., about psychographic segments among sports-beverage drinkers. This study leads us to segment the market into 6 different segments: Thinkers, Believers, Achievers, Strivers, Users and Makers. This segmentation is more useful as we obtain a lot of qualitative information about each segment. The details of the psychographic segments tell us about their way of life, preferences, needs, wants, motivations etc. These are all the attributes we need to achieve good segmentation. [...]

[...] The promotion will be designed, firstly to drive awareness of Green Ox and its key point of differentiation: antioxidants. To this end, we will use advertising for education. A website will be created which will five all the information about the products and their benefits for health and physical conditioning. The whole campaign will emphasize our competitive advantage. Because of its antioxidant content, Green Ox is a functional drink that is truly different from its competitors. More than education, Advertising will be therefore used for more than education. It will also communicate Green Ox's clear positioning. [...]

[...] Our positioning meets the needs of both targeted segments. It is also very credible. Palmer Jackson Inc. is providing a new concept of sport-drinks which combines the effects of a traditional sport- beverage as well as several health benefits. In addition, the company is already well established and experienced in the area of food and beverage. This position of advantage in the market will allow Green Ox to compete effectively. Neither of the two main competitors (Croc-Ade and V7) has positioned themselves as both health and good conditioning oriented companies. [...]

[...] Green Ox case: Marketing Strategy for a Drink dedicated to Sportspersons Scenario: Palmer Jackson Inc (Cincinnati Ohio) has developed a new line of sports beverages which have the added benefit of antioxidants. They have developed several elements of their brand strategy with your agency Accuity Brands which is a branding consultancy, where you are a marketing strategy specialist. They have also hired Marketing Studies Incorporated, a well respected marketing research firm, to work with the management team. P&J are faced with several primary marketing strategy decisions: How should this market be segmented? [...]